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MLS has unveiled their new “Game On” campaign as part of its 30th season celebration. The campaign reflects the ‘relentless energy and momentum’ of the league both on, and off the field.
The campaign is lead by singer, songwriter and burgeoning hip-hop star Doechii. Known for her unique sound and boundary-pushing creativity, Doechii’s involvement in the sport goes beyond fandom growing up as a youth soccer player.
Her authentic connection to soccer resonates, showcasing how music, culture, and sports seamlessly intertwine to create a ‘dynamic cultural force’.
“At MLS, the fan’s emotion is at the heart of everything,” said Radhika Duggal, Senior VP & Chief Marketing Officer, MLS. “
“The excitement is palpable, the momentum unstoppable, and the quality undeniable – this is MLS’ energy. It is a celebration of soccer, culture, and community that propels the league into the future.
“The new ‘Game On’ campaign reflects our brand: our energy, entertainment, momentum, and welcoming spirit. Working with Doechii on this campaign is a perfect match, making this collaboration a true celebration of our shared energy.”
The highly-anticipated 2025 MLS season is set to kick off on February 22 as Inter Miami take on NYCFC.
📸 Alex Bierens de Haan – 2023 Getty Images