As the 2026 FIFA World Cup approaches its conclusion, Major League Soccer (MLS) is leveraging this global event to accelerate its future. The league announced the launch of its largest coordinated marketing campaign in its 33-year history. The campaign, titled "Thank You World, We Will Continue From Here," features star athletes like Lionel Messi from Inter Miami and Son Heung-Min from LAFC, as well as celebrity owners like David Beckham and Matthew McConaughey.

MLS CMO Radhika Duggal stated in an interview with The Hollywood Reporter, "The World Cup will bring millions of new fans to the game, and our mission is to ensure that these fans' soccer journey doesn't end when the tournament is over." Duggal noted that the campaign aims to show people that every week, there’s a club, a community, and a story waiting for them in MLS. She expressed that by connecting with fans through culture, music, and entertainment, they will make it easier for them to explore the league.

The campaign will kick off this week during Fox's World Cup semifinals and finals and will continue across Apple TV and other digital, social, and outdoor platforms. It will also include elements from all 30 MLS clubs, with 22 of them offering free tickets through "first match on us" promotions. The campaign will feature the Amazon Music Original version of the Tribe Called Quest song "Can I Kick It?" specifically created for MLS.

MLS hopes that the significant interest in the World Cup, particularly from fans following stars like Messi or Son, will boost interest in their leagues. The World Cup has generated a massive ratings surge, achieving NFL-like viewership for Fox and Telemundo. In this context, MLS is ready to welcome new fans and continue their soccer journeys with MLS.