Lizzie Cohen & Radhika Duggal on Culture, Fans, and the Future of Soccer
Lizzie Cohen, Senior Vice President of Strategy and Business Intelligence, and Radhika Duggal, Senior Vice President and Chief Marketing Officer at Major League Soccer (MLS) unpack how cultural intelligence is shaping the league’s growth strategy, both on and off the pitch.
The conversation explores how MLS balances hyper-local cultural fluency with national and global ambitions, how data-driven insights inform marketing, and why authentic community connections are the true growth engine of the league. Lizzie and Radhika discuss the critical partnership between analytics and marketing, the evolving role of AI in personalizing fan experiences, and how MLS plans to seize the moment as the 2026 World Cup approaches.
The episode also delves into leadership and purpose, as both guests share personal reflections on what drives them professionally and the importance of hard work, curiosity, and clarity in charting a meaningful career path.
Takeaways:
- Cultural intelligence isn’t optional—it’s the growth strategy: Understanding fans’ identities and communities deeply enables authentic engagement and long-term loyalty.
- Balance national reach with local relevance: MLS’s success lies in allowing each club to reflect the culture of its city while aligning with a unified league strategy.
Use data and cultural insight hand-in-hand: The strongest marketing strategies emerge from a partnership between creative intuition and robust analytics. - AI should enhance, not replace, human connection: MLS leverages AI for personalization, efficiency, and smarter fan experiences, while keeping emotional connection at the core.
- Empower creativity through technology: Automation can free teams from repetitive work, giving space for strategic thinking and innovative storytelling.
- Anchor campaigns in authentic cultural moments: Collaborations with artists, influencers, and communities that share the game’s spirit help MLS connect beyond traditional sports marketing.
- Think long-term: build for the World Cup and beyond: The 2026 World Cup is a generational opportunity for MLS to turn global attention into sustained growth in fan interest and viewership.
Quotes of the Show:
- “Our clubs are literal love letters to their communities — they embody the spirit, food, and culture of the people who live there.” — Radhika Duggal
- “Cultural fluency requires humility, the willingness to say we don’t know everything all the time, but we’re learning.” — Lizzie Cohen
Links:
- Radhika Duggal
- LinkedIn: https://www.linkedin.com/in/radhikaduggal/
- Website: https://www.mlssoccer.com/
- Elizabeth Lee Cohen
Creators and Guests
