New York, N.Y. (October 21, 2025) – Major League Soccer (MLS) today launches its dynamic new campaign, “All for the Cup” — a celebration of the passion, pressure, and cultural impact of the Audi 2025 MLS Cup Playoffs. This high-stakes journey culminates in the 2025 MLS Cup, the league’s grand finale, where unmatched energy peaks and the best teams compete for ultimate glory.
Leading the campaign is Emmy-nominated actress, producer, entrepreneur, author, and San Diego FC co-owner Issa Rae. Known for her acclaimed HBO series Insecure and her cultural impact across entertainment and entrepreneurship, Rae brings a distinctive, conversational tone that resonates with longtime fans and welcomes new audiences. Her genuine passion for community, storytelling, and sports aligns seamlessly with the spirit of both the league and the campaign.
“All for the Cup” encapsulates the defining moments of the MLS season, from the intensity of Decision Day to the drama of the win-or-go-home Playoffs, to the ultimate battle for the MLS Cup. In this chapter of the season, every minute matters, every play counts, and the championship title isn’t handed out — it’s earned. The campaign features a three-part episodic social series and a brand spot that will air across MLS Season Pass on Apple TV and on linear partner networks FOX, FS1, FOX Deportes, and the league’s digital and social channels and other distribution points. The first episode of the three-part social series with Issa Rae debuts October 22 across MLS social channels.
This year's campaign also celebrates one of the most compelling storylines of the season, the stunning debut of San Diego FC. In their inaugural year, the expansion club defied expectations, securing a Playoff berth and made a thrilling run that energized fans across the league.
"It has been such a pleasure to watch this MLS season unfold and an honor to lend my voice to what will undoubtedly be an incredible playoff series," said Issa Rae.
“All for the Cup celebrates the energy, emotion, and cultural impact of this pivotal moment in our season,” said Radhika Duggal, Chief Marketing Officer, MLS. “From the electric play on the field to the diverse voices and stories of our players, coaches, and fans, the campaign reflects the true spirit of our game. With Issa Rae, a trailblazer in entertainment and co-owner of San Diego FC, leading the way, we’re bringing authenticity and excitement that resonate across the league. Together, we’re highlighting the drama, passion, and cultural relevance of the Audi MLS Cup Playoffs, making it a can’t-miss moment for consumers.”
As a founding co-owner of San Diego FC, Issa Rae’s connection to soccer goes well beyond fandom. She’s part of a new generation of leaders, building deeper community ties and championing diverse voices within the global game.
Issa Rae joins a growing list of influential cultural voices who have partnered with MLS in recent years to amplify the league’s reach and impact. Past campaigns have featured Grammy-winning artist Doechii, rapper and Atlanta United fan 2 Chainz, singer and LA Galaxy supporter Miguel, Latin music superstar Prince Royce, genre-defying artist Gotopo, and Grammy-nominated producer TOKiMONSTA.
As the Audi 2025 MLS Cup Playoffs begin, the postseason is defined by powerhouse performances, international star power, and rising breakout clubs. Philadelphia Union and FC Cincinnati lead the Eastern Conference. While in the West, San Diego FC and Vancouver Whitecaps FC have emerged as formidable contenders. Attention remains on Inter Miami, where Lionel Messi, Luis Suárez, and Sergio Busquets chase a long-awaited title, while Son Heung-min’s blockbuster arrival at LAFC has reshaped the Western playoff landscape and ignited fan excitement. With game-changing signings and emerging stars ready to shine, this year’s field is the deepest and most unpredictable yet. Classic rivalries and fresh storylines set the stage for an unforgettable race to MLS Cup glory.
The Audi 2025 MLS Cup Playoffs begin October 22 with the Wild Card games, followed by the Round One Best-of-3 Series (October 24-November 9), Conference Semifinals (November 22–23), and Conference Finals (November 29–30), all building to the MLS Cup Final on December 6.
