With the excitement centered around the World Cup in 2014, Major League Soccer used the hype to create a connection and awareness to MLS stars and the league.
This campaign captures the true essence of MLS through a patriotic lens in a World Cup year. The visual elements reflect the authenticity, integrity, inclusiveness, possibility and excellence of Major League Soccer, its players and its fans, who combine to characterize the sport in the United States and Canada.
In addition to the primarily online campaign, the “For Club and Country” thematic will be featured on television, in print and in-stadium across North America, capitalizing on the attention the World Cup will receive from North American soccer fans this summer. Running before, during and after the tournament, the campaign aims to entice fans of the world’s most popular sport to align with and support their domestic league.
“We’re at an inflection point at MLS – we’ve got magical stadiums, we’re investing in world-class players and we’re on a path to becoming one of the best leagues in the world,”said MLS Chief Marketing Officer Howard Handler.. “In a World Cup year, all of these things are coming together. The World Cup will captivate hundreds of millions of fans. MLS players represent the foundation of the U.S. Men’s National Team headed to Brazil – Michael Bradley, Clint Dempsey, Landon Donovan and several other stars from around the league. We’re launching a campaign and creating a lot of content to connect with as many of these fans and prospective fans as possible.”
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