“Right customer, right message, right channel, right time,” Duggal said. “That’s how fans expect to be treated, and that’s essentially what we’re doing.”

Moving forward, MLS will roll out a mid-season campaign, along with fan activations like live events with celebrities, games, and prizes. 

“We’ll be activating throughout the year, but first and foremost, our matches are the activations,” Duggal added.