Marketing isn’t just about throwing ads into the void and hoping someone cares. It’s about storytelling, grabbing attention in a sea of content, and—most importantly—making people feel something.
That’s exactly what Major League Soccer (MLS) is doing right now. If you’re an entrepreneur, brand strategist, or just someone looking to level up your marketing game, there’s a lot to take away from their playbook.
How the MLS marketing strategy is playing the marketing game differently
MLS is heading into its 30th season, but instead of just celebrating longevity, it’s going all in on a marketing blitz during one of the biggest sporting events in the world: the Super Bowl.
Yes, you read that right. In the middle of an American football frenzy, MLS is making its presence known. Bold move? Absolutely. Strategic? Even more so.
Rather than just targeting hardcore soccer fans, MLS is expanding its reach—grabbing the attention of casual sports watchers, music lovers, and younger, diverse audiences.
To pull this off, they’ve partnered with rising rapper Doechii, whose raw energy and authenticity add a cultural edge far beyond typical sports advertising. This isn’t just another commercial—it’s a moment. A fusion of music, passion, and soccer that feels fresh and exciting.
The numbers don’t lie—the MLS marketing strategy is working
This isn’t just about looking cool. The numbers back it up. Research shows that 17% of Americans now identify as MLS supporters—a number that keeps climbing. Brands are taking notice, too. Sponsorship revenue for MLS franchises hit $665 million in 2024, marking a 13% increase. That’s not just a win in engagement—it’s a serious business impact.
Lessons entrepreneurs and brands can take from MLS
MLS isn’t just marketing a sport; they’re marketing an experience, a culture, a movement. Here’s how you can apply their tactics to your own business:
1. Go where the audience is—Even if it’s unexpected
MLS could have played it safe, sticking to traditional soccer marketing. Instead, they showed up at the Super Bowl—an event dominated by football—and made an impression. Entrepreneurs should take note: don’t just market where you think your customers are. Show up where they’re already engaged, even if it’s outside your usual space.
2. Tap into culture, not just trends
Instead of rolling out a standard sports ad, MLS teamed up with Doechii—an artist who speaks directly to younger, culturally plugged-in audiences. This wasn’t about chasing a fleeting trend; it was about embedding the brand into something people already care about. Whether it’s music, gaming, fashion, or another cultural touchpoint, find where your brand naturally fits into conversations.
3. Make big moments work for you
The Super Bowl is already a massive event, and MLS knew they didn’t have to create a new moment from scratch—they just had to insert themselves into an existing one. Whether it’s a national holiday, an industry event, or a viral social media moment, businesses should look for ways to attach their brand to something bigger.
4. Create content that feels real
MLS told a story, not just ran an ad. They infused their campaign with energy, emotion, and a human touch. People relate to content that feels authentic—not overly polished or corporate. Your brand should do the same. Focus on storytelling that resonates rather than just selling.
5. Sustain momentum beyond the launch
One big splash isn’t enough—MLS knows this. Their campaign isn’t just a Super Bowl ad; it’s a year-long rollout across Apple TV’s MLS Season Pass, social media, and other platforms. Too often, businesses pour effort into a launch and forget to maintain engagement. Always have a plan to keep the buzz going long after day one.
The takeaway: Marketing is about connection, not just exposure
At its core, the MLS marketing strategy isn’t just about soccer. It’s about making people care, pulling them into a world that feels exciting, and keeping them engaged well beyond the initial hype. That’s what every business should aim for—marketing that doesn’t just appear but actually sticks.
So whether you’re running a startup, managing a brand, or looking to make an impact, take a page from MLS. Show up boldly, tell a compelling story, and make sure your marketing is something people feel—not just something they see.
FAQs
1. How can small businesses create strategies similar to the MLS marketing strategy?
Find moments your audience cares about and show up in ways that feel natural, not forced. It’s less about having a big budget and more about being in the right place at the right time.
2. What’s the best way to keep customers engaged?
Don’t just sell—start conversations. Share behind-the-scenes content, respond to comments, and make people feel like they’re part of something bigger.
3. Why does storytelling matter in marketing?
Because people remember stories, not ads. If your brand feels human, relatable, and real, customers will stick around.