Major League Soccer is the pinnacle of professional soccer in the United States and Canada. Over the course of its 20-year history, MLS has grown in support and acclaim—average attendance at soccer matches now exceeds that of the NBA and NHL. At the end of the regular season, 12 teams qualify for the MLS Cup Playoffs, which culminates in the MLS Cup championship. The tournament is action-packed and emotional as each team faces a win-or-go-home scenario.
We worked with the MLS Digital team and several other agencies on a campaign to translate the excitement of the in-stadium experience through MLS’ social media channels. By promoting content creation from fans experiencing the action in real time, MLS aimed to drive tune-in, engage fans as brand ambassadors, and fill stadiums.