MLS | RBC — Year One.
Mixing Financial Goals with Soccer Goals.
Soccer isn’t just having a moment in America, it’s a movement. The World Cup returns to U.S. soil in 2026, International stars like Lionel Messi are playing stateside, and Major League Soccer ratings and attendance have skyrocketed.
In 2023, RBC Wealth Management made the bold decision to sign on as a premier partner of the MLS. Soccer provides the perfect fit to RBC’s mission of “helping clients thrive, and communities prosper.” Importantly, with a historic transfer of wealth on the horizon, soccer embodies both the values of RBC as a company, as well as where the world is headed; appealing to a young, diverse, and inclusive audience.
The journey began the moment RBC committed to their 4 year MLS sponsorship. OWNER was tasked with clearly illustrating the values match between soccer and RBC, while getting internal and external audiences to buy-in to this exciting new partnership.
Year one was an introduction, it was about justifying the shift in investment, generating excitement with an internal audience, and enlisting people to join the MLS movement.
We created a series of videos clearly and creatively making the case for “why soccer?” Launch videos included an anthem video showcasing the fit between RBC’s client base and the soccer audience, as well as an employee video showing the excitement of the new sponsorship with soccer fans across multiple RBC offices.
During the MLS season, OWNER produced a series of videos including brand activation at the MLS All Star Game in Washington D.C., a Hometown Heroes video showcasing community involvement, RBC All Star videos recognizing employees with strong community ties selected to attend the All Star festivities, and a season recap video highlighting soccer’s growth overall.
Year One - Making the Case
Sizzle #4 - 1 Minute Version
Sizzle #3 - 2 Minute Version
Sizzle #5 — 30 Second Version
Sizzle #6 — RBC + MLS + Apple TV
Sizzle #1 - Extended Version
Sizzle #2 - 3 Minute Version