Branding Exercise Complete: MLS All-Stars 1, Real Madrid 1, recap

If you’re looking for a glimpse into the narrow, airless spaces where MLS’ soul should be, there’s no better place to look than the MLS All-Star Game. Billed as a chance to connect the furthest striving of American soccer with its soul-brethren in Europe - and simultaneously participate in that most American of midseason distractions, the no-stakes all-star exhibition - the MLS All-Star Game is football game as golem, with a void where passion should be, the insensate whole shambling forward at its masters’ behest, collecting market activations and social media mentions, its expression turned inward, brought to you by Target-adidas-TrueCar and a whole list of other immortal entities which threaten to block out the sun.