Major League Soccer is executing its most ambitious marketing push in 33 years by anchoring a post-2026 FIFA World Cup advertising blitz with a reimagined Amazon Music Original cover of A Tribe Called Quest’s “Can I Kick It?” This deal directly impacts publishers and rights holders, as the league secured exclusive vocals and lyrics from breakout artist Samara Cyn alongside production by DJ Premier to create a track tailored specifically for the league’s brand.
Historic Scale and Streaming Distribution
The campaign, tagged “Thanks World, We’ll Take It From Here,” represents the largest coordinated marketing effort in MLS history, designed to convert millions of new global soccer fans into long-term league subscribers. Radhika Duggal, CMO of MLS, stated the initiative aims to ensure fan journeys continue after the tournament concludes by connecting audiences with local clubs and communities through culture and music. The rollout begins on Fox during World Cup semifinal and final coverage this week before expanding to Amazon, Apple TV, Tubi, and other social platforms.
This strategy leverages the massive ratings surge from the 2026 World Cup, which has delivered NFL-like numbers for games featuring the U.S. team and a halftime show comparable to the Super Bowl. By betting on reinvigorated interest in domestic soccer, MLS is following a path similar to its 1994 World Cup launchpad, now utilizing a content partnership with Amazon that names Fire TV and Alexa devices as official content partners. The league previously released four original content series timed for the World Cup, including “Cup Dreams” on Amazon Video, which generated over 400 pieces of distributed content.
Club Promotions and Music Rights Strategy
Beyond the central audio asset, the campaign integrates all 30 MLS clubs, with 22 offering “first match on us” promotions that include free tickets to drive immediate attendance. Camilo Durana, executive vice president and chief business officer of MLS, emphasized that the league is turning global excitement into lasting engagement as the season resumes.
The music component highlights a growing trend of leagues commissioning exclusive covers to anchor major ad buys, creating new revenue streams for songwriters and producers while offering streaming platforms unique original content. The DJ Premier-produced track features new lyrics from Samara Cyn, positioning her as a key voice in this intersection of sports marketing and hip-hop culture. This approach mirrors previous MLS efforts to integrate Black music artists into their branding, such as the earlier “Our Soccer” spot featuring Miguel and the 2 Chainz campaign for Atlanta United, reinforcing the league’s commitment to cultural relevance in its marketing strategy.
For editorial consideration and industry coverage inquiries, contact Radio Facts.
