This year’s MLS All-Star week kicked off on July 20th with different events presented by AT&T, AllState, and Target. These events were filled with various brand activations for fans, including games, autograph sessions, and giveaways.

AT&T leads the MLS with the most sponsorship assets including being front and center during the MLS All-Star Skills Challenge as the exclusive jersey patch partner. AllState and Target also secured jersey patch sponsorships during All-Star week including the MLS NEXT All-Star Game and the MLS All-Star Game (respectively).

The MLS All-Star Soccer Celebration was filled with energy as numerous brands took the opportunity to connect with fans in creative and interactive ways. Target handed out goodie bags and offered refreshing branded popsicles. Fans could participate in various interactive activities including The Home Depot’s “Paint the Corners,” Continental’s mini-field game, and challenges from AT&T, Michelob Ultra, BODYARMOR, and TOCA Football. Coca-Cola and Audi created captivating activation areas for fans to take photos. Brands like AT&T, Avant, Captain Morgan, and Caterpillar integrated "Meet & Greet" opportunities where fans had the unique opportunity to meet their favorite players and up close.The MLS All-Star Week wrapped up after setting the stage for an incredible showcase of soccer talent and fan spirit. Brands that kicked off an extra layer of engagement made the event more enjoyable for fans in attendance.