top of page

Driving Buzz for MLS All-Star in the Twin Cities​



Through strategic earned media efforts, Berk was tasked with amplifying awareness, interest, and overall excitement across local Minneapolis media ahead of and during 2022 MLS All-Star Week in the Twin Cities.


In 2022, Berk worked with professional sports league Major League Soccer (MLS) to bring awareness and drive coverage for the 2022 MLS All-Star game in Twin Cities, Minnesota. ​


​To do so, Berk amplified in-market events through various earned media tactics leading up to and throughout All-Star Weekend (ASW) to build buzz for the annual event. From community events, exclusive access to players and executives for interviews, to premium hosting experiences at official All-Star games and concerts, Berk leveraged the different touchpoints of All-Star to secure compelling storytelling across local media with MLS at the heart of it all. ​


This was especially true in focusing on the power of local broadcast by also leveraging strong off-the-field moments for a continuous stream of coverage in the days and weeks leading up to ASW kick off. One example of this was a pre-All-Star media event coordinated with Berk and MLS allowing local media to put the official Skills Challenge to the test in a mobile, pop-up version. Accompanied by MLS legend Cobi Jones, Berk leveraged the talent alongside the engaging and visual pop-up to create a one-of-a-kind experience to replicate what athletes would soon be doing on the field. As a result of it, the private media event led to numerous broadcast, social and editorial coverage to drive even greater excitement leading into the formal kick off ASW.​


​In addition to a focus on local media, Berk and MLS hosted select national consumer lifestyle media with an immersive experience throughout MLS All-Star Weekend. In doing so, Berk helped to build greater long-term affinity with Complex, Boardroom, Nice Kicks and other media outlets on behalf of MLS along with standalone MLS All-Star-driven editorial stories and social coverage.


70+ local and non endemic national soccer editorial placements for 1.42+ billion impressions​

170+ social posts reaching nearly 5 million followers​

110+ local broadcast segments/highlights for an earned viewership of 5.09+ million households

bottom of page