Major League Soccer's new, fan-centric communications platform - Football. Fútbol. Soccer. MLS. - will officially debut on ESPN2 and MLSnet.com, the league's official web site, on Thursday, April 3 during the first ESPN2 doubleheader of the year featuring the New England Revolution at the Chicago Fire at 8 p.m. ET and the San Jose Earthquakes visiting the Los Angeles Galaxy at 10:30 p.m. ET.
The platform, created by MLS in conjunction with SME, New York, captures the true essence of the sport of soccer through a high-energy, rapid succession of images. In select versions of the television spot, the background music will be the official MLS Anthem, recorded last year by an 80-piece orchestra in Prague. The visual elements reflect the authenticity, integrity, inclusiveness, possibility and excellence of Major League Soccer, its players and its fans, who combine to characterize the sport in the United States.
Soccer supporters throughout the United States have voiced their opinion and the new platform was created in response to that feedback. The "Football. Fútbol. Soccer. MLS." campaign shows that no matter where you are from, no matter what language you speak, no matter what you call the world's game, MLS speaks to you. The League's supporters come from diverse backgrounds, yet they all speak one language -- soccer. It is the sport for the new and changing America.
"We have created a new campaign that fans of MLS can mold and shape according to how they identify with the world's game," said Doug Quinn, President of Soccer United Marketing. "The new 'Football. Fútbol. Soccer. MLS.' campaign captures the character of Major League Soccer, the League for a New America. We want you, the fan, to be able to express how you feel about the sport, whether you are from Europe, Latin America, the United States or Asia - whatever the game means to you, our goal is to deliver that."
Thursday's commercial is one of the initial components of a multi-million dollar campaign. The 30-second spot is scheduled to air in multiple versions on ESPN2, Fox Soccer Channel, Fox Sports en Espanol and during regional MLS matches and other select outlets. MLS stadiums will feature "Football. Fútbol. Soccer. MLS." field boards and additional plans include print, in-stadium, online, grassroots and other television components - in English and Spanish. In addition, strategic point-of sale displays in soccer specialty stores across the nation will showcase the "Football. Fútbol. Soccer. MLS." thematic and MLS collateral and posters will be distributed throughout the country.
About Major League Soccer
Headquartered in New York City, Major League Soccer is the top-flight professional soccer league in the United States and features many stars from the United States and around the world. The League's 13th season kicked off March 29. The 14 teams in MLS are: the Chicago Fire, Colorado Rapids, Chivas USA, Columbus Crew, D.C. United, FC Dallas, Houston Dynamo, Kansas City Wizards, Los Angeles Galaxy, Red Bull New York, New England Revolution, Real Salt Lake, San Jose Earthquakes and Toronto FC. The League's 15th team, Seattle, will begin play in 2009, and 16th team, Philadelphia, will begin play in 2010. For more information about MLS, log on to the League's official web site at www.MLSnet.com.
