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'Not a women's soccer ad'

Published

2 months ago

March 17, 2025

“Their play tells the story,” she said. “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 league’s third annual marketing campaign, called “Just Watch,” which rolled out ahead of kickoff last week, is meant to help with that, according to Julie Haddon, the NWSL’s chief marketing and commercial officer. The lead ad in the campaign is composed of action shots of stars like Olympic standouts Trinity Rodman and Sophia Wilson, reigning NWSL MVP Temwa Chawinga, and Brazilian soccer legend Marta, as well as younger players like Alyssa Thompson and Ally Sentnor.The NWSL selected Latashá for the music and voice-over because of her track record of “knocking down barriers,” Haddon said; according to the NWSL, she was the first woman rapper to distribute her music on the blockchain, and was the first independent artist to auction off “music visuals” at Sotheby’s.Just don’t call it a women’s soccer ad, Haddon said.

Dare you

Players serving as influencers have helped elevate the league on social, where followers increased by 102% and engagement was up 56% last year, she said.Beyond partnering with buzzy brands, Haddon is working to continue positioning the NWSL as a cultural pillar by keeping the spotlight on the players both on and off the pitch. The league recently debuted a docuseries called For the Win: NWSL with Prime Video, one of its broadcast partners, and it brought on photographer Brigitte Lacombe to shoot high-fashion-style shots of the players during media day to show them in a “different light,” Haddon said.“We’re focusing on the game, and it just happens to be played by women,” she 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…but it’s not a women’s soccer ad.”Like Latashá, e.l.f., which is now the presenting sponsor of the NWSL Challenge Cup, has a track record of breaking the status quo in its marketing, Haddon said. And working with Unwell Hydration is already paying off, Haddon said. Earlier this month, Cooper’s audience “showed up in droves” to the Challenge Cup, its annual, single-match game ahead of the season, she told us.

The lifestyle

After 9 million people watched the US Women’s National Soccer Team win a gold medal last year, and with NWSL viewership up almost 300% year over year, it’s probably safe to say people know how to tune into women’s soccer. But without icons like Alex Morgan and Kelley O’Hara playing in the NWSL this season, some might not know who to watch.

The spot is narrated by hip-hop artist and entrepreneur Latashá and features a reinterpretation of her song “Who I Am.” During the ad, Latashá tells the audience to “watch us move,” “fly,” “break,” “burn,” “rise,” and “rule” over cuts of the players on the pitch. “Just you watch,” she says ahead of the end card.The league is similarly looking to “break some glass as we show up,” Haddon said, adding that Latashá’s narration is meant to be “sort of like a command” for people to engage with the NWSL’s 13th season. The ad is set to run on digital, broadcast, and social channels, and Times Square billboards of players will be on display through April 6.“You’ll see some of the best in our league on the stage they deserve,” Haddon said.Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.

Related Topics:Brands camera commercial fashion marketing media music new news season show soccer social sports sports marketing team track video watch working

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Virginia AG Miyares Announces Final Settlement in NCAA NIL Lawsuit, Ending Recruitment Ban

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NCAA Postseason Priority Ticket Requests Available

Story Links MORGANTOWN, W.VA. – As the West Virginia University baseball team continues to stay in the hunt for the 16th NCAA Tournament bid in program history, the Mountaineer Ticket Office has made online NCAA postseason tickets requests available, should the Mountaineers be selected to host an NCAA Regional, May […]

Published

22 minutes ago

May 21, 2025

Your Sports Nation

MORGANTOWN, W.VA. – As the West Virginia University baseball team continues to stay in the hunt for the 16th NCAA Tournament bid in program history, the Mountaineer Ticket Office has made online NCAA postseason tickets requests available, should the Mountaineers be selected to host an NCAA Regional, May 30-June 2 and/or Super Regional, June 6-9 at Kendrick Family Ballpark.

