Within the follow-up advert, the one-minute manifesto “This is Rivalry. This is Leagues Cup,” Trade presents a household of Liga MX Monterrey followers coping with a dissenter who’d reasonably comply with the MLS’ Houston Dynamo. It picks up throughout an ill-tempered pickup recreation between a neighborhood’s L.A. Galaxy and Chivas followers and has Mexican goaltending legend Jorge Campos sporting a jersey that includes all sides of the Leagues Cup showdown.
The push has labored, because the match’s first weekend on the finish of July averaged crowds of 21,415, up from 17,269 final 12 months and together with a report 50,765 at Levi’s Stadium on July 27 for the San Jose Earthquakes’ matchup with Chivas Guadalajara on Saturday. The match’s sponsor rely is up from 9 in 2023 to fifteen this 12 months, together with AT&T, Coors, Geico, Frito Lay, Lowe’s, Gran Centenario and Caliente.
“Leagues Cup is a powerful testament to how we are uniting both leagues to grow soccer at the grassroots level,” mentioned Marcela Garcia, advertising and marketing vp for Leagues Cup. “With our new campaign, ‘More Than Soccer, This Is Leagues Cup,’ we are embracing the cultural diversity of soccer in our region.”
Talking to tradition
Valadez famous that whereas all the companions engaged on the Leagues Cup have the same mission—beginning North American soccer’s journey to the World Cup—its marketing campaign expanded upon “More Than Soccer” by revisiting the idea of “ni de aquí, ni de allá,” that means, “Not from here, not from there.”
Used to explain the angst of first- or second-generation immigrants who no don’t really feel embraced by their new nation however not really feel accepted by the nation they left, Valadez thought of “ni de aquí, ni de allá” a “very unique Latin American attitude.” Born in Mexico Metropolis, raised in Atotonilco el Alto within the highlands of Jalisco and moved to Chicago within the ‘90s, Valadez said the Leagues Cup provides an opportunity to give “ni de aquí, ni de allá” new meaning based on real insight Industry and MLS are receiving from soccer fans.
