"This summer's soccer World Cup tournament will provide a rare opportunity for major advertisers looking to engage sports audiences over a month-long festival of footwork, free kicks and the occasional foul - all taking place in the U.S and Mexico. But Major League Soccer (MLS) has a bigger ambition: to convert U.S. viewers entertaining a passing interest in the World Cup into long-term soccer fans of Inter Miami, New York City FC or the Seattle Sounders."
"With that in mind, MLS is kicking off its domestic season with a marketing campaign highlighting players like Heung-min, popular influencers like Celine Dept and figures more familiar to casual viewers like Magic Johnson (now the owner of Los Angeles team LA FC). Trailing the season-opening games this weekend, it's been running on linear TV, CTV, TikTok, Meta and YouTube, alongside experiential activity in Los Angeles."
The summer World Cup in the U.S. and Mexico offers a month-long advertising opportunity to engage sports audiences. Major League Soccer aims to convert casual World Cup viewers into long-term fans of clubs such as Inter Miami, New York City FC and the Seattle Sounders. Soccer publisher Footballco and brands like Purina share that goal. Club soccer popularity in the U.S. has risen, aided by European stars joining MLS and growing appreciation for British and European soccer. A Harris Poll found 72% of surveyed Americans now express interest in soccer, a 17% increase since 2020. MLS launched its largest marketing campaign across TV, CTV, TikTok, Meta and YouTube, plus experiential events in Los Angeles.
Read at Digiday
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