The league has unveiled its new 2025 season campaign with hip-hop star Doechii as the face
Doechii is the star of the MLS’ 2025 campaignThe promotion will debut during the Super BowlMeant to represent relentless nature of the leagueMLSWHAT HAPPENED
With the 30th season of the MLS less than 25 days away, the excitement is already palpable – and it has been made even more so with the launch of the league’s new promotional campaign. Labeled “Game On”, it features budding hip-hop star Doechii as the face of the league.
The rapper, who has been nominated for Best New Artist at the 2025 Grammys, has an intimate connection to soccer, having played when she was growing up. Doechii is set to perform at the Grammys on Feb. 2. Known for her unique sound and boundary-pushing creativity, Doechii has an authentic connection to soccer, showcasing how music, culture, and sports seamlessly intertwine.
The MLS promotion, released across social media and YouTube, features a catalogue of MLS stars including Lionel Messi, Olivier Giroud and several others, and celebrates the 30th season of the league.
It is intended to represent "the fan’s emotion" accordign to Radhika Duggal, MLS senior vice president & chief marketing officer, .
“At MLS, the fan’s emotion is at the heart of everything," Duggal said. "The excitement is palpable, the momentum unstoppable, and the quality undeniable – this is MLS’ energy. It is a celebration of soccer, culture, and community that propels the league into the future. Working with Doechii on this campaign is a perfect match, making this collaboration a true celebration of our shared energy.”
AdvertisementWATCH THE PROMOTIONAL VIDEOGetty Images SportTHE BIGGER PICTURE
The promotion is a way for the league to bring in new fans, which it hopes to do by airing the ad during pre-game coverage of the Super Bowl. The league is set to run the ad simultaneously across local markets, and also throughout the season on MLS Season Pass. This comes with the MLS looking to captalize on their increased attention from U.S. fans.
“After coming off a record season in 2024," Duggal said, "2025 will be even better and with the eyes of the world on our sport and our league, the best is yet to come for MLS. Now is the time where the casual fan becomes a more avid fan, and with so many key events taking place in North America over the next two years, we have an unprecedented opportunity to continue to inspire fandom and drive our league forward.”
Getty Images SportWHAT’S NEXT FOR THE MLS?
Things have changed since the league was founded in 1993. MLS team sponsorship revenue grew by 13 percent last year while 17 percent of all Americans are now fans of the MLS and tune in regularly, according to the league.
It means that the 2025 MLS season has the potential to be one of the biggest yet. It all kicks off on Feb. 23 when Inter Miami take on New York City FC.