Major League Soccer Tuesday unveiled its “Our Soccer” campaign for the 2020 season. This year’s campaign champions the game, players and rituals through the eyes of its fans.
“Our Soccer” will kick off in 2020 with “25 Years Deep”, a national spot portraying the evolution of league through its past icons, future stars, and inclusive community and unique culture. Highlighting the league’s progression since 1996, the spot celebrates the moves, the teams, the stars and the special moments that have created the League we know today.
“Our Soccer’ brings to life our special version of the global game, distinctly North American, the unique culture that continues to evolve as MLS begins our historic 25th season,” said David Bruce, MLS SVP of Brand and Integrated Marketing. “The spot celebrates the League’s past, while showcasing some of the League’s newest stars – like Mexican superstar Chicharito – and the best time to become a fan of the North American version of the global game is right now. We are a League defined by the unique supporter culture and movement that highlights MLS as the League of today and tomorrow.”
Featuring a montage of footage of MLS moments on and off the field, “25 Years Deep” celebrates the diverse fans and superstars that make MLS the League for the New North America. Highlighted in this year’s spot is Swae Lee, musical artist and LA Galaxy fan.
The “Our Soccer” campaign will also commemorate the league’s 25th season by embracing ‘90s culture and aesthetic. Bringing elements of the decade to present day via visual design, photography, and fashion, the campaign reflects the evolution of MLS while paying homage to its roots and early years.
Reflecting MLS’ multicultural fan base, the broadcast spots have been produced in English, Spanish, and French-Canadian. The campaign will run on MLS partner networks including ESPN, FOX Sports, Univision, TSN and TVA Sports, on regional sports networks and across international broadcast partner platforms, as well as on the league’s own digital channels.
The “Our Soccer” brand campaign debuted in 2018 with a spot featuring Atlanta-based rapper and Atlanta United fan 2 Chainz and a second spot during the 2018 FIFA World Cup featuring singer, songwriter, producer, and LA Galaxy fan Miguel. Last year’s highly-successful campaign was fronted by the multi-platinum Latin music superstar Prince Royce and Grammy-nominated DJ and producer TOKiMONSTA.
The campaign has been produced by THE FADER and Cornerstone, MLS’ creative agency of record.