Coming off the U.S. Women’s National Team’s gold-medal victory at the Paris Summer Olympics, the National Women’s Soccer League (NWSL) is capitalizing on that fandom and focusing on the vibrancy of its teams and players as it kicks off its 13th season. 

The league’s new campaign, “Just Watch,” produced in collaboration with creative house Free Agency, features such stars as Olympic standouts Trinity Rodman and Sophia Wilson, reigning NWSL MVP Temwa Chawinga, Brazilian soccer legend Marta, and younger players such as Alyssa Thompson and Ally Sentnor. The spot highlights players with electric auras as they show off their flashy moves. 

“We’re focusing on the game, and it just happens to be played by women,” NWSL CMO Julie Haddon told Marketing Brew. “We’re not making a women’s ad. We’re making a soccer ad that is showing the best in the world.”

The campaign’s lead spot (above) is set to high-energy anthem “Who I Am” by musical artist Latashá, who also provides voiceover. As the players dribble, pass and shoot their way across the field, Latashá exhorts viewers to watch them move, fly, break, burn, move and, ultimately, rule: “Just you watch,” she says.

Beyond the video spot – which is running on broadcast, digital and social channels – the campaign also features posters of players hanging over New York City’s Times Square through April 6.

The NWSL also has secured new sponsors this season, including trendy budget cosmetics brand e.l.f. Cosmetics and Alex Cooper’s Unwell Hydration, both of which are popular with younger consumers. 

And taking a page from F1, the league recently debuted a docuseries called For the Win: NWSL on Prime Video, one of the league’s broadcast partners. 

Haddon says that players acting as influencers have helped the league appeal to and attract more viewers. Last year, NWSL’s followers increased by 102% while engagement was up 56%, Haddon said. That’s in line with findings by YouGov that athletes’ social media profiles help increase engagement with their sport. 

“Their play tells the story,” Haddon told Marketing Brew. “It’s my job to shine the spotlight on that…All we have to do is point the camera at such goodness. There’s so many exciting things happening with our players on and off the field. They’re just incredible influencers.”

The NWSL's season started March 14. 

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