Follow us:

Sounders FC

Daily coverage of Seattle Sounders FC, MLS and world soccer.

May 28, 2010 at 3:13 PM

MLS unveils new “90 Minutes” ad campaign (via release)


Bilingual campaign focuses on the sport and its supporters

NEW YORK (May 28, 2010) – Major League Soccer today announced the launch of its new bilingual advertising campaign, “90 Minutes.” The first 30 second spot will go into rotation this weekend during the U.S. vs. Turkey Men’s National Team game, as well as during MLS broadcasts. The campaign, which will include a second spot that will debut during the World Cup, will air throughout the world’s most watched sporting event, which for the first time is taking place on African soil, in South Africa.

To see the first “90 Minutes” spot, click here.

The campaign, created by Dentsu America, New York, captures the true essence of the sport of soccer through a high-energy, time-themed narrative. The visual elements reflect the authenticity, integrity, inclusiveness, possibility and excellence of Major League Soccer, its players and its fans, who combine to characterize the sport in the United States and Canada. 90 minutes is universally understood as the length of a soccer match. Anywhere you travel, fans know that anything can happen within 90 minutes.

The television spots feature an original score and the campaign incorporates taglines such as “Minute 23. A shot so powerful, the opposing fans cheer,” and “Minute 89. You’re holding on to a scarf, as if your life depended on it.”

In addition to the television campaign, the “90 Minutes” thematic will be featured online, in print and on jumbotrons across North America, capitalizing on the attention the World Cup will receive from North American soccer fans this summer. Running before, during and after the tournament, the campaign aims to entice fans of the world’s most popular sport with the joy and drama of being in the stadium for MLS games.

“Our goal with this new campaign is to connect MLS and our Clubs with World Cup fans and viewers in an authentic and meaningful way,” said Kathy Carter, Executive Vice President, Major League Soccer and Soccer United Marketing. “Dentsu America has experience in developing the brand messaging for Fortune 500 companies who are already connected to the World Cup and the global culture of soccer. We knew they would be able to craft a message that communicates our League’s values to existing and potential fans.”

The 30-second spots are scheduled to air on ESPN, ESPN2, ESPN Deportes, Fox Soccer Channel and Univision during World Cup telecasts, additional World Cup-related daytime and prime time programming, as well as national and regional MLS broadcasts.


No personal attacks or insults, no hate speech, no profanity. Please keep the conversation civil and help us moderate this thread by reporting any abuse. See our Commenting FAQ.

The opinions expressed in reader comments are those of the author only, and do not reflect the opinions of The Seattle Times.

The Seattle Times

The door is closed, but it's not locked.

Take a minute to subscribe and continue to enjoy The Seattle Times for as little as 99 cents a week.

Subscription options ►

Already a subscriber?

We've got good news for you. Unlimited content access is included with most subscriptions.

Subscriber login ►
The Seattle Times

To keep reading, you need a subscription upgrade.

We hope you have enjoyed your complimentary access. For unlimited access, please upgrade your digital subscription.

Call customer service at 1.800.542.0820 for assistance with your upgrade or questions about your subscriber status.

The Seattle Times

To keep reading, you need a subscription.

We hope you have enjoyed your complimentary access. Subscribe now for unlimited access!

Subscription options ►

Already a subscriber?

We've got good news for you. Unlimited content access is included with most subscriptions.

Activate Subscriber Account ►