League: MLS Sport: Soccer Country: United States Category: Scores & Results

MLS launches marketing campaign to retain World Cup viewership

Yahoo Sports • 1 min read • Latest: Jul 15, 2026, 10:50 PM

Last updated Jul 15, 2026

MLS launches marketing campaign to retain World Cup viewership

Summary

Major League Soccer has initiated its largest marketing campaign, "Thanks World, We'll Take It From Here," to coincide with the World Cup's conclusion and the league's season resumption on July 16-17. This effort aims to convert World Cup viewers into regular season fans, particularly as MLS has experienced a 62% rise in viewership this year, averaging 7.9 million viewers per week. The campaign features incentives like "First Match On Us" tickets and promotions by 15 clubs tailored for local audiences. High-profile figures including Lionel Messi are involved to attract attention. The success of this campaign is crucial for MLS as it approaches significant business decisions with the current collective bargaining agreement expiring in 2028.

Source Links

Yahoo Sports

By the Numbers

•MLS aims to transition World Cup viewers to regular season attendance.
•The campaign launches as the league resumes play on July 16-17.
•Viewership has risen 62% with 7.9 million average viewers weekly.
•Twenty-two clubs offer first-time attendees special ticket promotions.
•The campaign features involvement from high-profile athletes and celebrities.

Latest Updates

10:50 PMYahoo Sports — MLS's World Cup retention strategy tests conversion model

What they're saying

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Major League Soccer has launched "Thanks World, We'll Take It From Here," the largest coordinated marketing campaign in MLS history, timed to coincide with the World Cup's closing stages and the leagu...
— Yahoo Sports

Related Teams & Leagues

MLS Soccer