Students at Ursinus College gathered in Pfahler Auditorium for a live Zoom conversation with Dan Stelly, the Senior Director of Social Media for Major League Soccer (MLS). The event gave students a behind-the-scenes look at how one of the fastest-growing sports leagues in the United States builds its digital presence, while also highlighting Stelly’s journey from intern to leading the social media strategy for Major League Soccer.
Stelly told students his path into sports media was shaped by persistence and a willingness to take risks. Growing up in York, Pennsylvania, he developed an early love for soccer, but it wasn’t until college at George Washington University that he began to see a future in the industry. “I liked multimedia. I liked storytelling,” Stelly said, explaining that he gravitated toward social media because it allowed him to go beyond traditional writing. After internships and small projects, including running his own blog, he landed an internship with MLS. “I had a full-time job lined up, but I decided to take my chances on this internship instead,” he said. More than a decade later, Stelly has worked his way up to oversee the league’s entire social media operation.
That growth has mirrored the rise of MLS itself. When Stelly joined, the league’s social team had just a few members. Today, it has expanded significantly, reflecting both the league’s popularity and the increasing importance of digital platforms. Stelly explained that MLS now manages multiple accounts across different levels of the sport, but the main focus remains clear: “How can we support our clubs, and our players.”
A major reason for MLS’s digital success, Stelly said, is its ability to move quickly and control its own content. Unlike some international leagues, MLS can post highlights immediately. “We need the ability to post our own highlights and craft narratives in real time,” he said. This approach allows the league to reach global audiences and create viral moments as they happen. The arrival of global stars has only amplified that reach. “It’s been incredible,” Stelly said, referring to the impact of players like Lionel Messi. “Our content can travel further than ever.”
Students asked how the league balances promoting superstar players while still showcasing lesser-known talent. Stelly said MLS is careful not to rely too heavily on one figure. “It’s a little too easy sometimes to go to Messi all the time,” he said. “But we also try to balance lifting up other players.” He explained that stars often act as an entry point for new fans, who can then discover the broader league.
Another student asked about the challenges of working with high-profile athletes. Stelly admitted access is not always easy. “If we want to get something with Messi, the answer is no… we kind of know that,” he said, noting that the league must be strategic and selective with requests. Instead, MLS often focuses on players who are open to media opportunities and willing to show personality. “We know who we want to go back to and work with again,” he added.
Stelly also discussed how MLS approaches different social media platforms. While Instagram currently drives the most engagement, TikTok has become the fastest-growing platform, and YouTube is an increasing priority. He specifically stressed that success comes from tailoring content to each platform rather than posting the same material everywhere.
Students were particularly interested in breaking into the sports industry, and Stelly was helpful with informating students on both the opportunities and challenges. He noted that the field is competitive and often demanding, with frequent turnover. “It is an exhausting industry,” he said, pointing to long hours and the fast-paced nature of sports. However, he encouraged students to stay persistent and take advantage of opportunities as they arise. “There’s always going to be more things that pop up,” he said.
Looking back, Stelly said he wishes he had put himself out there more during college. Even so, small personal projects helped him stand out. “Nobody read my blog at all,” he said, “but it was still something that I could put on a resume.” That experience, he explained, showed employers his passion and commitment qualities that ultimately helped him break into the industry.
By the end of the event, students were left with a clearer picture of both the challenges and opportunities in sports media.
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