Surely there's a better way of marketing soccer in North America

While it's nice to see adidas partner with the MLS to try a few outside the box ways of promoting soccer to those less likely to be fans already, advertising on Pitchfork sure seems like a curious way of doing it.

Featuring mashups of mostly independent artists from the hometowns of each respective franchise is at least an avenue for music fans to become interested in the sport (big up to the Spank Rock/DC United combo, who couldn't love that.) But you'd think a site that supposedly knows a lot about music would at least pick up on their advertising partners' spelling mistakes of possibly the most well-known (at least to the majority of people) artists' last names:

It'd be more understandable if they screwed up her first name, but given that her sister is Beyoncé Knowles you'd think somebody with half a brain could at least put two and two together. Makes you wonder if they weren't better off as the San Jose Earthquakes... In any event it got me thinking who would be a good tie-in for Toronto FC if they did this next year. MSTRKRFT, Bedouin Soundclash, something like that would fit the bill.

Of course in a backwards sports town like Toronto promotions like this are often the reason people turn away from sports, meaning MLSE's involvement would probably result in some douchiosity along the lines of The Tragically Hip or Nickelback.