Lionel Messi has certainly boosted the visibility of Major League Soccer, and with next year’s World Cup coming to North America, the league will likely gain even more attention. But it seems MLS is looking beyond just the game itself to engage new fans.
Kamilo Durana, the Executive Vice President of MLS, mentioned that the league is focused on merging “culture, entertainment, and sports.” He noted, “We discovered that fans are engaging with our content in various ways. Some might discover our games while they’re airing, while others visit a stadium for the first time and then really connect with what they see.”
To capitalize on this, MLS has teamed up with rapper Doechii for a campaign that launched ahead of the season.
Another strategy has involved leveraging the popularity of video games, especially through the EA Sports soccer series now called EA Sports FC. Following the end of the EA-FIFA licensing agreement in 2022, NewZoo, a gaming industry data provider, reported that FC 25 was one of the fastest-growing games worldwide.
Durana emphasized, “Through our established partnership with gaming, especially EA, we’ve realized that video game titles can be a powerful entry point for fans of MLS and sports.” He added, “Players often experience the game first, which then leads them to engage with MLS, its teams, and players. Our collaboration with EA and initiatives like EMLS have proven to be effective in drawing people into the soccer world.”
EMLS is a professional esports league established through this partnership with EA, bringing MLS deeper into the gaming universe. EMLS players compete in various leagues and tournaments, including the EMLS Cup, which took place at the Whitney Museum in Manhattan last March.
This New York event combined competitive gaming with a panel focused on fan engagement, featuring former NFL player Chad Johnson and live concerts.
At the core of the league’s strategy is the aim to connect sports with culture and entertainment. Durana remarked, “These events help us reach diverse cultures and attract different kinds of fans. It mirrors how people consume content today—accessible and varied. Positioning ourselves at this intersection is a compelling way to resonate with new audiences.”
