Major League Soccer (MLS) doesn’t want the passion for soccer to end with the 2026 World Cup. Capitalizing on the enormous interest the tournament sparked in North America, the league launched “Thanks World, We’ll Take It From Here,” a campaign aimed at turning the millions of fans who watched the World Cup into lifelong fans of the U.S. league.
This is the most ambitious marketing campaign in MLS history, a strategy involving the league, all 30 clubs, and some of the biggest names in international soccer to keep the excitement generated by the World Cup alive.
MLS Wants to Capitalize on the World Cup Effect
The MLS regular season will resume on July 16 and 17, right after the World Cup, and the goal is clear: to demonstrate that club soccer in North America also offers excitement, rivalries, and big stars.
The campaign aims to connect the excitement generated by the World Cup with the weekly experience offered by the league’s teams, highlighting the atmosphere in the stadiums, each club’s identity, and the growth MLS has experienced in recent years.
“Thank you, World—we’ll take it from here” reflects the confidence with which the league is embarking on a new phase, convinced that soccer is experiencing one of its best moments in the United States and Canada.
Lionel Messi, Beckham, and other major figures lead the campaign
The project brings together several of the most prominent figures associated with MLS.
Among the owners featured in the campaign are:
- David Beckham (Inter Miami CF)
- Matthew McConaughey (Austin FC)
- Magic Johnson (Los Angeles FC)
- Kevin Durant (Philadelphia Union)
Meanwhile, on the field, the campaign features world-class soccer players such as:
- Lionel Messi
- Son Heung-min
- Antoine Griezmann
- Timo Werner
- Miguel Almirón
- Evander
- Tim Ream
- Matt Turner
- Sebastian Berhalter
- Diego Luna
- Brandon Vázquez
- Petar Musa, among many others.
The goal is to showcase the diversity of international talent currently playing in the league.
The clubs will also participate
In addition to the national campaign, 15 teams will develop city-specific content, while all 30 clubs will organize fan activities, community events, and special promotions aimed at attracting those who discovered soccer thanks to the World Cup.
One of the main initiatives will be “First Match On Us,” through which 22 clubs will give away tickets to people attending an MLS match for the first time, seeking to make it easier for new fans to attend games.
A campaign that blends soccer and culture
The strategy also focuses on music.
As part of the launch, MLS unveiled an exclusive version of the classic “Can I Kick It?”, produced by the legendary DJ Premier and performed by singer Samara Cyn, in collaboration with Amazon Music.
The song aims to become the soundtrack for the season’s restart and reinforce the connection between soccer, urban culture, and entertainment.
MLS is capitalizing on soccer’s historic moment in North America
MLS Executive Vice President and Chief Commercial Officer Camilo Durana stated that this is a pivotal moment for the growth of soccer in the region.
The league believes the World Cup presented a unique opportunity to build a new generation of fans and turn global interest in the sport into a lasting connection with MLS clubs.
The campaign will be featured on national television during the World Cup semifinals and final, as well as on Apple TV, streaming platforms, social media, digital media, outdoor advertising, and in-stadium activations.
With this strategy, MLS aims to demonstrate that the World Cup does not mark the end of soccer’s celebration in North America, but rather the beginning of a new era in which it intends to establish itself as one of the fastest-growing leagues with the greatest international reach.
