Major League Soccer: Next-Gen Fandom

OS Studios showcased next-gen sports fandom with Major League Soccer – fusing football, gaming, music, and culture to captivate next-gen audiences.

  • Cash Cobain live performance energizing next-gen football fans at MLS cultural takeover
  • Student-led panel redefining next-gen sports fandom during MLS Game On event featuring Paul Guest
  • Adidas Kickback party showcasing next-gen sports fandom with MLS and OS Studios
  • Fans watching the eMLS Cup Final, showcasing the excitement and energy of next-gen sports fandom with Major League Soccer

The Ask

OS Studios were challenged to imagine and execute a showcase of next-gen sports fandom with Major League Soccer. The goal: reach Gen Z audiences through cultural crossover – bringing together football, gaming, streetwear, music, and digital storytelling in a way that resonates online and on the ground.

The Results

What does next-gen sports fandom with Major League Soccer look like? OS Studios partnered with MLS to redefine the sports experience for new audiences. Through immersive in-person and digital activations across New York City, we helped Major League Soccer merge football with gaming, music, art, and culture – drawing in new fans and creating unforgettable moments.

What we did

To deliver next-gen sports fandom with Major League Soccer, OS Studios executed a multi-day cultural takeover that combined:

  • A high-energy adidas Originals event called The Kickback
  • Live performances from Cash Cobain and DJ Silva Soundz
  • Next-gen fan panels with student voices and surprise guests
  • An immersive fan experience at The Whitney Museum of American Art
  • Full broadcast and production of the eMLS Cup Finals
  • Strategic content capture and media coordination for broadcast and press

How we did it

Immersive Experience Design

We reimagined traditional event spaces—turning The Whitney into a living, breathing fusion of football and art. Custom turf, locker room setups, and FUT card photo activations made the event interactive and highly shareable.

Turnkey Production & Broadcast

OS handled full-scale production across every touchpoint: control rooms, stage builds, tournament logistics, and broadcast support. Casters Brandon Smith and Mike LaBelle delivered top-tier commentary through long show days with energy and professionalism.

Culture-Driven Storytelling

The Kickback brought together gaming, fashion, and nightlife. Music headliners had fans lining up early and dancing all night, while gaming stations kept engagement high. Panel sessions broke from tradition, spotlighting student voices and authentic creators alongside Ocho Cinco.

Strategic Amplification

From press strategy to data collection, we ensured that next-gen sports fandom didn’t end at the venue. We increased reach through social media amplification, content sharing, and partner integrations—while capturing 10,000+ new contacts through thoughtful data strategies.

Want to see how OS Studios redefines sports fandom across other leagues? Check out our work with Call of Duty Next and other live sports experiences.