Issa Rae Scores Big with MLS “All for the Cup” Campaign

Get ready, soccer fans! Major League Soccer is bringing some serious star power to the pitch with their “All for the Cup” campaign, and guess who’s leading the charge? None other than the incredibly talented Issa Rae! This Emmy-nominated creator, producer, and proud co-owner of San Diego FC is the face of the exciting 2025 Audi MLS Cup Playoffs celebration.

Capturing the Playoff Intensity

This campaign is all about bottling up that electric feeling of the MLS postseason. Think nail-biting, win-or-go-home matches, the roar of devoted fans, and that deep sense of community that pushes every team toward the ultimate prize – the Cup. It’s a perfect match for Rae, whose own creative genius, authenticity, and business savvy align perfectly with MLS’s growing cultural footprint.

Known for her sharp wit and relatable storytelling in HBO’s “Insecure,” Issa Rae brings that same vibrant energy and down-to-earth vibe to “All for the Cup.” She shared, “It has been such a pleasure to watch this MLS season unfold and an honor to lend my voice to what will undoubtedly be an incredible playoff series.”

A Campaign for the Modern Fan

The “All for the Cup” campaign isn’t just a TV spot; it’s a whole experience! It features a cinematic brand film and a three-part social media series, rolling out across platforms like Apple TV’s MLS Season Pass, FOX networks, and various social channels. This is all setting the stage for a thrilling postseason, especially with the meteoric rise of San Diego FC.

In their very first season, San Diego FC has already shattered expectations by securing a playoff spot, igniting passion among fans across California and beyond. It’s a testament to the league’s expanding reach and its ability to connect with diverse audiences.

Issa Rae’s Deep-Rooted Love for Soccer

But Issa Rae’s connection to soccer isn’t new. She reminisced about playing as a kid and being a massive World Cup fan, especially cheering for Senegal, her father’s home country. While her passion for American soccer is more recent, it’s clearly a strong one.

When the CEO of San Diego FC reached out about her lending her voice to the playoffs campaign, Rae was all in. “Yeah, absolutely—just as easy as that,” she recalled. It’s a partnership that feels incredibly natural, given the league’s growing national profile and Rae’s own influence.

A Trailblazer in Sports Ownership

As one of the few Black women in professional sports ownership, Rae embraces her role with a mix of pride and playful energy. “It feels great,” she stated. “Generally, it’s not a big group of people that have ownership in any sport, so I take pride in any and everything that I do. But it’s also fun as hell. If I can be proud of something and it’s fun, that’s a win-win-win.”

Her commitment goes beyond the business side; she’s a regular at games and actively supports initiatives like the Right to Dream Academy, which provides elite training and educational opportunities for young African players. Rae sees her talent in storytelling as a way to connect people to the sport, saying, “My talent is telling stories. Highlighting the relatable qualities of anything is what I do. I’m bringing so many people to games, and that turns them into fans.”

Unity and Passion on the Field

Issa Rae’s involvement in the “All for the Cup” campaign highlights what MLS stands for at its core: passion, diversity, and the incredible power of shared experiences. The Audi 2025 MLS Cup Playoffs kick off on October 24th, promising to be the most exciting yet, and it’s an event we can all rally around.

I think what makes soccer so special is the sense of unity. There’s something about people from all over the world coming together to root for one thing—it’s powerful. That’s what I want to help build here. — Issa Rae