“MLS soccer players do not have the same celebrity status as many other professional athletes and, to be honest, may not even be recognizable in public. We focused on letting the fan base connect with their favorite players in a more, dare we say, intimate sort of way. We let the players tell their story as if it was a dating profile, shedding light on their sense of humor and big personalities that fans never had access to. We took this a step further by advertising dates with players in the local newspaper. There was an eBay-charity component where people won actual meet-ups with the players.”