MLS resumes season aiming to capitalize on World Cup buzz
After a break for the World Cup, MLS returns to action, hoping to leverage global football interest and star power like Lionel Messi to attract new fans.
Auteur d'une Coupe du monde exceptionnelle avec l'Argentine, Lionel Messi est le visage de la MLS. (Mutsu Kawamori/AFLO/Presse Sports)
Following a pause that began on May 26, the MLS is set to resume its campaign, looking to capitalize on the heightened interest in soccer across the United States. The league has launched a massive advertising campaign costing over 10 million dollars, designed to reach new audiences.
The league's marketing push centers on its high-profile stars, including Lionel Messi of Inter Miami and South Korean international Heung-min Son, who plays for LAFC.
Having the best player in the world, Messi, in MLS is incredible. It proves the quality we have in our league, — Dan Courtemanche, MLS Communications Director.
The league has also bolstered its ranks with the addition of Polish striker Robert Lewandowski, who has signed with Chicago Fire. MLS leadership hopes that these elite signings will help shed the league's lingering reputation as a second-tier competition, a perception often driven by salary cap restrictions and historically modest broadcast numbers.
As the league celebrates its 30th anniversary, the primary goal remains converting temporary tournament viewers into loyal local club supporters. The regular season is set to conclude on November 7, with four matches scheduled to kick off the return tonight.