Saturday sees the 2018 MLS season kick off as the Toronto FC/Columbus Crew SC take the field. In addition to a TV lineup that include 33 games on FOX Sports, 28 on ESPN and 14 on Univision this season, the league unveiled a slate of new initiatives with an eye to continue its audience growth. On one front, MLS unveiled the launch of its 2018 brand campaign, “Our Soccer,” designed to tell the story of the sports league. Meanwhile, the league also detailed plans for the eMLS Cup, the org’s first major foray into esports, with players representing 19 MLS clubs taking part at PAX East from April 5-8.
Cynopsis asked MLS execs From David Bruce, VP, Brand and Integrated Marketing, MLS, and James Ruth, Senior Director, Properties and Events, MLS, about the initiatives.
Ruth on 2018 goals: MLS is coming off its most successful season to-date. We saw record-breaking attendance and consumption, two new expansion teams in Atlanta and Minnesota, an influx of dynamic talent, and further increases in social and digital engagement. Entering season 23, which begins on Saturday, with our 23rd club, LAFC, joining this year, we’re growing at an explosive rate. Our supporters have more ways than ever to consume club and league content, we have two new stadiums opening in LA and Washington D.C., and more stars in the prime of their career are making MLS their “League of Choice.”
On the new campaign: We wanted to showcase the unique MLS experience. What sets it apart from soccer elsewhere and other sports across the U.S. and Canada. We’ve been working with a new agency, Cornerstone/The FADER. They are strong in the culture space and we wanted to go beyond the norm. We connected right away. They understood, and were able to tell the story we wanted to tell. ‘Our Soccer’ showcases our version of the global game — the rituals and traditions built here in North America. We are proud of the distinct environment and supporter culture, songs and chants and tifo that make up the MLS movement. We’re really proud of how the campaign turned out.
On the World Cup: The League will have a record number of players participating in Russia. We’re all soccer fans here. We’re excited for the World Cup and the additional eyeballs on the beautiful game.
Ruth on the eMLS Cup: MLS’s push is two-fold. Our first aim is to create a platform that speaks to our significant existing fan base of gamers. The other is to get MLS in front of a legion of gamers who are touching our sport through FIFA 18. That includes gamers here in the U.S. and Canada and around the world since FIFA is one of the world’s most popular games. We are looking forward to our first major eMLS event, the inaugural eMLS Cup at PAX East from April 5 – 8.
On club involvement: There are two core options for clubs. The first is to hold open tournaments, inviting local gamers to compete to play for the club in eMLS. This presents an impactful way for Clubs to engage fans, and give them unique experiences. The Philadelphia Union and New England Revolution started their tournament series this past weekend. The second is the club selects an established gamer. An example of that is what NYCFC did with Chris Holly or what the New York Red Bulls did signing Mike LaBelle. These options provide Clubs flexibility in how they build a presence in gaming.
On incorporating sponsors: We’re fortunate to have 23 blue chip brands who partner with MLS. We’re still finalizing what the partner landscape is going to look like for eMLS, but there will be commercial elements to this league and creative ways to get involved. We’re excited to see how partners can help us elevate the experience for our gaming fans and our Club gamers.