The campaign, built around the message “Thanks World, We’ll Take It From Here”, is expected to launch during the closing stages of the 2026 World Cup and continue across television, streaming, social media and outdoor advertising.
Messi gives the push instant global recognition through Inter Miami, while Son connects the campaign to Los Angeles FC. Beckham adds another layer, combining his status as an England icon with his role in Inter Miami’s ownership group.
That star power can open the door. It cannot, by itself, keep supporters coming back.
The report says participating clubs will offer “first match on us” promotions, giving new viewers a simple route from watching football to experiencing it in person.
That is a smart distinction. MLS does not merely need more awareness; it needs repeat attendance, local rivalries and supporters who identify with a club beyond the biggest names. A free ticket can create the first visit, but atmosphere, accessibility and competitive football will determine whether it becomes a routine.
MLS executive Camilo Durana said clubs are ready to welcome fans “as the season resumes and the next chapter of their soccer journey begins with MLS.”
Celebrity-led advertising can win attention quickly. The harder task is building a weekly reason to care once the World Cup final has been played.
MLS appears to understand that its next growth phase depends on converting global curiosity into local connection. The campaign’s success will be measured not by its launch impact, but by what happens when the tournament spotlight moves on and the next league season takes centre stage.