So what are some of the tactical things that MLS is going to do, you know, this year and in the coming years to kind of keep

leaning into that? I think we're focused on two very different kinds of things from a marketing perspective.

But anything we do from a marketing perspective, we have to first recognize It's built off of the back of an incredible product.

Commissioner Garber and the team well before I joined did all of the hard work to build an incredible in-stadium product that I think is second to none.

And then you can layer marketing on top of that.

And I think we're focused on two things.

First and foremost, making sure that we are all going to market together saying the same thing in the moments where it matters.

It's strategy that's been years in the making.

And so, you know, when you join at this, like extremely consequential watershed moment, for American soccer, like, what are you? What are you thinking, at that moment? And you know, what are some of the first things that you did? And did you have a vision for how you might want to evolve the brand as the new chief marketing officer for the MLS?

I think the first thing I was thinking is, geez, I better surround myself with people who know this product and this sport.

And I better be quiet and learn from them.

So to be fair, that is the first thing.

The first thing I think you always do in any organization when you're new is close your mouth and listen.

And try to understand a couple of things.

What are the enterprise goals? That's thing number one.

Please continue to watch them.

So I'd love to know, is there anything that you've learned about the American soccer fan that has surprised you? And h- if so, how has that changed the way MLS shows up and grows the game?

Yeah.

I'll, um, I, I'll never forget...

So I'm, I'm about two and a quarter years into my tenure at MLS, um, and maybe about a year in, we were going through a pitch process with different agencies, and the agency we ultimately chose to work with was Ogilvy.

In one of our conversations, they said something that has stuck with me throughout and has totally transformed our marketing strategy.

They said, basically, soccer in North America just needs attention and spectacle.

It's not about changing the product.

So, how are you thinking about converting that surge of attention into long-term fandom and sustained growth for the sport?

How do you do that?

That moment for us is exactly as you mentioned.

It's coming right out of the World Cup.

We pause our season during the World Cup.

There's no reason for us to compete with the World Cup action.

And our players are playing.

So coming right out of the World Cup, right before the final, we actually restart our season.

Where do you carry that momentum going forward?