The World Cup will get Americans talking about soccer. Can MLS keep the conversation going? In this episode of Soul & Science, Jason Harris is joined by Radhika Duggal, SVP and CMO of Major League Soccer, to talk about what it takes to grow a league when your competition isn’t just other sports—it’s everything people do for fun. With a background in consulting, fintech, and pharma, Radhika brings a data-driven perspective to MLS, using careful analysis and focused campaigns to turn first-time viewers into lifelong fans. They discuss why the full fan journey is more complicated than the consumer journey in most industries, and why consumers stay in the “awareness” stage much longer than you might expect. Radhika also shares why focusing on fewer, bigger goals drives stronger results, what it means to market a league across multiple clubs and platforms, and how her MLS team has been preparing to turn World Cup attention into sustained growth for the league. ⏱️ Chapters Brought to you by Mekanism.