Don’t like soccer? Yes you do, says ESPN.

To advertise its MLS coverage, ESPN is rolling out a campaign from Wieden + Kennedy that says, essentially, that soccer is a lot like baseball, football and basketball. Which isn’t really true, but you have to appeal to non-soccer fans somehow. See the ads here. The tagline is, “You are a fan. You just don’t know it yet,” which sounds intriguing enough, although in my experience, when someone uses a phrase like “You just don’t know it yet,” you have to wonder if maybe you’re better off not knowing.