Portland branding agency shapes soccer's Leagues Cup
Add Axios as your preferred source to
see more of our stories on Google.
Legendary Mexican soccer goalie Jorge Campos Navarrete sports the Leagues Cup official fan T-shirt. Photo: INDUSTRY
Local creative agency INDUSTRY will reveal its designs and music for the Leagues Cup tomorrow, a 47-club tournament that pits Major League Soccer and Mexico's LIGA MX against each other.
Why it matters: In-season tournaments have become a way to keep interest in sports alive during long seasons and, starting last season, pro soccer in North America has expanded its collaboration with its counterpart in Mexico.
State of play: Adam Long, the creative director at Portland-based INDUSTRY, said the plan is to build excitement for both leagues.
- He compared the tourney to the UEFA Champions League in Europe, where the top teams often field as much talent as a World Cup Final.
- He said US, Canadian and Mexican fans also have national rivalries to draw upon.
- "If your Liga MX club gets knocked out, you are probably going to root for another Liga MX team," said Long.
Catch up quick: Last year MLS teams dominated, even though traditionally Mexican teams are considered better.
- There won't be any Messi factor this year, with Inter Miami's Argentine star Lionel Messi resting after he helped his country of origin win the Copa America.
The UEFA Champions League has an anthem loosely based on Handel's coronation anthem "Zadok the Priest."
- It is played in the stadium before a game, but also in jingle form with every ad break and highlight snippet online, making its soaring choir catnip to soccer fans around the world.
So INDUSTRY was asked to produce an anthem too.
- Emilio Estefan Jr. and the Black Eyed Peas came up with "Nuestros Colores" ("Our Colors"), a brassy slice of reggaeton.
It also created a limited edition T-shirt whose design includes the club crests of all 47 teams in the tournament.
Fun fact: In the qualifying stage, winning teams receive three points and losers zero. But, if a game is tied, it goes to a penalty shootout, where the winner gets two points and the loser one.
What's next: The Leagues Cup begins Friday and runs through Aug. 25.
- Portland Timbers vs. Club León is 7:30pm on Sunday at Providence Park.