Athlete & Content Productions

Media Amplification

How MLS Partnered with RB to Capture Youth Culture

Call Up

In 2023, Major League Soccer turned to RB to do more than just film football – they wanted to capture culture. From the Generation Adidas Cup to the MLS All-Star Game, our mission was the same: bring the global Gen Z fanbase closer to U.S. football through fresh, authentic, social-first storytelling. This wasn’t about matchday highlights, it was about building narrative, community, and global excitement around the incredible initiatives the league has 365 days a year.

Tactics

Across both campaigns, RB deployed lean, agile teams embedded on the ground – capturing everything from viral skills challenges and pro-player banter to kit drops, youth stars, and BTS locker room moments – all hosted across Rising Ballers’ channels.

• 130+ assets across TikTok, Instagram, and X
• Collaborations with talent like Cavan Sullivan, Footballer Fits, and MLS NEXT athletes
• Co-branded posts rolled out in real-time to maximise platform heat and drive youth engagement
• Every post felt native, every drop felt timely – all designed to meet Gen Z where they scroll.

Certified Work

Tens of millions of impressions organically

Viral clips with Sergio Busquets and Riqui Puig

Real-time engagement from creators, players, and clubs

Audience crossover between football and culture – from Ohio to Europe

Proven format both activations showcased a scalable model to bring MLS to new eyes and future fans

The Commentary

“Rising Ballers have been exceptional partners from the very first day we began collaborating. They bring a unique perspective to their coverage and a level of care that goes far deeper than a simple brand execution. They are trusted and beloved by our players and it’s always thrilling to see the looks on our young players’ faces when they realize they’ve been featured on Rising Ballers. Everything from the inception of their ideas to the execution of their work is top tier. From the founders to the staffers, they’re truly a gift to work with.”

Rawan Eewshah

Vice President of Social at MLS