Latin Grammy-nominated singer Prince Royce has teamed up with the MLS to be the voice of the upcoming 2019 season.
Royce leads the league’s “Our Soccer” campaign that was launched on Tuesday, aiming to highlight the intersection of sports, culture and entertainment, and celebrate the most culturally diverse fanbase in all of North American sports.
“I think it’s one of the sports that has the most passion. You see so many cultures, languages — that’s the great thing about music and the great thing about soccer,” Prince Royce said. “I’m from New York, where we have two teams, and I moved to Miami, and having a team coming to Miami is super dope. As a fan I think we’re all excited. It’s great to see MLS grow, and for all of these cities to have more sports, more passion, more laughter and more soccer.”
Royce is wearing an Inter Miami CF jersey representing David Beckham’s newly-formed team while at a while viewing party Grammy-nominated producer and DJ TOKiMONSTA (sporting LAFC gear) in the video.
“The ‘Our Soccer’ campaign captures the unique spirit, confident attitude and diverse environment that embodies MLS,” David Bruce, MLS VP of brand and integrated marketing, said in a statement. “It celebrates the MLS supporter culture and illustrates how fans are creating their own rituals and traditions that define the North American version of the global game. The campaign also showcases how cultural influencers view the league as an authentic representation of themselves and a place to more deeply engage with fans.”
The “Our Soccer” spot with Royce was filmed in English, Spanish, Spanglish and French-Canadian (for MLS’ fans in Quebec) to represent the MLS’ multicultural fan base. It will run on MLS partner networks including ESPN, FOX Sports, Univision, TSN and TVA Sports, and across international broadcast partner platforms, as well as the league’s own digital channels.
The 2019 MLS season kicks off on Saturday, March 2.
“Our Soccer” was produced by Cornerstone and The FADER.
The brand campaign first debuted in 2018 with a spot and featured Atlanta-based rapper and Atlanta United fan 2 Chainz. During the 2018 World Cup, MLS released a second spot featuring singer, songwriter, producer and LA Galaxy fan Miguel.
Watch the campaign videos above and below.