ESPN launches ‘It’s So On’ campaign to kick off NWSL season
As anticipation builds for the upcoming 2024 National Women’s Soccer League season, ESPN has unveiled its campaign, ‘It’s So On’, celebrating the burgeoning US competition’s essence amid the global fervour for women’s football.
‘It’s So On’ was crafted to engage both devoted and casual fans, employing an authentic and lively approach to highlight the league’s talented players, passionate fanbases and top-tier on-field action.
Featuring retired NWSL Champion Ali Krieger, along with appearances by notable figures like NBA superstar Kevin Durant and Julie Foudy, co-owners and investors in NJ/NY Gotham FC and Angel City FC, the campaign showcases in-game snippets with stars such as Alex Morgan (San Diego Wave FC), Sophia Smith (Portland Thorns), Midge Purce (Gotham FC) and Trinity Rodman (Washington Spirit), among others.
“‘It’s So On’ encapsulates the spirited rivalries, the electric players and personalities, and the thrilling competition that the NWSL offers all sports fans,” Rachel Epstein, VP Marketing, Live Sports and Audience Expansion at ESPN, commented.
“It’s not just a campaign line; it’s a commitment to elevating the NWSL globally and an identity driver that will fuel the league from launch of the 2024 season through the playoffs across ESPN platforms.”
Developed in collaboration with creative agency Preacher, the campaign will run from February 27 to March 31 across various platforms, including TV, digital, social and paid channels.
“This isn’t just the moment for NWSL; NWSL is the moment. And we’re excited to give it the ESPN treatment that the sport and its supporters deserve,” added Tyler Booker, Creative Director at Preacher.
In late-2023, ESPN solidified a multiyear media rights agreement with the NWSL, further cementing its dedication to women’s soccer.
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Meanwhile, the NWSL has revealed all new Nike home and away for all 14 teams – 28 strips in total – to mark a notable milestone: the first time a women’s professional football league has received a league-wide kit overhaul.
“This launch marks a pivotal moment for the NWSL as we join forces with Nike to introduce a visually striking, bold and community-inspired kit collection for all 14 clubs,” said NWSL vice president of consumer products Katie Eaton.
ESPN’s coverage of the 2024 NWSL season kicks off on Saturday, March 16, at 12.30pm ET on ABC, ESPN Deportes and ESPN+, featuring Kansas City Current versus Portland Thorns FC.
The season opener marks a historic moment as it’s the inaugural match at CPKC Stadium in Kansas City, the first purpose-built stadium for a women’s professional sports team. Throughout the season, ABC and ESPN platforms will broadcast 20 matches, including the three playoff games on ABC.
