Is America finally becoming a “soccer nation”? In this episode, Radhika Duggal, CMO of Major League Soccer (MLS), shares why she believes the answer is a resounding yes. Building off the momentum of household names like Messi and a league that’s grown from 10 teams to 30 clubs, Radhika reveals her playbook for harnessing top-of-funnel awareness and turning casual viewers into passionate, lifelong fans. Listen in as she talks data-driven marketing, the power of community, and how MLS is contributing to the global rise of U.S. soccer.
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In this episode, Eric sits down with Radhika Duggal, CMO of Major League Soccer, to discuss the league’s explosive growth and unique approach to sports marketing in the United States. Radhika brings insights from her time at household-name brands like JP Morgan and Pfizer, revealing how a data-driven approach helps MLS turn viral moments (like Lionel Messi’s arrival) into real, long-term fandom. She also shares why “customer obsession” is crucial in sports—especially as Gen Z and new digital habits transform the way fans consume and connect with their favorite teams.
From the balance of art and science in modern marketing to building genuine internal culture, Radhika explains how soccer is uniting people both in stadiums and behind screens, making MLS one of the most interesting “challenger” leagues to watch—no matter which sport you prefer.
▶️ Watch the video version of this episode: https://youtu.be/VLnp9neNIBA
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🖊️Mentioned in the Show:
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Radhika Duggal of MLS in this episode.
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Find Radhika on LinkedIn.
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