Major league soccer

Context: Major League Soccer (MLS) faced a pivotal moment. Amid surging U.S. soccer popularity and star player acquisitions, they sought to capitalize on this momentum. Their challenge: evolve their digital platforms into game-changing experiences that deepen fan engagement and cultivate passionate fans—all while competing against entrenched American sports and global soccer leagues.

Goal: Develop a distinct and single minded value proposition for a next-gen MLS digital ecosystem. It must serve as a guiding light for product, marketing, and content teams, aligning them around a unified vision of what the fan experience should be and why it matters.

Solution: Our approach involved deep collaboration with the MLS strategy, marketing, and product teams. By synthesizing direct consumer insights, comprehensive category research, and internal ideation sessions, we crafted a north star digital proposition and supporting innovation framework. This strategy aims to engage fans on multiple levels, far surpassing the traditional role of providing basic soccer intel on a website or app.