Rivalry Reignited

Leagues Cup aimed to become a premier international soccer tournament that united and captivated fans across North America. By showcasing the intense rivalry and passion between MLS and Liga MX, and providing a direct pathway to the CONCACAF Champions Cup, we sought to solidify the tournament's significance in the global soccer landscape.

Our creative process extended beyond traditional marketing strategies, establishing a cultural movement around the tournament. We developed a brand identity rooted in three core values: unity, rivalry, and audacity. These values reflected the essence of North American soccer and provided the foundation for our creative approach.

Our creative platform, "More than Soccer, This is Leagues Cup," emphasized the tournament's significance as a celebration of cultural diversity, the passion of all 47 participating clubs, and the intense rivalry within North American soccer. This slogan served as a guiding principle for all aspects of our campaign.

A key element of the campaign was the anthem "Nuestros Colores," featuring a diverse lineup of Latin music superstars. This anthem showcased the tournament's global appeal and cultural richness. We also featured a diverse range of talent, from real fans to celebrities and football legends, reinforcing the campaign's message of inclusivity and connection. Iconic figures like Jorge Campos, who has played in both MLS and Liga MX, were joined by celebrities such as Matthew McConaughey, David Beckham, and Christian Nodal.

The campaign's manifesto boldly declared the tournament's significance, highlighting how families can support multiple teams due to its unique nature. Jorge Campos embodied the rivalry and unity that define the Leagues Cup.

By integrating diverse musical talent, engaging visuals, and a compelling brand narrative, we transcended traditional sports marketing and positioned Leagues Cup as a significant cultural touchstone in North American soccer.