MLS Unveils 'Thanks World, We'll Take It From Here' Campaign With Messi and Star Owners

Major League Soccer has launched its largest coordinated marketing campaign ever, rolling out the tagline "Thanks World, We'll Take It From Here" as the FIFA World Cup heads into its final week. The league announced the initiative July 13, aiming to capture the surge of soccer interest generated by the tournament and channel it into the MLS regular season, according to Media Play News.

Media Play NewsMLS Launches Largest Marketing Campaign Showcasing Argentina GOAT Lionel Messi Broadcast/Streaming on Fox, Apple TV

The campaign, described by Hollywood Reporter as the largest in league history, leverages star power from players and team owners including Lionel Messi, David Beckham, Son Heung-Min, Matthew McConaughey, Magic Johnson, and Kevin Durant. These figures are intended to boost the league's profile and growth as it prepares for the 2026 World Cup, which will be co-hosted by the United States, Canada, and Mexico.

"capture the momentum and fandom generated by the tournament"

The campaign's timing is no coincidence, as MLS looks to convert casual World Cup viewers into regular match attendees and subscribers.

According to Media Play News, the campaign will air across Fox and Apple TV, reflecting the league's broadcast partnerships. Hollywood Reporter noted that the tagline "Thanks World, We'll Take It From Here" directly acknowledges the global soccer event while asserting the league's role in sustaining interest domestically.

"timed to capitalize on the 2026 FIFA World Cup"

That long-term focus suggests MLS is positioning itself as the primary soccer destination in North America once the World Cup leaves town.

The unprecedented scale of the campaign underscores the league's ambitions. With the involvement of high-profile owners like McConaughey (Austin FC) and Magic Johnson (part of LAFC ownership), MLS is betting that celebrity cachet and a rising tide of soccer fandom will drive attendance and streaming numbers for years to come.