MLS Brand Case Study

Major League Soccer partnered with SME to develop a branding campaign to position MLS as the North American version of soccer. SME conducted research to understand how MLS is perceived and identified its strengths. They created a brand positioning statement, "Football. Fútbol. Soccer.", to unite MLS teams, fans, and players and heighten awareness of MLS both in North America and globally. The campaign aims to communicate that soccer is a simple, pure, and beautiful game that connects people worldwide.