MLS launches biggest marketing push to retain World Cup fans

Major League Soccer has rolled out its largest coordinated marketing campaign, "Thanks World, We'll Take It From Here," aimed at converting the surge of interest generated by the 2026 FIFA World Cup into lasting MLS viewership. The campaign, launched as the World Cup semifinals air, features Lionel Messi and other league stars, club owners and entertainers, and spans broadcast, streaming, digital, social and out‑of‑home channels. All 30 clubs will run promotions such as “First Match On Us,” offering complimentary tickets to new supporters, while 15 clubs have localized activations and fan‑viewing events.

MLS officials say the effort is intended to keep the newly‑engaged audiences attending regular‑season matches and streaming games after the tournament concludes, capitalising on the heightened excitement across North America.