Campaign Chemistry Campaign Chemistry: The business of sports with MLS, BetMGM and Havas Play
Soccer in America is no longer just "the sport of the future" — it is the business of the present. With the 2026 FIFA World Cup on the horizon, the landscape of fandom, brand partnerships and consumer behavior is shifting beneath our feet.
In this special episode, recorded live at our annual Campaign Convene conference that took place on February 25, 2026, we step inside "The Business of Sports" featuring MLS CMO Radhika Duggal, BetMGM CMO Casey Hurbis and Havas Play North America SVP, sports marketing Jeff Gagne. Guest-hosted by MM+M managing editor Jack O’Brien, the group dissects how they are preparing for a "category-changing" moment in U.S. history.
From the record-breaking opening weekends of the MLS to the strategic education of “newbie” sports bettors, the conversation provides a peek under the hood into how leagues are leveraging global hype to build local loyalty, and why the next two years will be the most critical window for sports marketers in a generation.
The takeaways
- The growth of soccer in America is tied to historical milestones and current events. The 2026 World Cup is seen as a category-changing moment for soccer in America, especially for the MLS.
- A significant influx of new bettors is expected to enter the sports betting landscape during the World Cup. Education is key to navigating the betting landscape effectively.
- Influencer marketing is becoming increasingly important for sports brands to effectively reach wider audiences.
- Collaborative marketing strategies between brands and sports leagues can enhance consumer engagement.
- The future of sports betting in the U.S. looks promising, with continued growth expected.
The sound bite
"The World Cup is a category-changing moment."
Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.
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