All 2025 WVU Baseball season ticket holders can now log in to their account at WVUGAME.com to request priority postseason tickets. Due to the NCAA required ticket allotments for the participating teams, season ticket holders may request up to six (6) Regional all-session tickets and up to four (4) Super Regional all-session tickets from May 19 through May 21, with seat locations subject to availability. Seat locations are subject to change from the regular season and will be filled with the best available ticket locations (reserved seat or standing room only) based on MAC priority. MAC members who are not season ticket holders may request tickets from May 22 through May 25 at 5:00 p.m., pending available inventory. These requests can be made by logging into their account at WVUGAME.com, navigating to “Event List” under the “Buy Tickets” tab, then selecting “Baseball” and “Baseball Post-Season Tickets.” Additional non-season ticket requests are subject to availability and will be evaluated based on MAC annual membership levels and the priority points ranking within each level.

The priority deadline for season ticket holders to request Regional and Super Regional tickets is Wednesday, May 21 at 5:00 p.m., while the deadline for MAC members to request Regional and Super Regional is Sunday, May 25 at 5:00 p.m.

Ticket options and prices for Regional all-session passes are listed below:

Reserved All-Session – $90

Standing Room Only All-Session – $72

Ticket options and prices for Super Regional all-session passes are as follows:

Reserved All-Session – $60

Standing Room Only All-Session – $45

All-session packages will include tickets for all games played at the ballpark (including Monday if necessary). All priority ticket requests will be allocated with the best available section based on MAC annual membership level and priority points. If tickets are not available at the price level requested, tickets will be allocated at the next highest price level. Ticket inventory is limited, and requests are not guaranteed.

Parking passes will be available for $20 per day by advance request. All requests are subject to availability and will be evaluated based on MAC annual membership levels and priority point rankings within each level.

Fans will only be charged for their ticket request if WVU is selected to host that round. All tickets will be e-mailed to the customer e-mail address provided during the request.

Information on any available general public ticket sales through the Mountaineer Ticket Office will be released upon the completion of the priority ticketing process.

Tickets for full-time WVU students will be available on game day at the Kendrick Family Ballpark ticket windows. Tickets will be free for WVU students with a valid student ID only to games that WVU plays in. Students from other participating schools presenting a valid student ID from their institution can purchase a $15 general admission/standing room only ticket at the Monongalia County Ballpark ticket windows on game day.

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Top-ranked Georgia commit signs NIL representation deal with Rosenhaus Sports

Georgia Bulldogs defensive line commitment Seven Cloud has been committed to Georgia since Dec. 2024. Cloud is the nation’s top-ranked junior college prospect. The 6-foot-4, 300-pound defensive lineman plays JUCO for Butler Community College in El Dorado, Kansas. Cloud is from Atlanta, Georgia, and played high school football for McEachern High School. He’s ranked as […]

Published

46 minutes ago

May 21, 2025

Your Sports Nation

Cloud is from Atlanta, Georgia, and played high school football for McEachern High School. He’s ranked as a three-star recruit, but could provide an immediate impact as a member of the class of 2026. Cloud posted 5.5 sacks and 48 tackles during his first season with Butler in 2024.

Now, Cloud has signed a name, image and likeness representation deal with Rosenhaus Sports, which could be a sign indicating that his recruitment is changing or that he’s looking to maximize his NIL earnings.

Georgia recently had a major recruiting miss with the No. 1 recruit in the country, Jackson Cantwell, who committed the Miami Hurricanes. Cantwell was also represented by Rosenhaus Sports and sports agent Drew Rosenhaus.

Despite Cloud closing his recruitment in April, it still appears that he’s considering other options. Cloud has upcoming official visits with South Carolina, Florida State, LSU, North Carolina and Georgia, per 247Sports.

