Development News: VIDEO - "Football. Fútbol. Soccer. MLS" , and the story behind it...

The effort, handled in-house in conjunction with design and branding agency SME, New York, comes with the premise that MLS is "the North American dialect of the world's game."MLS is in a growth mode, both on the field and in the business community. Four teams have been added since 2005; two more will enter by 2010 for a total of 16. Attendance and awareness are up, due in no small part to the arrival last season of Beckham with the Los Angeles Galaxy.  Marketing partners are investing more time and money, including adidas, Pepsi and Anheuser-Busch. And there has been an increase in new soccer-centric stadiums, such as Toyota Park, Dick's Sporting Goods Park, The Home Depot Center and Pizza Hut Park.

The effort is based on a two-year MLS study among consumers and marketers regarding soccer, sports and the league. MLS spent about $3 million on U.S. media in 2007, per Nielsen Monitor-Plus.

Here's the great new 30-second TV spot, which will debut during Saturday's slate of five games; then show during Sunday's match, Thursday's ESPN doubleheader, and throughout the season...ENJOY =)"The language of MLS is...
in the SOUL of our clubs...in the SONGS of our fans..in the HEARTS of our players...in the WILL of a champion...in the WORDS that unite...
Football. Futbol. Soccer. MLS"( posted by MLS @ YouTube on March 28 )