MLS launches largest coordinated campaign ahead of season return
Major League Soccer on July 13 launched "Thanks World, We'll Take It From Here," the largest coordinated marketing campaign in league history, to convert FIFA World Cup 2026 momentum into lasting MLS fandom as the regular season resumes July 16–17 on FOX and Apple TV. The league-wide push debuts during FOX's World Cup semifinal and final coverage before expanding across streaming, digital, social, and out-of-home platforms.
Key Takeaways
- MLS unveiled its biggest ever coordinated campaign on July 13, 2026, ahead of the July 16–17 season restart.
- A national spot stars Lionel Messi, Son Heung-Min, Tim Ream, and celebrity owners including David Beckham and Kevin Durant.
- 22 clubs offer "First Match On Us" free tickets; 15 clubs rolled out localized campaigns.
- DJ Premier and Samara Cyn reimagined A Tribe Called Quest's "Can I Kick It?" as an Amazon Music Original anthem.
- The campaign was developed with Ogilvy and spans FOX, Apple TV, and a nationwide FOX affiliate push.
What Is MLS's 'Thanks World, We'll Take It From Here' Campaign?
As the FIFA World Cup captivated fans worldwide, MLS described the initiative as its most expansive marketing effort ever, spanning national broadcast, streaming, digital, social, out-of-home advertising, and media partnerships.
Fifteen MLS clubs developed localized campaigns tailored to their communities. Through Soccer Celebrations, fan viewing events across all 30 clubs, local media partnerships, and club-led activations, the league aims to extend World Cup excitement beyond host cities and into communities across North America.
Camilo Durana, MLS executive VP and chief business officer, said the league is "turning global excitement into lasting engagement and connection" at a defining moment for soccer in North America.
Where Can Fans Watch the MLS Season Return?
The MLS regular season resumes July 16–17, with matches airing on FOX and streaming on Apple TV. The national media rollout includes a comprehensive buy across linear, streaming, digital, social, and out-of-home platforms, plus in-stadium signage.
MLS also partnered with FOX on a nationwide affiliate initiative to deliver localized coverage through FOX-owned and affiliated stations. For more on where major sports land across broadcast and streaming, see our Streaming & TV Alerts coverage.
When play resumes, all 30 clubs will launch promotional initiatives. Twenty-two clubs are offering "First Match On Us," providing complimentary tickets to first-time attendees to keep live matches affordable and accessible.
Who Stars in the MLS World Cup Ad Push?
The national and local campaign spots feature global icons, celebrity owners, and MLS stars. The lineup includes Lionel Messi (Inter Miami), Son Heung-Min (LAFC), U.S. men's national team captain Tim Ream (Charlotte FC), Inter Miami owner David Beckham, Austin FC owner Matthew McConaughey, LAFC owner Magic Johnson, and Philadelphia Union owner Kevin Durant.
The Hollywood Reporter noted the push is the largest coordinated campaign in MLS's 33-year history. CMO Radhika Duggal told the outlet the World Cup will bring "millions of new fans into the game," and MLS's job is ensuring their soccer journey continues with weekly club stories on Apple TV or at local stadiums.
The creative was developed with Ogilvy. According to MLSsoccer.com, the campaign will debut during FOX's FIFA World Cup semifinal and final broadcasts before rolling out broadly.
How Does the Samara Cyn and DJ Premier Anthem Fit In?
The campaign extends into music through an Amazon Music Original cover of A Tribe Called Quest's "Can I Kick It?" Produced by DJ Premier with new vocals and lyrics from breakout rapper Samara Cyn, the updated track delivers a modern, high-tempo sound exclusive to Amazon Music.
In an Essence interview, Cyn called the MLS collaboration something she "just can't say no to." She connected with Premier on a rendition tied to the campaign after growing up on his production through her father, who introduced her to Nas and The Notorious B.I.G.
DJ Premier said covering the Tribe classic was an honor and that he spoke with Q-Tip before presenting it. The anthem backs the star-studded national spot as MLS bets that World Cup energy can carry into club soccer when the season returns mid-July.