Major League Soccer today unveiled the newest iteration of its brand campaign, “Our Soccer,” highlighting the intersection of sports, culture and entertainment. The campaign features an anthem that expresses the unique experience of being an MLS fan and the growth of the soccer movement in North America. The most diverse sports league in the world, MLS places the spotlight on its star-studded, multi-cultural fan base by featuring multi-platinum Latin superstar Prince Royce.
The campaign was produced by Cornerstone and The FADER, MLS’ creative agency of record. Spots were directed by acclaimed filmmaker Clayton Vomero.
“The ‘Our Soccer’ campaign captures the unique spirit, confident attitude and diverse environment that embodies MLS,” said David Bruce, MLS VP/Brand and Integrated Marketing. “It celebrates the MLS supporter culture and illustrates how fans are creating their own rituals and traditions that define the North American version of the global game. The campaign also showcases how cultural influencers view the league as an authentic representation of themselves and a place to more deeply engage with fans.”
The “Our Sound” spot, voiced by Prince Royce, features him wearing Inter Miami CF gear, the MLS expansion club co-owned by cultural icon David Beckham, while at a party watching a soccer game alongside Grammy-nominated producer and DJ TOKiMONSTA. TOKiMONSTA, representing her hometown, is featured wearing a Los Angeles Football Club jersey.
Prince Royce said, “I think it’s one of the sports that has the most passion. You see so many cultures, languages – that’s the great thing about music and the great thing about soccer. I’m from New York, where we have two teams, and I moved to Miami, and having a team coming to Miami is super dope. As a fan I think we're all excited. It’s great to see MLS grow, and for all of these cities to have more sports, more passion, more laughter and more soccer.”
The spot was produced in English, Spanish, and Spanglish (a fusion of English and Spanish), French-Canadian (for MLS’ fans in Quebec) all reflective of MLS’ rich, multicultural fan base. The campaign will run on MLS partner networks including ESPN, FOX Sports, Univision, TSN and TVA Sports, and across international broadcast partner platforms, as well as the league’s own digital channels.
“We are extremely proud to continue to evolve the Our Soccer platform for MLS," says Jon Cohen, co-CEO of Cornerstone and co-founder and co-CEO of The FADER. "MLS truly marries culture and sport and unites players and people from diverse backgrounds like no other sport in North America.”
The “Our Soccer” brand campaign debuted in 2018 with a spot featuring Atlanta-based rapper and Atlanta United fan 2 Chainz. During the 2018 World Cup, MLS released a second spot featuring singer, songwriter, producer, and LA Galaxy fan Miguel.