Major League Soccer Wednesday unveiled its latest chapter of the “Our Soccer” brand campaign for the 2023 season.
This year’s campaign is a reflection of what happens on the pitch, in the stadiums, and within the unique and inclusive culture of MLS.
“In 2023, our league is headlining our biggest stage yet with MLS Season Pass on Apple TV – a truly global platform. Our goal is to capitalize on the moment, turn up the dial on the elements that make MLS so special, and make our fans feel every emotion,” David Bruce, Senior Vice President of Brand and Integrated Marketing for MLS, said in a statement. “We got to this point by doing things our way, and we plan to showcase that through our unique stories, our stars, our style, and our sounds to grab the attention of new and existing fans”
Reflecting MLS’ multicultural fan base, the broadcast spots have been produced in English, Spanish and French-Canadian. The “Our Soccer” campaign will run on Apple TV – as the league’s historic ten-year partnership begins with Apple this season – on linear partner networks FOX, TSN, RDS, and Univision, as well as on the league’s digital channels.
Over the years, the “Our Soccer” campaign has shined a light on MLS’ fans and players, along with a host of stars of sports and entertainment who love the league and, in some cases, have become owners of teams.
The campaign first 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. Over the years, the spots have featured multi-platinum Latin music superstar Prince Royce, and Grammy-nominated DJ and producer TOKiMONSTA.
Among the co-owners of MLS clubs featured in the previous spots are Academy Award-winning actor Matthew McConaughey (Austin FC); Kansas City Chiefs MVP-winning quarterback Patrick Mahomes (Sporting Kansas City); superstar singer/songwriter Ciara and Denver Broncos All-Pro quarterback Russell Wilson (Seattle Sounders FC); Philadelphia 76ers All-Star guard James Harden (Houston Dynamo FC), and multi-platinum-selling musician Yo Gotti (D.C. United).