MLS 30th Anniversary Activation: ‘Game On’ Marketing Has Doechii, Messi, Momentum
Thursday, January 30, 2025 at 04:46PM By Barry Janoff
January 30, 2025: A multi-media marketing campaign that was 30 years in the making has come to fruition.
MLS today unveiled "Game On,” its brand effort as part of the league's 30th season celebration.
According to MLS, “This year's campaign reflects the relentless energy and momentum of MLS which is the force behind its world-class on-field play and unique community, showcasing the emotional experience that fans feel both on and off the field.”
The brand’s anchor spot stars singer, songwriter and rap artist Doechii, who has been nominated for three 2025 Grammy Awards, including Best New Artist and Best Rap Album.
The brand anchor spot will premiere on broadcast TV nationwide on Super Bowl Sunday, Feb. 9.
Spots will run throughout the year on MLS Season Pass on Apple TV; on partner networks Fox, TSN and RDS; and on the league's digital and social channels and other distribution points.
The lead spot features Doechii rapping about such MLS DNA as fans, action and emotion, played out to action with Lionel Messi and others stars.
"At MLS, the fan's emotion is at the heart of everything,” Radhika Duggal, MLS svp and CMO, said via the league. “The excitement is palpable, the momentum unstoppable, and the quality undeniable — this is MLS' energy.
“It is a celebration of soccer, culture, and community that propels the league into the future. The new 'Game On' campaign reflects our brand: our energy, entertainment, momentum, and welcoming spirit.”
"Game On" is the latest chapter of MLS' "Our Soccer" campaign platform.
The 2025 brand campaign was produced by Cornerstone, MLS' creative agency of record.
As part of its 30th anniversary activation, MLS has also shared broadcast studio plans and the "evolution" of MLS Productions, the league's media and broadcast production arm. 
The league said MLS Productions would “advance its capabilities, create efficiencies, broaden content offerings, and centralize its broadcast content and graphics.”
To that goal, MLS and IMG have signed a multi-year partnership renewal that expands and builds upon their existing broadcast production relationship. IMG will continue to produce live match and studio productions and programming for more than 600 annual games on MLS Season Pass on Apple TV.
As part of the extended partnership, MLS Productions will move to WWE Headquarters in Stamford, Conn.
MLS said WWE’s new 30,000 sq. ft. production facility, The Studios at WWE, features “best-in-class production offerings and new cutting-edge technology to further elevate the production of MLS Season Pass”
It will serve as the hub for MLS live studio programming and content in English and Spanish and enable MLS Productions to add programming in the new season.
“The debut of MLS Season Pass on Apple TV has been remarkable for fans around the world to be able to consume all MLS games and content,” Seth Bacon, MLS evp-media, said via the league.
“With the incredible momentum and excitement around the league, we are thrilled to further our partnership with IMG to support our vision of elevating production, creating new viewing opportunities, and pushing the sports broadcast landscape into the future.”
MLS Corporate Partners
adidas
Allstate
Anheuser Busch
Apple
AT&T
Audi
Avant
Beats by Dre
Campbell Snacks
Captain Morgan
Caterpillar
Celsius
Coca-Cola
Continental Tire
Discount Tire
DoorDash
EA Sports
The Home Depot
IHG Hotels & Resorts
Pernod Ricard
PowerAde
Procter & Gamble
RBC Wealth Management
Sorare
Sweet
Ticketmaster
TikTok
TOCA
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