MLS WORKS and Unites: Community Outreach
- Ryann Smith
- Apr 7, 2020
- 4 min read
Major League Soccer (MLS) has a slightly different approach to their community relations and community outreach. While the league does not house its own foundation, it has launched initiatives and league-wide programs that each team implements in conjunction with their individually run foundations and community programs. This post will examine the league’s collective community relations such as their Soccer For All Month and their response to COVID-19 pandemic as well as an example of a team’s community relations efforts, the New England Revolution.
Major League Soccer Community initiatives
Major League Soccer runs its league initiatives and national programs through MLS WORKS, its league-wide responsibility platform (MLS WORKS, 2020). These initiatives include Soccer For All, Special Olympics Unified Program, Greener Goals, Community MVP, and Every Save Makes a Difference. Their Soccer For All program shows everyone that soccer is for anyone and everyone regardless of race, nationality, religion, gender, sexual orientation, disability, socioeconomic status, etc. This initiative focuses on a league-wide effort to promote inclusion through various events during the season and even houses a Soccer For All Month during May to showcase the collective efforts of teams throughout the league (MLS Soccer For All, 2020). The League’s Soccer For All initiative is a great example of what the league is doing to implement nationwide responsibility programs.
With the increase of COVID-19 and the shutdown of most professional sports league’s seasons, the MLS has launched MLS Unites, which is a league-wide platform in association with the MLS Player Association to highlight teams, players, and coaches efforts “to address the important messages and programs taking place during the COVID-19 pandemic” (MLS Unites, 2020). Their three main parts of this initiative are to Educate, Entertain, and Elevate. For Educate, the league is working with the CDC and Health Canada to share the most updated information and guidance on COVID-19. For Entertain, the league has begun working with media partners to bring programming plans to fans as well as leveraging technology to bring the soccer community together during social distancing through fan engagement plans. Finally, for Elevate, the league is using its MLS WORKS platform to recognize people making a difference in the fight against COVID-19 with a community heroes’ program.
The New England Revolution
The New England Revolution runs the Revolution Charitable Foundation which strives to support “local partners and initiatives involved with childhood cancer awareness, concussion awareness, military and first responders, and the inclusion of the sport” (Revolution Foundation, 2020). Their charitable foundation runs multiple community programs and works with many community partners to achieve its mission. Their community programs have a wide variety of focus from an LGBTQ+ Pride Night to the NEGU Crew to the Kick for Dana-Farber program. Most programs work involve a partnership with other charitable and non-profit community organizations.
The LGBTQ+ Pride Night is hosted annually during Pride Month in which the team incorporated elements of Pride into their match days. This event works in conjunction with the league’s Soccer For All Month to display that soccer is for everyone, regardless of race, religion, sexual orientation, and more (Revolution Pride Night, 2020).
Their NEGU (Never Ever Give Up) Crew Program partners with the Jessie Rees Foundation, “an organization that ensures every child fighting cancer has the support and resources they need to never ever give up” (Revolution NEGU Crew, 2020). With their partnership, the Revolution and the Jessie Rees Foundation provide children fighting cancer with a memorable experience, including a post-game field walk around as well as a private suite and a pregame meet and greet with a player behind the bench, as they continue their battle against a horrible and debilitating disease.
This program inspires children to not only participate in charitable fundraising but also teaches them the importance of giving back to others in the community
With their Kick for Dana-Farber Program, soccer teams in the community work to raise money for the Dana-Farber Cancer Institute in Boston to aid in cancer care and research. The teams raise these funds through car washes, bake sales, and other facets to gain prizes from the New England Revolution. These prizes can be massive such as participating in a Rally Tunnel Experience during a Home Match or a Clinic with the Revolution Academy. Overall, this program inspires children to not only participate in charitable fundraising but also teaches them the importance of giving back to others in the community.
The MLS and its participating clubs have not only made a difference in communities that house teams but they have made a difference nationwide (in the US and Canada). Their normal initiatives and programs have assisted in raising funds for important non-profits, bringing awareness to different causes, and have brought countless people together to support others. Their efforts during the COVID-19 pandemic go beyond the game of soccer and offer support communities that are suffering through their three-part initiative. All together, Major League Soccer and their club's efforts are a great example of community relations and show other organizations that they can help those during a time of need, no matter the circumstances.
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