A scaled-down version of the same soccer skills competition the pros take on was the vehicle - literally. A customized tour bus traveled to key events and transformed into a fully automated target shooting contest. With live digital leaderboards determining prizes, athlete appearances and shareable content, the excitement level stayed high from stop to stop. The grand prize? The fan with the tour’s highest score got to kick on-field with the All Stars for a shot at $25,000.
The tour is still live and continues to draw crowds and major media attention everywhere it goes while increasing game ticket sales. By bringing the All-Star experience to the people, MLS is bringing more people to the All-Star Game.