Major League Soccer (MLS) unveiled the new “Game On” brand campaign for its 30th season celebration. 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 spot features singer, songwriter, and trailblazing rap artist Doechii. Nominated for three Grammy Awards including Best New Artist and Best Rap Album, Doechii is set to perform at the Grammys on February 2. Known for her unique sound and boundary-pushing creativity, Doechii‘s involvement in soccer goes beyond fandom growing up as a youth soccer player. Her authentic connection to soccer resonates, showcasing how music, culture, and sports seamlessly intertwine to create a dynamic cultural force.
The “Game On” campaign reflects what the MLS brand stands for showcasing MLS’ energy -representing the driving force that powers every game, every goal, and every fan experience, Driven by data and research, the new brand strategy showcases how this energy unites traditions, creates a dynamic supporter movement, and fuels an immersive environment where the sport goes beyond the field. From homegrown talent to international stars, and providing a community unlike anything else, “Game On” embodies the spirit of MLS.