MLS Ignites 30th Season with Dynamic ‘Game On’ Campaign Featuring Doechii

By Kyra Greene

Major League Soccer (MLS) is kicking off its milestone 30th season with the launch of its electrifying new brand campaign, “Game On.” Designed to capture the relentless energy and momentum that define MLS, the campaign highlights the league’s world-class on-field action and the deep emotional connection it fosters within its vibrant community.

Leading the charge in this campaign is trailblazing rap artist and Grammy-nominated sensation Doechii. With nominations in three categories, including Best New Artist and Best Rap Album, Doechii is set to perform at the Grammys on February 2. Her connection to soccer extends beyond fandom—she played the sport in her youth, making her an authentic voice for the fusion of music, culture, and sports.

“Game On” encapsulates the essence of MLS: a league driven by passion, tradition, and an ever-growing supporter movement. Built on research and data, the campaign reflects how MLS’ dynamic energy fuels an immersive experience that extends beyond the field. With a mix of homegrown talent and international stars, MLS continues to provide a unique community that thrives on excitement and unity.

“At MLS, the fan’s emotion is at the heart of everything. 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,” said Radhika Duggal, Senior VP & Chief Marketing Officer, MLS. “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.”

As MLS embarks on its landmark season, “Game On” sets the tone for a year of thrilling matches, cultural synergy, and an ever-expanding fan experience that continues to redefine the beautiful game in North America.