MLS 12TH PLAYER

Campaign

The 12th Player is our campaign solution to MLS’s post–World Cup attendance drop. After researching fan behavior, we found that people come to games for the culture and experience, not just the sport itself. So we built a fan-appreciation identity that celebrates supporters as the league’s “12th Player.” The campaign includes a special #12 Game, ticket discounts, Thirsty Thursday drink nights, custom merch, local community outreach, and partnerships with food and drink brands as the “perfect 12th player.” Overall, the idea focuses on bringing fans back by making MLS feel fun, cultural, and connected again.