MLS Launches New Stand as One Marketing Campaign|
Major League Soccer today announced the launch of its new marketing campaign, “Stand as One.”
The campaign, which will feature creative elements including television spots, digital and print advertising, in-venue visibility, social content, and storytelling, will be rolled out during the 2016 MLS season. The campaign will debut this week with spots running across MLS’ broadcast partners, along with significant online activation.
“Stand as One,” created collaboratively between The Brooklyn Brothers and MLS’ in-house marketing and creative team, has been designed to elevate the movement and the sport of soccer in North America. The campaign highlights the electric and unifying fan and stadium experience that is unique to MLS’ core, as well as the world-class quality demonstrated by its players every week.
The campaign will be supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision, TSN and RDS, as well as all international and regional MLS broadcast partners. In addition, MLS digital channels, including MLSsoccer.com, MLS Video and MLS’ social media, will play a leading role within the campaign.
“‘Stand as One’ is an invitation to join us, to declare a favorite team and to become part of our growing league and infectious fan culture that you can shape and define,” said Howard Handler, MLS Chief Marketing Officer.
The campaign captures the true essence of MLS by celebrating the stories of MLS’ clubs and local markets. The visual elements reflect the authenticity, unity and excellence of Major League Soccer, its players and its supporters, who combine to define the sport in the United States and Canada.
Running before and during MLS’ 21st season, the campaign aims to entice fans of the world’s most popular sport to align with and support their domestic league.
Recent MLS marketing campaigns include Unstoppable (2015), Club and Country (2014) and This is Soccer (2012-2013).
Major League Soccer’s 21st season kicks off with March to Soccer that will see all 20 clubs playing on day one of the season, Sunday, March 6, including four marquee matches broadcast live by the league’s national television partners. First is a rematch of the 2015 MLS Cup as the defending champion Portland Timbers welcome Kei Kamara and Columbus Crew SC on ESPN and ESPN Deportes at 4:30 p.m. ET. FS1 and FOX Deportes will showcase Clint Dempsey-led Seattle Sounders FC versus Benny Feilhaber’s Sporting Kansas City at 7 p.m. ET; TSN and RDS will air Vancouver Whitecaps FC’s home opener vs. the Montreal Impact in Canada at 5:30 pm ET; while UniMás closes out the night by featuring a match between five-time MLS Cup champions LA Galaxy and four-time champions D.C. United at 10 p.m. ET. In addition to the live game telecasts, all the day’s action will be showcased through expanded coverage across partner and league digital and social platforms – bringing highlights of every game to fans throughout the day.