MLSClaim Your Club

MLS asked us to turn casual sports followers into active fans and build excitement leading up to the 2025 MLS Cup.

Soccer can feel intimidating from the outside, as if you need a lifelong connection to earn a place in the stands. But ask fans how they found their club, and the reasons range from deeply personal to completely ridiculous. So we partnered with Ticketmaster on Claim Your Club, a sweepstakes and media campaign that invited fans to share their reasons for a chance to win big.

Then we brought those stories to life, sourcing, shooting, and producing five fan films across five cities in a single month. We met fans with heritage roots, a baseball superfan in LA trying to become a soccer fan, and a supporter who follows a team halfway across the country, even though it isn’t his hometown.

Together, they sent a simple message to anyone still on the sidelines: Maybe it’s your family. Maybe you just like the jersey. Whatever your reason, claim your club.