As the 2026 FIFA World Cup nears its end, Major League Soccer is using the global event to try and turbocharge its future, launching what the league says is the largest coordinated marketing campaign in its 33-year history.
The effort features the somewhat audacious tagline “Thanks World, We’ll Take It From Here,” while leaning into the star power of its owners and top athletes, including Inter Miami megastar Lionel Messi, LAFC star Son Heung-Min, Inter Miami owner David Beckham, Austin FC owner Matthew McConaughey, LAFC owner Magic Johnson and Philadelphia Union owner Kevin Durant.
“The FIFA World Cup is going to bring millions of new fans into the game, and our job is to make sure their soccer journey doesn’t end when the tournament does,” Radhika Duggal, the CMO of MLS, tells The Hollywood Reporter. “This campaign is about showing people that there’s a club, a community, and a story waiting for them every week in MLS. We’re meeting fans through culture, music, and entertainment, making it easy to discover the league, whether that’s on Apple TV or at their local stadium. MLS has never been more ambitious or more connected to the moments shaping culture, and we’re excited to welcome a whole new generation of fans.”