This article originally appeared on UGA Wire: Top UGA commit signs NIL representation deal with Rosenhaus Sports

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Longshore and McKnight: College Sports Commission attempts to restore balance, transfer portal diminishing fan enthusiasm for recruiting, and more…

On today’s episode of Longshore and McKnight, John and Barry wade into the looming transformation of college athletics governance, discussing a proposed College Sports Commission drafted by power conference officials to curb state-level NIL law circumvention. Barry McKnight noted the urgency: “It’s got to happen sooner, much than way later,” as July 1 looms for […]

Published

1 hour ago

May 21, 2025

Your Sports Nation

Barry McKnight noted the urgency: “It’s got to happen sooner, much than way later,” as July 1 looms for implementation tied to the House settlement. The proposed commission would require schools to waive legal rights and comply with unified rules or face exclusion from NCAA membership, aiming to restore competitive balance and enforceable standards amid concerns that college sports are becoming unsustainable.

Catch live episodes of Longshore and McKnight daily on YouTube, Spotify, and on Yellowhammer News

The show also tackled skyrocketing college football ticket prices, dwindling fan enthusiasm for recruiting, and the future of Auburn athletics. Brian Matthews of AuburnSports.com joined the show, citing how NIL and the transfer portal have “taken away some of that interest” from traditional recruiting excitement. Matthews praised Auburn’s roster rebuild and forecasted an 8–9 win season is critical for Hugh Freeze to avoid fan unrest. Alabama and Auburn baseball postseason hopes, NFL scheduling quirks for the Jaguars, and even Charles Barkley’s NIL skepticism rounded out the show.

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College football CEO another NCAA failure waiting to happen

JD Vance fumbles Ohio State title trophy at White House event Ryan Day and the Ohio State Buckeye’s football team were honored at the White House for their 2024 national championship victory. Let me try and understand this, because I’m a little fuzzy after decades of deceit and distrust. It now appears that college […]

Published

2 hours ago

May 21, 2025

Your Sports Nation

Let me try and understand this, because I’m a little fuzzy after decades of deceit and distrust.

It now appears that college football is headed toward the implementation of a commissioner, a czar of sorts who will control enforcement and whose rulings will be final.

Unless, of course, you want to head to arbitration.

A commissioner, or CEO or whatever you want to call him or her, whose office will control oversight of all things NIL and declare what deals are within fair-market range.

In a free-market economy.

A commissioner who, despite this brand new power and influence given to them by university presidents (see: fox, meet henhouse), will have zero – and when I say zero, I mean zero – control over player movement.

The most pressing problem for which there is no legal answer, short of players becoming employees and collectively bargaining.

A commissioner who will be paid a boatload of cash to do, in theory, what current NCAA president Charlie Baker should’ve been doing all along — if given the opportunity.

Apparently, a man who ran one of the largest state budgets as governor of Massachusetts needs another multimillion dollar salaried colleague to pull college sports from its self-induced mess.

I have no doubt this, too, will be a resounding success. That’s sarcasm, everyone.

Want to blame someone for this never-ending, unwieldy morass? Blame the eggheads at the very top of the food chain.

The same university presidents that have no business sticking their noses in the business of college sports, but do so, anyway. Why, you ask?

Because the last thing they need is for athletics to encroach onto academics, for athletics to need financial support from the university. Most university presidents are hired for fundraising first, and everything else second.

That everything else doesn’t include paying for athletics.

So don’t blame SEC commissioner Greg Sankey, or Big Ten commissioner Tony Petitti for the ills of college football. They’re doing what their respective university presidents – their bosses who sign their paychecks – tell them to do.

The same university presidents who have lost in nearly every single legal case brought against their association of schools.

What’s constantly lost in these inevitable screwups is the NCAA is nothing more than a conglomeration of 300-plus university presidents, each with egos the size of Desmond Watson. These presidents vote each other and their subordinate athletic directors into various committees and subcommittees that eventually decide Boise State will be placed on probation for buying a recruit a bagel.

Or that North Carolina won’t be placed on probation because years of fake classes to keep athletes eligible were – and I still can’t believe I’m writing this – also available to the rest of the student population.

