Major League Soccer

Where Ceremony Meets Spectacle. Elevating the Game’s Biggest Moments.

Major League Soccer’s All-Star Game and MLS Cup are the league’s premier global showcases broadcast to millions, packed with fans, and steeped in culture. MLS needed more than pre-match programming; it needed ceremonies that captured the emotion of the sport, reflected its innovation, and brought their brand to life on the world stage.

Since 2017, ACF has served as MLS’s ceremonies production agency of record, leading design, choreography, and live production for both the All-Star Game and MLS Cup. Our mandate: turn the pitch into a stage and the pre-match into a moment of magic. Acting as the central liaison between MLS, agencies, and partners, ACF blends creative vision with operational precision to deliver experiences that unite fans, players, and sponsors.

From pyrotechnics to digital storytelling, broadcast pacing to in-stadium flow, ACF orchestrates every detail, transforming logistics into emotion. Each year’s show is concepted from scratch, reflecting the host city’s spirit while connecting the league’s expanding fan base across North America. Whether honoring legends at MLS Cup or celebrating global icons at All-Star, ACF fuses sport and culture into cinematic, time-sensitive spectacle.

From Chicago to Atlanta, Toronto to Austin, ACF has designed and directed ceremonies in front of 75,000 fans, managing player processions, anthem moments, and live broadcast transitions with precision. Each production merges scale and soul, light, sound, and story moving in perfect rhythm to the game.

Over nearly a decade, ACF has helped define MLS’s visual and emotional identity on its biggest stages crafting moments that ignite stadiums, engage global audiences, and celebrate the evolving culture of North American soccer.

At ACF, we don’t just produce ceremonies. We design emotional architecture. Every light, sound, and second serves one purpose: turning a match into a moment fans never forget.