NEW YORK // COLUMBUS (July 19, 2024) – In a year where the MLS All-Star Game presented by Target will continue to feature an unprecedented amount of partner activations, MLS All-Star Soccer Celebration will kick off 2024 All-Star Week events in Columbus with a free event for fans of all ages.
From interactive fans zones to music, games, autographs, MLS watch parties and more, Soccer Celebration is the ultimate fan experience leading up to the MLS All-Star Game presented by Target. Festivities will take place at McFerson Commons Park (218 West St., Columbus, OH 43215) on Saturday, July 20 from 4:30 - 9:30 p.m. ET, and Sunday, July 21 from 3 - 7 p.m. ET. On Saturday, July 20 at 7 p.m. ET, Soccer Celebration will also host a watch party where fans can view MLS matches and enjoy refreshments.
In addition to the highly anticipated matchup between the best of MLS and the LIGA MX All-Stars on Wednesday, July 24 at 8pm ET at Lower.com Field in Columbus, the 2024 MLS All-Star Game presented by Target will feature myriad partner activations that provide an incredible amount of depth and quality that will greatly engage fans attending MLS All-Star Week in Columbus.
- Media assets can be found *here*
Featured partner activations include:
- Allstate: As presenting partner, Allstate will provide the best young players in North America with a once-in-a-lifetime experience during the week by being selected for the MLS NEXT All-Star Game presented by Allstate. Forty-four of the top MLS NEXT players, 22 per team, will showcase their talent on a national stage by competing in an East vs. West game at Historic Crew Stadium.
- AT&T: Presenting partner of the MLS All-Star Skills Challenge presented by AT&T, AT&T will play host as 10 All-Stars from both MLS and LIGA MX will compete in five different challenges. Also, part of the Skills Challenge is Goalie Wars, which makes its return in 2024 that will feature four MLS NEXT Pro goalkeepers in a single elimination tournament. In addition to the 10 players from both MLS and LIGA MX, special guests will also be in attendance to compete including Houston Dash (NWSL) forward Diana Ordóñez and Chivas (LIGA MX Femenil) forward Alicia Cervantes, as well as MLS and LIGA MX Greats Sacha Kljestan and Luis Hernández.
In advance of the on-field action that will take place at the MLS All-Star Skills Challenge presented by AT&T, a select number of loyal AT&T customers who visit the Chase Plaza at Lower.com Field will have the opportunity to receive premiere giveaways.
- Audi: At Soccer Celebration, fans have the opportunity to test drive the fully electric Audi Q8 e-tron, and take memorable photos with the fully wrapped MLS All-Star themed RS e-tron GT, Audi Ring Swing, and the MLS Cup trophy. Audi will also host the Audi Test Drive Challenge on July 21st and 22nd. This Audi driving experience offers fans the opportunity to practice their driving skills on a closed course with fully electric Audi vehicles at Historic Crew Stadium. The registration link to participate in the Test Drive Challenge can be found here.
- Avant: The Avant® Fan Center will offer fans compelling experiences at Soccer Celebration as part of the MLS All-Star Summer Roadshow, including a variety of activations and fun-filled contests and the chance to win two tickets and a trip to this year’s MLS Cup presented by Audi.
- BODYARMOR Sports Drink: In addition to product sampling and games at Soccer Celebration, BODYARMOR is the title partner of the MLS All-Star Community Day presented by BODYARMOR Sports Drink on Wednesday, July 24th, from 9am - 1pm at Northgate Intermediate School. The event will include a mini tournament, soccer clinics, coaching training, and guest appearances from MLS and Liga MX Greats. The Community Day event coincides with the launch of a new soccer curriculum program in Columbus schools. Over 800 local Columbus students will participate in the event, and every student will go home with a new branded squeeze bottle and backpack filled with school supplies as part of the back-to-school initiative.
- Captain Morgan: As presenting partner of the MLS All-Star Captain Fan Vote, visit the iconic Captain Morgan pirate ship at Soccer Celebration for a chance to receive a replica of the MLS All-Star Captain armband designed by local Columbus artist, Adam Hernandez which will be worn by the Captain during the game. Fans can also enjoy frozen Captain cocktails, win additional premium giveaways, and meet MLS Great and current commentator, Taylor Twellman, from 3:00-6:00pm on Sunday. See you there!
