Major League Soccer has unveiled its new “Game On” brand campaign, marking the league’s 30th season with a celebration of energy, culture, and community. The campaign, featuring Grammy-nominated rapper and former youth soccer player Doechii, aims to capture the passion and momentum that define MLS both on and off the field.
Set to premiere nationwide on February 9, “Game On” highlights the emotional experience of MLS fans and showcases the league’s unique fusion of soccer, music, and culture. The campaign will air on MLS Season Pass via Apple TV, as well as FOX, TSN, RDS, and the league’s digital and social platforms.
“At MLS, the fan’s emotion is at the heart of everything. The excitement is palpable, the momentum unstoppable, and the quality undeniable—this is MLS’ energy,” said Radhika Duggal, MLS Senior VP & Chief Marketing Officer. “Working with Doechii on this campaign is a perfect match, making this collaboration a true celebration of our shared energy.”
The campaign, developed by creative agency Cornerstone, builds on MLS’ “Our Soccer” platform, which has previously featured artists like 2 Chainz, Miguel, and Prince Royce. By emphasizing the passion and inclusivity of the league, “Game On” reinforces MLS as a dynamic cultural force, uniting fans, players, and traditions as it moves into its next era.
