Ogilvy to 'Engage the Soccer Curious’ for MLS' Next Chapter

Major League Soccer (MLS) has selected Ogilvy as its agency of record.

The appointment comes as North America gears up for the FIFA World Cup 2026, which begins in June. MLS' history is intertwined with the World Cup, as the soccer league was founded to secure the USA's host status for the 1994 World Cup.

Together, MLS and Ogilvy will be using the momentum and excitement of this year's tournament to position itself at the heart of the 'sports as culture' movement. The first creative work under this new partnership, 'MLS is Back', is set to launch in mid-February to kick off the 2026 MLS season. 

"MLS is one of the most dynamic creative platforms in sports," said Wes Phelan, creative lead at Ogilvy. "We’re building a bold, modern expression of the league that captures its energy today and invites new audiences into the spectacle of the game."

"Our partnership with MLS exemplifies how Ogilvy brings creative excellence and business strategy together to drive outcomes," added Rajesh Midha, group global client lead at Ogilvy. "With FIFA World Cup 2026 approaching, MLS has a rare growth inflection point, and our focus is engaging the ‘soccer curious’ and turning them into passionate, long-term fans through work designed to deliver meaningful, sustained business growth for the league."

Selecting Ogilvy as its AOR signals MLS’ commitment to driving sustainable growth, adding new fans for the league and its clubs during a time where global soccer fans will have their eyes on North America.

"There’s real momentum behind MLS right now, and a no-apologies energy that defines the league," said Jared Lowenthal, executive group director at Ogilvy. "Our team is hands-on in turning that spirit into work that feels immediate, authentic, and built to scale as MLS enters its next chapter."