MLS Reports 62% Ticket Sales Growth Ahead of All-Star Week.

Roger Hampel

Image: MLS

The 2026 FIFA World Cup may be over, but Major League Soccer is already looking ahead. MLS All-Star Week (July 29th) is the league's first major opportunity to convert record interest in football into long-term fan engagement.

Taking place in Charlotte ahead of the MLS All-Star Game presented by Chime, the week has evolved into one of the league's largest annual business platforms, bringing together sponsors, clubs, players, media partners and supporters through a series of activations designed to convert World Cup interest into long-term fan engagement.

The strategy comes as MLS reports record advertising awareness and significant ticket sales growth following its latest league-wide marketing campaign.

World Cup Interest Continues Beyond the Tournament MLS

Just days after launching its "Thanks, World. We'll Take It From Here." campaign, MLS reached an all-time high in YouGov BrandIndex advertising recall.

According to league data, 14.4% of U.S. adults recalled seeing an MLS advertisement during the previous two weeks, the highest figure recorded by YouGov for the league.

Commercial momentum has also translated into match attendance. MLS says ticket sales across the league increased 62% when comparing the 40 days before the FIFA World Cup with the 40 days during and immediately after the tournament.

Meanwhile, 22 MLS clubs are participating in the "First Match on Us" initiative, offering complimentary tickets to attract supporters introduced to the sport during the World Cup.

MLS All-Star Has Become a Commercial Ecosystem

While the All-Star Game remains the headline event, MLS has built an entire business ecosystem around it. The week's programme includes:

• Soccer Celebration

• MLS All-Star Skills Challenge presented by AT&T

• MLS NEXT All-Star Game presented by Allstate

• Community Day presented by POWERADE

• Hometown Heroes Showcase presented by RBC Wealth Management

• MLS Board of Governors Meeting

• MLS All-Star Game presented by Chime

  
  

Official league partners have developed activations spanning product demonstrations, gaming, music, hospitality, community programmes, athlete appearances and retail.

Examples include:

• Audi combining vehicle test drives with Formula One displays and MLS-themed experiences.

• The Home Depot hosting football challenges, supporter watch parties and appearances by MLS legends.

• AT&T integrating its brand into the Skills Challenge while organising fan experiences featuring current players and former U.S. internationals.

• Discount Tire attempting a Guinness World Record through a supporter-generated photo mosaic.

• DoorDash creating personalised merchandise stations alongside alcohol-free hospitality experiences.

• Coca-Cola returning with its annual Beats, Cleats and Eats festival, blending football with live music and fan culture.

World Cup Stars Return to the Spotlight

The sporting programme also reinforces the commercial narrative.

As of 25 July, 18 players who participated in the FIFA World Cup—10 representing MLS clubs and eight from Liga MX—are scheduled to take part in All-Star festivities.

The week also features appearances from former U.S. national team stars including Landon Donovan, Clint Dempsey, Cobi Jones and Marcelo Balboa, connecting the World Cup with the league's broader storytelling and fan engagement strategy.