Washington Spirit Debuts SomosSpirit

The Washington Spirit have become the first club in the National Women’s Soccer League (NWSL) to launch dedicated Spanish-language social media accounts, in a move aimed at strengthening ties with Hispanic audiences both locally and internationally.

The @SomosSpirit channels, live on X and Instagram, form part of the club’s broader community engagement strategy and mark a step toward diversifying fan outreach.

The initiative comes at a time when the Washington D.C., Maryland, and Virginia (DMV) region’s Hispanic population exceeds 1.1 million, representing a significant and growing demographic for sports rights holders in the area.

Commenting on the launch, Washington Spirit Vice President of Marketing & Communications, Cathy Jerome, said the channels are designed to “bring our brand and story directly” to Spanish-speaking supporters, adding that the club’s aim is to engage “a dynamic and passionate audience” through culturally relevant content.

The Spirit’s approach aligns with wider industry trends in North American sport, where teams across major leagues are investing in multilingual content to deepen market penetration and strengthen brand loyalty. The club’s competitive advantage is amplified by the presence of Spanish-speaking talent, including head coach Adrián González, Mexico international Rebeca Bernal, and Colombia’s Leicy Santos, enabling more authentic storytelling.

In their first two weeks, the @SomosSpirit Instagram account has attracted more than 900 followers and over 9,000 interactions, driven partly by coverage of the Spirit’s recent win over Portland Thorns, presented entirely in Spanish.

While modest in raw numbers, early engagement suggests strong audience appetite and potential for growth if supported by sustained, high-quality content.

The expansion presents new sponsorship activation opportunities targeting the Hispanic market, both within the DMV and in key international football territories. It also positions the Spirit to attract brands seeking alignment with diversity and inclusion initiatives in sport.

The Spirit will continue their NWSL campaign this weekend in the league’s inaugural Rivalry Weekend, facing Gotham FC on tomorrow before returning to Audi Field on 15 August against Racing Louisville.

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