With the launch of MLS Season Pass, Apple TV reshaped how an entire sport was consumed. For the first time in the history of the league, fans were able to access everything from MLS in one place, allowing them to watch their favorite club and players seamlessly, the way watching sports should be.

However, being a new entrant in the saturated sports streaming landscape, destination association was our biggest challenge, with only 6% of MLS fans naming Apple TV as the exclusive streaming partner. We needed to continue introducing the partnership and build association among MLS’s biggest fans in a way that was uniquely Apple while letting fans know Apple TV is where MLS plays.

We developed a versatile design system applicable to all 29 teams, featuring a clean background, a key player, and a perpetually centered logo.

For the logo to become the ball, we had to try multiple iterations of the players' moves combined with different logo positions and rotation angles to achieve each billboard's desired outcome: Showcasing each player's signature move in an iconic way while making tv synonymous with soccer.

The campaign reached over 25M impressions, and subscriptions increased by 2.3X compared to last year’s launch. We also succeeded in producing a strong positive sentiment at 22% and had our highest brand association since the creation of MLS Season Pass.