So excuse me if I’m a little hesitant about this latest iteration of change from a group of men and women at the highest level of higher education. The same group that not long ago swore up and down there would never be “second semester” football.

Now the College Football Playoff ends in late January, well into the second semester. And competes for television ratings against the big, bad NFL ― a losing proposition by anyone or anything that has tried.

The same university presidents who not long ago swore up and down that pay for play would never work for any number of reasons, the least of which was Title IX. There’s no way to pay men to play, and then pay women equally, they declared.

Women, they said, deserve the same opportunities as men.

Now we’re days away from a U.S. District judge potentially signing off on the House case – another devastating loss for the sharp legal minds at the NCAA – and more than $2 billion in back pay for former student athletes, complete with a future revenue sharing plan that will give nearly 90 percent of a salary pool of $20 million-23 million to football and men’s basketball.

But buddy, you better believe they have it figured out this time. This new commissioner or CEO or czar will solve all problems.

There’s no chance he’ll strike down an NIL deal because it isn’t fair, and the NCAA – or whatever they’ll eventually call the elite football-playing schools – won’t be sued and lose again.

Look, I have no law degree, but I did pay attention in college during ECON 101. The market dictates what services are worth.

Not some doofus plopped into a position by 300-plus university presidents, whose sole purpose is to protect their own asses at all cost.

Yeah, this new CEO will be a resounding success.

Matt Hayes is the senior national college football writer for USA TODAY Sports Network. Follow him on X at @MattHayesCFB.

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Tennessee’s Zakai Zeigler files lawsuit against NCAA, challenging redshirt rule for fifth year of eligibility

Zakai Zeigler finished his athletic eligibility at Tennessee with the end of the Volunteers’ 2024-25 men’s basketball season. However, the guard has filed a lawsuit against the NCAA seeking a fifth year of eligibility. Zeigler has already played four seasons for Tennessee and didn’t begin his college career until 2021, one year after the 2020-21 […]

Published

2 hours ago

May 21, 2025

Your Sports Nation

Zeigler has already played four seasons for Tennessee and didn’t begin his college career until 2021, one year after the 2020-21 class that was allowed one more year of eligibility lost during the COVID-19 pandemic.

In the lawsuit, filed in the Eastern District Court of Tennessee, Zeigler is seeking a preliminary injunction that would allow him to play the 2025-26 season. He is challenging the NCAA rule that an athlete has four years of eligibility within a five-year window.

Zeigler, 22, isn’t allowed an opportunity to earn NIL money for a fifth year because he’s used up all of his eligibility. As the lawsuit argues, that deprives him of a fifth year, “the most lucrative year of the eligibility window for the vast majority of athletes.”

How lucrative? The lawsuit argues that Zeigler could earn between $2 million and $4 million in a fifth year based on his record of success and visibility playing in the SEC. Those figures are projections from the Spyre Sports Group, which facilitates Tennessee’s NIL collective.

Athletes who receive a redshirt are allowed a fifth year of eligibility, which gives them one more year to earn NIL income. A freshman who was redshirted, for example, would still be able to earn NIL money even if he or she doesn’t play.

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Why More and More Brands Are Sponsoring Women's Sports Leagues

The 2025 WNBA season kicked off on Friday, with seemingly more media attention than the NBA as well as more interest from brands. That’s not surprising given the growth in women’s sports in recent years. In fact, Deloitte projects women’s sports to generate $2.35 billion in 2025, a 25% jump from last year’s record-breaking $1.88 […]

Published

4 hours ago

May 21, 2025

Your Sports Nation

Why More and More Brands Are Sponsoring Women's Sports Leagues

In fact, Deloitte projects women’s sports to generate $2.35 billion in 2025, a 25% jump from last year’s record-breaking $1.88 billion, according to Deloitte Global’s report “Beyond the Billion-dollar Barrier: Charting the Next Phase of Growth.”

