How do you ignite passion for a tournament most fans don’t know exists? Leagues Cup faced a fundamental problem: despite being North America’s premier MLS vs Liga MX competition, awareness remained stagnant while confusion about the stakes ran high.
We created a content ecosystem that turned education into entertainment. From player-driven films captured at MMT Miami to cross-border fan experiences and a remixed anthem, every asset revealed what’s truly at stake. Through bilingual storytelling and “face-to-face” visuals that brought rival players eye-to-eye, we gave fans the context to care. The result: record-breaking viewership and a rivalry North America finally understood.