MLS Holding Contest for Fans to Design Album Art for New Official Anthem

The ongoing MLS Unites initiative focuses on creative expression this week

Roger Bennett's portrait of Stefan Frei Major League Soccer
Headshot of David Cohen

Major League Soccer is giving fans the chance to design the album art for its official anthem, which was created by Grammy Award- and Oscar-winning composer Hans Zimmer and will be released on streaming platforms later in the year.

The anthem will be played during pregame player processions at all of the league’s matches, and it will be the featured audio signature on MLS broadcasts around the globe.

Fans can enter through May 24 by posting their album design on Instagram or Twitter, tagging @MLS and including the #MLSArtContest hashtag in the post. The winner’s artwork will be featured across all platforms where the anthem is available, and he or she will also get a trip for two to the 2021 MLS All-Star Game presented by Target.

Major League Soccer

MLS senior vice president of brand and integrated marketing David Bruce said, “We wanted to give our fans the opportunity to leave their mark on one of MLS’ most important assets, our musical signature and anthem. Creating a competition for our fans to design a piece of album art is a unique and special way to celebrate the creativity and passion of our soccer community. Our new Hans Zimmer anthem expresses the progressive tone and culture of soccer in MLS, and we look forward to seeing the amazing contributions of our fans to capture this.”

The league’s ongoing MLS Unites initiative will focus this week on how clubs, players, coaches, staff, partners and fans are using creative expression to help bring communities together, all while staying apart.

Examples include: D.C. United midfielder Felipe Martins and his wife staying safe at home while dancing; Portland Timbers midfielder Diego Valeri showing off his guitar skills with his daughter, Connie, to raise money for the Oregon Food Bank; Sporting Kansas City sharing coloring pages, word searches, mazes, crossword puzzles and jigsaw puzzles via its Sporting’s Kid Zone; and Seattle Sounders FC auctioning off portraits of one another by Roger Bennett, co-host of podcast and NBCSN show Men in Blazers, and goalkeeper Stefan Frei, with proceeds supporting the Seattle Sounders FC Relief Fund, established to provide financial support to individuals and small businesses in the neighborhoods surrounding CenturyLink Field that have been impacted by Covid-19.

Roger Bennett shows off his portrait of Seattle Sounders FC goalkeeper Stefan Frei
Major League Soccer
Frei's portrait of Bennett
Major League Soccer

Finally, Honey Bunches of Oats, official cereal partner of MLS, teamed up with Houston Dynamo forward Christian Ramirez on the Score for More social media campaign to benefit Feed the Children.

Fans are encouraged to find new ways to score goals while social distancing—trees, cones, garage doors and other objects are fair game—and share videos of those goals on Facebook, Instagram or Twitter with the #ScoreForMore hashtag.


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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