03/26/2014 02:54 pm ET Updated May 26, 2014

SXSW Shingerview: Howard Handler, MLS

With the World Cup taking place this summer, I was excited to talk with Howard Handler, CMO of Major League Soccer at SXSW Interactive this year. Howard is a sharp dude with a unique background. He previously worked for the NFL, MTV, SNL and Virgin Mobile to name a few. On why MLS, he told me, "I am a growth and a transformation junkie and soccer in America has been growing for decades."

One of the things I am most excited about in the digital space is wearables and Howard offers a unique perspective on how athletes are using wearables and applying that data to their training. "I can't wait for the day when consumers are watching a showdown and you can see the heart rate of the guy who is stepping up to shoot, and the heart rate of the goal keeper."

Watch as we talk about the different platforms they're using, what content fans care about, and building the MLS brand around the world.