- Campbell Snacks: In partnership with TOCA Football, Campbell Snacks will host a footprint at Soccer Celebration where fans can engage with the TOCA training apparatuses to test their foot skills. The footprint will include sampling opportunities of Campbell’s full portfolio of snacks. Additionally, for the month of July, Campbell's distributed 500 All-Star Branded POS displays across 200 retail stores in the Ohio market.
- Caterpillar Inc.: Cat® will once again be in the thick of things at Soccer Celebration! This includes opportunities to capture content and player appearances, plus heading and speed challenges for anyone who come to their booth. Cat equipment will be featured prominently throughout their footprint. Cat is also part of the MLS All-Star Rewards Program platform, which gives fans a chance to redeem points to win Cat-branded premium sunglasses.
- CELSIUS: Appearing at MLS All-Star for the first time, CELSIUS will be sampling their two new flavors, Kiwi Strawberry and Watermelon Lemonade, at Soccer Celebration. Additionally, as a partner of the Columbus Crew, the CELSIUS mobile experiential tour will roll into Columbus during All-Star week, appearing at local Walmart store locations.
- Coca Cola®: As part of MLS All-Star Soccer Celebration, Coca-Cola will host the 4th annual Beats, Cleats and Eats experience celebrating the unique culture of soccer and the unrivaled passion of the sport’s fans. The event will feature special guest appearances by MLS greats and a musical performance by singer-songwriter chlothegod.
- Continental Tire: Returning to Soccer Celebration, the Continental Tire pod will be in Columbus! Fans can register for a limited edition, co-branded MLS All-Star scarf and test their remote-control car skills on the Continental Tire ‘Rocket League’ mini pitch.
- DoorDash: DoorDash will bring a custom MLS House to Soccer Celebration and host a separate speakeasy activation at Brothers Bar & Grill in Columbus on Tuesday 7/23 from 5-10pm EST.
- IHG Hotels & Resorts: IHG offered exclusive packages to IHG One Rewards members that consist of perks including stadium tours, on-field experiences and tickets to the MLS All-Star Concert presented by Target, the MLS All-Star Skills Challenge presented by AT&T and the MLS All-Star Game presented by Target.
- Michelob Ultra: A new partner of MLS, Michelob Ultra will have a presence at Soccer Celebration via a skee-ball activation as well as a photo opportunity to highlight the partnership between Michelob Ultra and MLS All-Star, Lionel Messi.
- P&G: Returning for their third year, P&G will be an official partner of the MLS All-Star Skills Challenge with P&G brands having a presence during the competition including GilletteLabs on Crossbar, Old Spice on Passing and Crest on Touch. Additionally, familiar fan favorites The Charmin Bear and Swaggy Spice (Old Spice) will be in attendance to participate in creating excitement with the crowd.
- RBC Wealth Management*: In addition to recognizing local heroes at the MLS All-Star Hometown Heroes Showcase presented by RBC Wealth Management, RBC Wealth Management will also be hosting a reception and client appreciation event featuring MLS Season Pass Talent, along with Greats from MLS and NWSL.
- Target: The title sponsor of the MLS All-Star Game, MLS All-Star Concert and MLS All-Star Day of Service, Target will have a prominent presence throughout All-Star Week kicking off at Soccer Celebration with a customization station and space that will feature Bullseye bobbleheads, a roaming mascot and soccer jugglers.
- The Home Depot: Longtime MLS partner The Home Depot will post up at Soccer Celebration where fans can compete in a branded penalty kick style shootout for prizes, receive giveaways and pose in a photo opportunity with a cutout of eight famed MLS players.
For more information on the 2024 MLS All-Star Game presented by Target and fan festivities, visit mlssoccer.com/all-star.
*RBC Wealth Management, a division of RBC Capital Markets, LLC, registered investment advisor and Member NYSE/FINRA/SIPC. Securities offered through RBC Wealth Management are not affiliated with MLS.
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Headquartered in New York City, Major League Soccer -- celebrating its 29th season in 2024 -- features 30 clubs throughout the United States and Canada, including a new expansion team in San Diego that will debut in 2025. All MLS, Leagues Cup, and select MLS NEXT Pro and MLS NEXT matches can be watched through MLS Season Pass, available on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes, and game consoles, and the web at tv.apple.com. MLS Season Pass features the most expansive and accessible lineup of programming ever for MLS fans. For more information about MLS, visit mlssoccer.com. For more information about the Apple TV app, visit apple.com/apple-tv-app.
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