Sponsorship deals across major women’s sports properties increased by 12% year over year during their 2024-25 seasons, growing at a rate almost 50% faster than major men’s pro leagues experienced last year, according to SponsorUnited’s Women in Sports Report. (ICYMI: Fenty Beauty and Fenty Skin and luggage brand Away recently teamed up with the WNBA’s New York Liberty.)

The National Women’s Soccer League (NWSL) and the WNBA saw the biggest increase in sponsorship deals, with one of those being Gatorade. The beverage brand boasts five NWSL partnerships with teams, in addition to being a sponsor of the WNBA, which it’s been since the beginning in 1997.

“Gatorade has long been a champion of women’s sports, from being a founding partner of the WNBA to signing trailblazing athletes like Serena Williams, A’ja Wilson, Mallory Swanson, Caitlin Clark, JuJu Watkins, and Paige Bueckers,” said a Gatorade spokesperson about the brand’s investment in women’s sports leagues. The brand is active across five women’s professional sports leagues—the Women’s Tennis Association, LPGA, WNBA, NWSL, and Liga MX Femenil, a professional women’s football league in Mexico.

“Our commitment today remains just as strong. We continue to invest in top-tier women’s sports talent and team partnerships, fueling athletes across every level of play and celebrating their impact on and off the field. For us, it’s about showing up consistently and authentically to help move the game forward.”

While major brands like State Farm, Microsoft, and Michelob Ultra are looking to the big leagues like the WNBA and NWSL, brands like BIC are scoring with up-and-coming sports—a trend noted by Deloitte, which reports that cricket, rugby, and volleyball are attracting investment.

Earlier this month, BIC Soleil announced its title sponsorship of the Pro Volleyball Federation (PVF) Championship tournament, which was held at Lee’s Family Forum in Henderson, Nev., just outside Las Vegas, May 9-11. This partnership builds on the brand’s presence in women’s sports, following its debut as the Official Razor of the Professional Women’s Hockey League (PWHL) during its inaugural season last year and continuing this year.

“We see a real connection between the PVF’s passionate fan base and their talented players and the confident, dynamic women who choose BIC Soleil razors,” said Bethridge Toovell, vice president and head of global communications at BIC. “Following along during the PVF’s impressive first season and their clear dedication to uplifting women made the championship sponsorship opportunity a compelling one. It aligns perfectly with our values and our desire to support organizations that empower and enable women to shine.”

As part of the sponsorship, BIC Soleil debuted the “Set a BIC, Score a BIC” commercial, which cleverly riffs on a real volleyball move called a “bic” —a fast, back-row attack designed to surprise opponents. Also, when a “bic” happened during the tournament, viewers at home and attendees at the games were prompted to scan a QR code, leading them to BIC’s Instagram page for a chance to win BIC x PVF merchandise.

There was also on-site Soleil razor sampling during the tournament. Toovell said that the campaign generated over 150,000 organic impressions and an average engagement rate of 3.68%. “With the campaign just running for a few days, this enthusiastic response exceeded expectations, highlighting the exciting momentum and growing support for this emerging league,” she added.

Earlier this month, Soleil brand ambassador and PWHL Toronto Sceptres player Emma Maltais welcomed 20-plus guests to the team’s final home season game. The venue, Coca-Cola Coliseum, was transformed into a floral oasis, where the pinks and golds of the Soleil Glide razor were brought to life. Influencers and media were able to watch the game, engage with Maltais, learn more about the BIC Soleil Glide razor, and capture content.

Guests received custom gift bags filled with Soleil Glide razors, a Tangle Teezer brush, luxe skincare goodies, and an Emma Maltais hockey card. Toovell said that the PWHL “partnership is about more than just shaving. It’s about helping women feel empowered, confident, and ready to shine in all aspects of their lives.”

“For brands like BIC Soleil, whose very essence is about celebrating women, investing in women’s sports is a powerful and direct way to build lasting connections with their target market,” she added.