Full Breakdown
MLS Rolls Out “Thanks World, We’ll Take It From Here” Campaign as 2026 World Cup Peaks
7/14/2026, 1:06:59 PM
Campaign Launch and Core Details
On July 13, 2026, Major League Soccer (MLS) unveiled its largest coordinated marketing effort in league history, titled “Thanks World, We’ll Take It From Here.” The campaign debuted during Fox’s broadcast of the FIFA World Cup semifinals and final and will continue across Apple TV, linear, streaming, digital, social and out-of-home platforms. It pairs a bold tagline with a music-driven spot that samples A Tribe Called Quest’s “Can I Kick It?”—produced by DJ Premier and performed by Samara Cyn. The league will promote “first match on us” tickets at 22 of its 30 clubs to attract newcomers as the MLS regular season resumes on July 16-17.
Background & Context
MLS has historically leveraged World Cup exposure, most notably after the 1994 tournament hosted in the United States. The 2026 edition, featuring record-breaking viewership, offers a fresh opportunity to convert global fans into regular MLS supporters. The league’s partnership with Apple TV for all live matches, combined with a limited over-the-air schedule on Fox, frames the current promotional push.
Key Figures & Groups
- Lionel Messi – Inter Miami forward, featured in ads.
- Son Heung-Min – LAFC star, appears in campaign.
- David Beckham – Inter Miami owner, campaign participant.
- Matthew McConaughey – Austin FC owner, campaign participant.
- Magic Johnson – LAFC owner, campaign participant.
- Kevin Durant – Philadelphia Union owner, campaign participant.
- Radhika Duggal – CMO, MLS, spokesperson for the initiative.
- Camilo Durana – Executive Vice President & Chief Business Officer, MLS, provided strategic commentary.
Data & Statistics
- 30 MLS clubs in the league; 22 will run “first match on us” ticket promotions.
- Fox will air a doubleheader on the Friday between the World Cup semifinals and final: Nashville vs Atlanta at 8 p.m. ET and LA Galaxy vs LAFC at 10:30 p.m. ET.
- After July 17, only nine regular-season matches are slated for national TV, all on FS1; the remainder will be available exclusively via Apple TV.
- The World Cup generated more than 44 million viewers across Fox and Telemundo (including streaming) for the U.S. vs. Mexico-England matchup.
Official Statements & Responses
MLS CMO Radhika Duggal emphasized that the tournament will “bring millions of new fans into the game” and that MLS aims to keep their “soccer journey” alive beyond the World Cup. Executive Vice President Camilo Durana described the effort as a way to turn “global excitement into lasting engagement and connection” as clubs prepare to welcome fans when the season restarts.
Criticism & Opposition
Analysts note that the league’s reliance on Apple TV and a sparse over-the-air schedule could hinder conversion of World Cup viewers. The limited number of Fox-aired matches after the tournament—only nine on FS1—means many potential fans will need a subscription to watch live MLS, a barrier not faced by MLB, NHL, or NBA, which retain broader local broadcast deals.
Conflicting Reports & Gaps
One source indicates that the LA Galaxy-LAFC rivalry (“El Tráfico”) was added to the Fox lineup as an extra primetime slot, while another notes it was originally slated solely for FS1. No definitive schedule for additional over-the-air MLS games beyond the World Cup window has been disclosed.
Verbatim Quotes
- “The FIFA World Cup is going to bring millions of new fans into the game, and our job is to make sure their soccer journey doesn’t end when the tournament does,” — Radhika Duggal, CMO, MLS
- “This campaign is about showing people that there’s a club, a community, and a story waiting for them every week in MLS.” — Radhika Duggal, CMO, MLS
- “At a defining moment for soccer in North America, MLS is turning global excitement into lasting engagement and connection,” — Camilo Durana, EVP & Chief Business Officer, MLS
- “The campaign will debut during FOX's coverage of the FIFA World Cup semifinal and final matches before expanding across Apple TV and other channels.” — MLS press release
