MLS GO…
…is a new recreational youth league whose mission is to close the accessibility gap and to inspire a new generation of keepers and strikers obsessed with soccer at an earlier age. Athletics designed MLS GO’s name and brand identity to balance the inherent seriousness of Major League Soccer with enthusiasm and approachability. Because starting a new sport can be intimidating both for parents and their children, the MLS GO identity system is anchored by a friendly, soccer-playing character, Golazo, in the tradition of World Cup mascots.
Why?…
Because starting a new sport can be intimidating both for parents and their children, the MLS GO identity system is anchored by a friendly, soccer-playing character, Golazo, in the tradition of World Cup mascots.
MLS GO’s …
…name and brand identity to balance the inherent seriousness of Major League Soccer with enthusiasm and approachability.
League
Because starting a new sport can be intimidating—both for parents and their children—and MLS wanted this league to feel as welcoming as possible to as many people as possible.
Welcome, future stars.
MLS for all.
What is MLS GO?
MLS GO is a new recreational youth league whose mission is to close the accessibility gap and get a new generation of keepers and strikers obsessed with soccer at an earlier age.
Target
MLS and its partners aim to expand soccer out of the suburbs and into communities close to professional and advanced development teams.
Goal
The hope is to create a virtuous cycle, helping young fans deepen their love of the game by playing more, which will hopefully make them more connected to their hometown clubs as well.
MLS GO Clubs
Pick your team!
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