Mediahub has been appointed media agency of record for Major League Soccer (MLS), overseeing media planning and buying across traditional and digital channels, including linear TV, CTV, online video, social, and out-of-home, as well as providing consultative services for the league’s 30 clubs.
The decision comes as MLS looks to capitalize on the upcoming FIFA World Cup 2026 in North America, which the league sees as a chance to convert a wave of soccer-curious U.S. fans into followers of its clubs and players’.
Following Mediahub’s appointment, MLS Chief Marketing Officer Radhika Duggal commented, “We selected Mediahub because they bring a rare combination of channel innovation, deep sports expertise, and the ability to operate seamlessly at both the national and local level… This is about creating a more connected media ecosystem for soccer in North America that amplifies our reach, sharpens our storytelling, and ultimately accelerates fan growth.”
Mediahub U.S. CEO Nicole Estebanell added, “We are honored to be selected as the media partner for Major League Soccer, especially heading into the World Cup.” She continued, “Media plays a powerful role in how sports live in culture. We have built and operated models like this across sports and entertainment, and with the backing of Omnicom Media, we are focused on helping MLS and its clubs operate as a more connected system and translating that into sustained fan growth.”