MLS Season Pass SXSW
The MLS Season Pass, a groundbreaking subscription service created in partnership between Apple TV and Major League Soccer, offers fans a single subscription to access all MLS and Leagues Cup matches without blackouts, providing an unmatched viewing experience.
When Apple TV became the new home for MLS Season Pass, there was an urgent need to raise awareness and reconnect with fans who felt disconnected from previous broadcasts. To address this, we executed a full takeover and watch party at the Moody Theater during SXSW, focusing on Austin FC’s passionate Latinx community. The event featured a live screening of the Austin FC vs. Real Salt Lake match, with fans fully immersed through custom art by a beloved local artist and a dynamic performance by the team’s official supporter group. This activation underscored Apple TV+’s commitment to embracing diverse fan cultures and solidified its role as the ultimate destination for all things MLS.
