With 2026 shaping up to be a landmark year for global soccer, the FIFA World Cup is expected to attract fans, advertisers, influencers, and content creators from around the world. Major League Soccer is launching one of the most ambitious marketing and fan engagement initiatives in league history, aimed at turning World Cup momentum into a lasting soccer culture across North America.
The marketing push is a year-long, multi-phase platform that begins with the high-energy “MLS Is Back” campaign starring Magic Johnson and Son Heung-Min. The initiative builds through opening-weekend activations and grows alongside the FIFA World Cup. It culminates in a bold league restart designed to draw global attention back to local clubs, rivalries, and matchday experiences.
Rather than simply capitalizing on World Cup excitement at the moment, Major League Soccer has developed an expansive, season-long campaign that seeks to transform global attention into ongoing passion for MLS, its clubs, and its culture. The campaign aligns the season structure with the World Cup calendar, elevates player and club storytelling, and brings World Cup-level energy directly into local markets through nationwide fan engagement. The focus extends beyond brand interest to participation, habit-building around viewership, and long-term cultural connection.
Radhika Duggal, chief marketing officer of Major League Soccer, said that the initiative aims to expand the audience, energize the existing fan base, and establish lasting habits around MLS viewing and engagement.
“The hope is to turn heightened curiosity about soccer into sustained MLS viewership, stronger local club loyalty, and deeper emotional investment across North America,” Duggal said.
For the first time, MLS and its clubs are operating under a fully integrated national-to-local marketing model. The approach aligns creative content, timing, and storytelling so that national moments are activated locally while local culture fuels the league’s biggest stages. In 2026, MLS will operate under a single, unified consumer vision, bringing national and local marketing and fan engagement closer together than ever before.
This vision will be reflected throughout the marketing funnel with cohesive messaging, coordinated campaign assets, and orchestrated digital marketing campaigns across both league and club channels.
A key component of the initiative is “The Call” social campaign, which launches on February 12 as part of the “MLS Is Back” kickoff. The campaign invites fans directly into the energy and personality of the league. Featuring LAFC co-owner Magic Johnson alongside MLS stars Son Heung-Min, Matt Freese, Diego Luna, and Joseph Paintsil, the spot transforms a training session into a joyful, fan-focused moment that emphasizes fun, passion, and accessibility.
Duggal explained that the campaign is distinguished by its digital first distribution model, which is amplified through player owned channels and social creators to expand reach through authentic voices. Duggal further added that international creator Céline Dept is also part of the campaign, bringing a large global following and helping connect MLS storytelling to a broader digitally native soccer audience. According to Duggal, the campaign is designed to meet fans where they are across social platforms, matchdays, and local communities.
“We want this initiative to expand our audience, energize our existing fan base, and establish lasting habits around MLS viewing and engagement, ensuring that the momentum of this landmark year translates into long-term growth for the league and its clubs,” said Duggal.
