Major League Soccer has unveiled the newest iteration of its brand campaign, “Our Soccer,” as the league continues its regular season play during its milestone 25th season.
The spot was be narrated by Academy Award-winning actor Matthew McConaughey, who is also the co-owner of Austin FC, MLS's latest expansion franchise that will start play in 2021. It celebrates the growth of the soccer movement, highlighting MLS as the league for a new North America and depict the story of its “25 Years in 25 Seconds”.
“‘25 Years in 25 Seconds’ shows the rhythm of a league set against the journey of the first 25 years. It celebrates and embraces the openness, diversity, culture, and the fans that are at the core of our league. It reminds us why sport can be so important in our lives,” MLS vice president of brand and integrated marketing David Bruce said in a statement.
The spot will make its national TV premier on ESPN in the MLS is Back Tournament Final on August 11, setting the stage for the return of the MLS regular season. It will also run on MLS partner networks including ESPN, FOX Sports, Univision, TSN and TVA Sports, and be shown on regional sports networks, across international broadcast partner platforms, and available on the league’s own digital channels.