ESPN Showcases Electrifying Flair of Women's Pro Soccer

It's all guts and glory as new season dawns

ESPN just launched "It's So On," the network's first comprehensive multi-platform push of its National Women’s Soccer League coverage in advance of the Mar. 16 season kick-off.

In-game snippets and cameos of high-profile stars drive spots breaking across TV, digital, social and OOH. 

USWNT and NWSL players Alex Morgan, Sophia Smith and Trinity Rodman dig deep for guts and glory. Retired NWSL champ Ali Krieger watches the action on TV and delivers the tagline, while Kevin Durant and Julie Foudy—co-owners and investors in the women’s game—also appear.

"We wanted it to feel big, spirited and authentic, resonating with existing fans and compelling newer, more casual fans to engage," says Rachel Epstein, VP of ESPN marketing, live sports and audience expansion. 

Epstein says the network carefully considered NWSL's passionate fan bases when developing the campaign. "The aim was to showcase to sports fans everywhere that the NWSL is a league filled with star personalities, dramatic storylines, and world-class soccer—entertainment you don't want to miss," she explains.

ESPN signed a multi-year rights agreement with the NWSL in Q4 of 2023. "It's So On" seeks to promote the league globally and keep the momentum going as the profile for women's sports overall continues to rise.

ESPN worked with Preacher on the campaign.

"Humanity is at the heart of this league and has made these players and personalities feel familiar to fans across the country," says Mel Lin, creative director at the agency. "And now–with the full might of ESPN's platform in play–we're eager to help level up the league from familiar to famous."

Lin points to how "notoriously hard" it is for fans to know when and where to watch the NWSL match by match. "So we wanted to meet them head-on all across the media landscape," she says. Videos will appear across platforms like TikTok, Instagram and Facebook, in addition to tune-in banner assets on sites fans frequent like Reddit and YouTube.

Lin also adds that there are plans to release new content throughout the year tied to each ESPN/NWSL game "to celebrate and amp up each team, player and fan base."

The campaign runs through month's end.


Client: ESPN
Vice President, Marketing: Rachel Epstein
Marketing Manager: Lucas Zenna
Marketing Coordinator: Catherine Jeffers
Sr. Director, Talent Production: Stacey Pressman
Sr. Talent Producer: Zuriel Loving

Agency: Preacher
Chief Creative Officer: Rob Baird
Chief Executive Officer: Krystle Loyland
Chief Strategy Officer: Seth Gaffney
Creative Director: Mel Lin
Creative Director: Tyler Booker
Associate Creative Director: Lex Barberio
Associate Creative Director: Will Kelleher
Brand Director:  Retha Austin
Junior Brand Manager: Dom Shipp
Designer:  Marissa Servantez
Head of Production: Stacey Higgins
Senior Producer:  Kasia Olczak
Business Affairs: Miiko Martin

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