MAJOR LEAGUE SOCCER | CATALYST

PROGRAM OVERVIEW

Client: Major League Soccer (MLS) via Charcoal Pitch F.C.
Role: Strategic Architect & Executive Producer
Timeline: 2023 Juneteenth Campaign
Project Type: Cultural Partnership Development, Social Impact Strategy, Multi-Platform Content

Challenge

Create an authentic Juneteenth celebration for MLS that delivered genuine cultural impact, not just marketing optics. Align league operations, Black Players for Change, artistic partners, and premium distribution platforms — avoiding the pitfalls of performative activism while ensuring lasting community value.

Strategic Approach

Cultural Timing & Authenticity

Recognized Juneteenth’s rising cultural prominence as a moment to connect sports and community authentically
Built a framework linking MLS diversity initiatives with Black Players for Change for genuine impact
Positioned the campaign as a cultural celebration, not a CSR checkbox

Multi-Stakeholder Partnership Architecture

Unified MLS leadership, Charcoal Pitch F.C., and Black Players for Change under a shared narrative
Curated artist Gianni Lee for jersey design — blending creative authenticity with sports culture
Balanced league goals, community needs, and artistic vision

Platform & Distribution

Premiered content on Apple+ MLS Season Pass for premium audience exposure
Crafted a content plan blending cultural education with sports entertainment
Designed cross-platform amplification strategy

Cultural Integration Framework

Innovated jersey customization linking fashion, sport, and social justice
Created content honoring African American history while supporting Black-led impact organizations
Developed a repeatable model for embedding cultural celebration into sports marketing

Key Deliverables

Cultural partnership strategy uniting sports, art, and social justice
Artist curation and collaboration framework
Multi-platform content plan optimized for premium distribution
Stakeholder alignment methodology for cultural campaigns
Cultural timing framework for authentic impact initiatives
Jersey design integration tied to broader storytelling

Results & Impact

Digital & Cultural Engagement

Millions of impressions across social platforms
Overwhelmingly positive audience feedback signaling cultural resonance
Premium Apple+ MLS Season Pass debut reaching dedicated sports audiences

Community & Cultural Value

Strengthened community engagement within MLS around racial harmony and inclusion
Provided direct support to Black-led organizations via Black Players for Change
Proved authentic cultural initiatives can thrive within professional sports contexts

Strategic Model Creation

Built a replicable framework for sports-culture-social justice integration
Demonstrated cultural campaigns can achieve both social and commercial goals
Delivered a systematic approach for multi-stakeholder cultural activations

Key Learnings

Cultural Timing: Authenticity comes from deep cultural understanding, not calendar-driven marketing
Partnership Architecture: Success requires aligned vision, not just transactional relationships
Platform Strategy: Premium distribution elevates campaigns into cultural experiences
Authenticity Framework: Real impact comes from integrating community voices, cultural education, and measurable support

Impact

Developed a systematic blueprint for sports organizations to create authentic cultural impact through strategic partnerships, cultural intelligence, and premium positioning. Showed that social justice campaigns built on true collaboration can deliver lasting community engagement alongside broad digital reach.

Framework Application: Replicable model for integrating sports, culture, and social impact — adaptable across leagues, cultural milestones, and community-driven initiatives.