Leagues Cup Tourney Takes It to the Next Level

In a bid to build support around the tournament, the Leagues Cup has launched a comprehensive campaign, "More Than Soccer." The work embraces friendly rivalry on the pitch and seeks to foster a sense of unity within the sport's larger community.

The campaign, led by Industry, comprises a film, music video and an educational component. Adidas is the principal sponsor.

"Our objective is to continue to build the chapters around the soccer culture in North America, but 'More Than Soccer' is a powerful platform where clubs can also create their own narratives," says Marcela Garcia, Leagues Cup vice president of brand marketing. "We want to make sure that we are engaging the 47 clubs that are part of the tournament so they are also building their own rituals and building on the energy the fans are bringing."

At it's core, "More Than Soccer" highlights overlapping cultures within families. For example, parents can be Liga MX Chivas fans, while the kids support Major League Soccer's LAFC.

Filmed in Mexico and Miami, "Celebrating Rivalry" features some of the world's beloved soccer players, showing Messi and his epic goal in last year's tourney. Actor Matthew McConaughey, co-owner of Austin FC, is seen banging those famous drums on the pitch before a raucous crowd. Jorge Campos, who has played in Mexico and the U.S., also appears, and women get screen time too, plus MLB vet AJ Ramos and artist Georgina Trevino.

Oved Valadez, co-founder and executive creative director of Industry, points to the importance of the latter two who appear--both have Mexican heritage. Ramos is New York-based, but sports an Atlanta jersey, while Trevino lives in L.A. and wears a shirt that represents Tijuana. Such images illustrate that the effort "brings people together, but also celebrates their differences."

The campaign is running across all Leagues Cup social channels, the individual clubs, Major League Soccer and Liga MX, as well as its broadcast partners, including Apple +, which is streaming all 77 matches, and beyond, through the end of the tournament (it runs July 26-Aug. 25). 

The Leagues Cup anthem, "Nuestros Colores," which debuted in late June, was produced by Emilio Estefan, Jr. It features Taboo and Christian Nodal.

There are plans for post-tournament marketing that will leverage earned media during the MLS  and Liga MX playoffs. 

"I think the opportunity for us is to keep telling the stories around the two leagues and the relevance of how they come together," says Garcia.