As the excitement surrounding the 2026 FIFA World Cup next week will begin to fade, Major League Soccer has launched what it describes as the largest marketing campaign in league history. The campaign, titled “Thanks World, We’ll Take It From Here” with the slogan “Come Kick It,” is designed to encourage fans who embraced the World Cup to continue following the sport by supporting their local MLS clubs.
The strategy extends beyond traditional television advertising. MLS is utilizing social media, digital campaigns, community events, local club promotions, and the “First Match On Us” initiative, which offers complimentary tickets through participating clubs. The campaign also features recognizable figures including Lionel Messi, Son Heung-min, Diego Luna, Evander, and prominent club owners such as David Beckham, Matthew McConaughey, Magic Johnson, and Kevin Durant.
On paper, the concept is difficult to argue with.
The 2026 FIFA World Cup introduced millions of casual fans to soccer on North American soil. Television ratings were strong throughout the tournament, and MLS is now attempting to convert that temporary excitement into long-term supporters of the domestic league. Encouraging fans to experience the atmosphere of a live match rather than simply watching on television is a logical next step.
The larger question, however, isn’t whether the campaign is good.
It’s whether it arrived too late.
During the World Cup itself, soccer dominated sports conversations across the United States and Canada. Stadiums were filled, social media buzzed with highlights, and many first-time viewers were discovering the sport. Some observers argue that MLS could have begun building momentum during the tournament rather than waiting until it concluded to launch its most ambitious promotional effort.
That timing may ultimately determine how successful the campaign becomes.
MLS has spent decades establishing itself as a stable professional league, but converting World Cup viewers into weekly supporters has historically been one of its biggest challenges. The coming months will provide perhaps the clearest indication yet of whether a global event can permanently grow the league’s fan base.
There are also outside factors working against the campaign. As the summer progresses, the American sports calendar becomes increasingly crowded with NFL training camps, preseason football, baseball’s playoff push, and the return of college athletics. Capturing public attention during that period becomes significantly more difficult.
If “Come Kick It” succeeds, it could become one of the defining initiatives of MLS Commissioner Don Garber’s tenure, demonstrating that the league successfully capitalized on the unprecedented attention generated by the 2026 World Cup. If it falls short, many will inevitably revisit the same question:
Did Major League Soccer simply wait too long to ask the world to keep watching?
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