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May 28, 2010 at 3:13 PM

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

MLS LAUNCHES NEW “90 MINUTES” ADVERTISING CAMPAIGN

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.

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