Major League Soccer wanted to evolve eMLS beyond a traditional esports tournament and create a fan experience capable of attracting both competitive gaming audiences and mainstream football fans.

Traditional esports events often attract existing fans but struggle to reach broader audiences. MLS needed an experience that felt equally relevant to gamers, football supporters, creators and sponsors while reinforcing the league’s position as an innovator in fan engagement.

OS Studios transformed eMLS Cup into a premium cultural experience. Hosted at the Whitney Museum in New York City, the event combined elite competition with creator content, live entertainment, social storytelling and immersive fan experiences. Every touchpoint was designed to feel less like a tournament and more like a modern sports and culture event.

eMLS Cup demonstrated how sports leagues can use gaming to reach new audiences, deepen fan engagement and create culturally relevant experiences. By blending competition, entertainment and community, the event helped position eMLS as one of the most progressive fan engagement platforms in professional sport.

A premium live event that blended esports competition, culture and fan engagement, creating a new blueprint for how sports leagues can connect with younger audiences.

Designed and delivered the complete event experience, combining live competition, content production, creator integration, fan engagement and broadcast into a single connected platform.