March 10 – With the last 16 knockout rounds in the Concacaf Champions Cup starting tonight with the 11 Round 1 winners and the five seeded teams entering the action, Concacaf has unveiled a new brand campaign for the competition tag lined ‘The Beautiful Obsession’.
The multi-faceted campaign also continues the theme of Concacaf’s previous brand platform, ‘Who is the you when the jersey goes on?’. If focuses on the fans, their clubs and their passionate identities.
The heart of the campaign highlights the relentless pursuit of glory that drives players, clubs, and fans across the region’s premier club competition.
Explaining the campaign’s theme, Concacaf said it is: “Building on the platform that it is hard to get here, hard to win here, and even harder to win here again. The campaign captures the emotions, traditions, and defining moments surrounding the tournament.”
This season’s Champions Cup is perhaps the most competitive ever for the competition. With the championship having traditionally been the preserve of Liga MX’s clubs, the teams from the MLS over the past three seasons have increasingly targeted success in the continental competition as a key measure of their season’s success.
The Champions Cup is also a pathway to further global club competition with the 2026 winner securing qualification for the next edition of the FIFA Club World Cup in 2029, as well as the 2026 FIFA Intercontinental Cup.
Concacaf has four slots for the Club World Cup, with 2025 Concacaf Champions Cup winners Cruz Azul already occupying one of those positions.
‘Juego de Campeones’ docuseries launches
Concacaf has also launched its ‘Juego de Campeones’ (documentary series produced in collaboration with Offline Sports.
The series provides fans with exclusive behind-the-scenes access to the 2025 Concacaf Champions Cup as it built to its final between Cruz Azul and Vancouver Whitecaps – both teams are in action again in the last 16 of the 2026 edition.
The first episode of the docuseries aired on Sunday, March 8, with the following episodes set for Sunday, March 15, and Sunday, March 22 on FOX and FOX One across Mexico and Central America.
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