NEW YORK, Jan. 30, 2025 ~ Major League Soccer (MLS) has officially launched its new "Game On" brand campaign, as part of the league's 30th season celebration. The campaign aims to capture the relentless energy and momentum of MLS, which drives its world-class on-field play and unique community.

The brand spot for "Game On" features singer, songwriter, and trailblazing rap artist Doechii. With three Grammy nominations under her belt, including Best New Artist and Best Rap Album, Doechii is set to perform at the Grammys on February 2. But her connection to soccer goes beyond just being a fan - she grew up playing youth soccer herself.

Doechii's involvement in the campaign highlights the seamless integration of music, culture, and sports within MLS. Her authentic connection to soccer resonates with fans and showcases how these elements come together to create a dynamic cultural force.

MLS' Senior VP & Chief Marketing Officer Radhika Duggal explains that the "Game On" campaign reflects what the league stands for - an energy that unites traditions, creates a dynamic supporter movement, and fuels an immersive environment where soccer goes beyond the field. This energy is driven by data and research and embodies the spirit of MLS.

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"The fan's emotion is at the heart of everything we do at MLS," says Duggal. "The excitement is palpable, the momentum unstoppable, and the quality undeniable - this is MLS' energy."

The brand spot will debut in markets across the country on Sunday, February 9 - coinciding with one of the biggest sporting events of the year. It will also be featured throughout the year on MLS Season Pass on Apple TV, as well as on linear partner networks FOX, TSN, and RDS. The spot will also be shared on MLS' digital and social channels.

"Game On" is part of MLS' larger "Our Soccer" campaign platform which has previously featured other stars of sports and entertainment who are fans of the league. This includes Atlanta-based rapper and Atlanta United fan 2 Chainz, singer and LA Galaxy fan Miguel, multi-platinum Latin music superstar Prince Royce, multi-talented singer, composer, and producer Gotopo, and Grammy-nominated DJ and producer TOKiMONSTA.

The 2025 brand campaign has been produced by Cornerstone, MLS' creative agency of record. With the launch of "Game On," MLS continues to showcase its energy, entertainment, momentum, and welcoming spirit - solidifying its position as a leader in the world of soccer.

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