Marketing & Sponsorship
MLS All-Star Game: A Commercial Triumph
Once upon a time, the MLS All-Star Game was just East versus West for 90 minutes. Now, it’s become American soccer’s most sophisticated commercial machine.
The 2025 edition pitted MLS against Liga MX again, with the MLS triumphing 3-1 despite the absences of Inter Miami’s Lionel Messi and Jordi Alba, both of whom now face one-match suspensions after failing to answer their call-ups.
But the match itself no longer takes centre stage, with the MLS All-Star Week having evolved into a masterclass in monetising soccer culture.
“All-Star Week is positioned as a football festival,” league officials said. Translation: we’re selling a week-long soccer experience, not just 90 minutes, featuring skills challenges, fan festival events, eSports tournaments, community service, limited merchandise, and celebrity appearances.
The commercial structure is a who’s who of big names. AT&T 5G sponsors shooting, Old Spice takes touch, Bounty handles passing, GilletteLabs gets crossbar challenges. These are custom-built brand moments designed for Gen Z consumers who expect entertainment with their sports.
Since 2018, MLS and Liga MX have built a North American soccer ecosystem preparing for the 2026 World Cup. The All-Star format taps Mexican-American fanbases, creates Spanish-language broadcast partnerships, and gives sponsors like Target and Coca-Cola cross-market access they couldn’t reach separately.
This is cross-league collaboration that European football talks about but never executes. MLS and Liga MX are actually doing it.
Only 23% of Gen Z identify as avid sports fans versus 42% of millennials. Meanwhile, Gerard Piqué’s Kings League pulls 85% under-35 viewers, with 40% being new to football.
Europe’s stuck in fixture congestion and tradition, but imagine a traveling All-Star festival rotating through major cities with Premier League, La Liga, Serie A, and Bundesliga stars. The commercial potential would be enormous.
MLS figured this out years ago. When will everyone else catch up?
Insideworldfootball.com
**Title:** Croatia confirm Slaven Bilic return as former West Ham boss replaces Zlatko Dalic **Meta Description:** Slaven Bilic has been appointed Croatia head coach for a second spell after Zlatko Dalic stepped down following the 2026 World Cup. **Slug:** croatia-confirm-slaven-bilic-return-head-coach **Alt Image Text:** Slaven Bilic during his unveiling as Croatia national team head coach — # Croatia confirm Slaven Bilic return as former West Ham boss replaces Zlatko Dalic Croatia have officially confirmed the return of Slaven Bilic as head coach, with the former West Ham United manager replacing Zlatko Dalic following the conclusion of the 2026 FIFA World Cup. Bilic returns to the national team after more than a decade away, ending a two-year absence from management as he begins a second spell in charge of his country. ## Bilic begins a second spell with Croatia The Croatian Football Federation (HNS) announced Bilic’s appointment after the Executive Committee unanimously approved the recommendation of federation president Marijan Kustic. Bilic previously managed Croatia between 2006 and 2012, guiding the national team through two European Championships before embarking on a successful club coaching career that included spells with West Ham United, West Bromwich Albion, Besiktas and Al-Ittihad. The federation believes his experience and deep understanding of Croatian football make him the ideal candidate to lead the next generation. ## Huge task replacing Zlatko Dalic Bilic succeeds one of the most successful managers in Croatia’s history. Dalic stepped down after the 2026 World Cup, bringing an end to a remarkable tenure that included a World Cup final, a World Cup semi-final and several memorable tournament campaigns. Federation president Marijan Kustic acknowledged the size of the challenge but expressed complete confidence in Bilic. > “I would like to once again thank Zlatko for the exceptional results he achieved during his tenure. It is not easy to follow in his footsteps, but we are convinced Slaven is the right person for this role.” Kustic added that Bilic’s international pedigree and extensive coaching experience were decisive factors behind the appointment. ## Bilic honoured to return Bilic described his return as the greatest honour of his coaching career and admitted he understands the expectations that come with leading one of international football’s most consistent tournament teams. > “I would like to thank President Kustic and the Federation’s leadership for the confidence they have shown in allowing me to lead the Croatian national team once again — the greatest honour for any Croatian coach.” The 57-year-old also praised the standards established under Dalic while insisting he is ready for the responsibility. > “I am fully aware of the high expectations that follow such a remarkable period under Zlatko Dalic, but anyone who takes charge of Croatia must be prepared for that because we are a football nation that lives and breathes its national team.” ## A new chapter begins Bilic now faces the task of building on Dalic’s legacy while preparing Croatia for the next international cycle. With a blend of experienced stars and emerging young talent at his disposal, Croatia will hope their returning manager can guide them to another successful era on the international stage.
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