The start of the 2016 Major League Soccer season is rapidly approaching. Preseason matches are underway, new kits have been launched, and the league has officially unveiled its new promotional campaign, “Stand as One.”
The campaign will be rolled out throughout the 2016 season and will feature creative elements including TV spots, in-venue visibility and social media content. MLS has developed a reputation for creative and brilliant marketing and the “Stand as One” campaign fits the bill.
[quote_box_center]“‘Stand as One’ is an invitation to join us, to declare a favorite team and to become part of our growing league and infectious fan culture that you can shape and define,” MLS chief marketing officer Howard Handler said in a statement released by the league.[/quote_box_center]
Going into the 2016 season, there are a number of major narratives to keep an eye on. Will the MLS Cup Champion Portland Timbers repeat or do they regress? How does record Homegrown Player signing Jordan Morris fit into a Seattle Sounders side that now has a distinctly Oba-shaped hole? How do the new-look LA Galaxy fare after what can only be described as an extremely underwhelming 2015? How do LAFC look to disrupt the Galaxy’s place in the Los Angeles scene? How will the reigning Supporters’ Shield holders, the New York Red Bulls, fare in year two of the Marsch era? Will the San Jose Earthquakes be the last team to host the MLS All-Star game in its current format?
The answers to all these questions will be revealed over the course of the 2016 season, and along the way, even more questions will be asked. As a growing league, MLS has multiple irons in the fire. The topic of expansion dominates the minds of many. Adjacent to the league expanding teams is the issue of existing teams expanding their fan bases. The “Stand as One” initiative is designed to spur prospective fans to make an emotional connection to whichever team they decide to support.
Created collaboratively between The Brooklyn Brothers marketing agency and MLS’ in-house marketing and creative team, “Stand as One” has been designed to elevate the movement and the sport of soccer in North America, the league said in their release. The campaign is meant to highlight the fan and stadium experience that is unique to MLS’ core, as well as the world-class quality demonstrated by the league’s players each and every week.
The campaign debuted this week with the release of a 30-second TV spot, which you can view below: