The National Women’s Soccer League (NWSL) has introduced its latest marketing effort to engage fans leading into the 2026 FIFA World Cup. Centered around star athletes like Temwa Chawinga, the campaign aims to boost viewership and community connection across the United States, with strategic events in New York City and digital promotions designed to attract a broader audience. The initiative is positioned to make the 2026 season the most-watched in league history by leveraging World Cup excitement and the growing popularity of its top players.
Highlighting Star Players in Dynamic Visual Storytelling
The new campaign, titled Imagine Missing This, debuted with a 30-second commercial showcasing thrilling moments from the 2025 season. It features prominent forwards such as Portland Thorns FC’s Sophia Wilson, Chicago Stars FC’s Mallory Swanson, Kansas City Current’s Temwa Chawinga, Angel City FC rookie goal-scorer Riley Tiernan, and Washington Spirit’s Trinity Rodman. This diverse group of athletes, including Rodman who recently secured the league’s highest-paid contract, appears performing key plays and celebrations, compelling viewers with the question, “Where were you?” during these memorable moments.
Adding cultural relevance, the campaign includes a soundtrack by Korean singer and rapper Rei Ami, known for her role in Netflix’s KPop Demon Hunters. This musical choice aims to captivate younger demographics, particularly Gen Z audiences, expanding the league’s fan base beyond traditional soccer watchers.
Innovative Marketing Tactics Incorporate Live Events and Iconic Displays
For the first time, the NWSL has incorporated proprietary game footage into its kickoff campaign, creating a more authentic and engaging viewer experience. From March 9 to March 29, a Times Square billboard will feature mixed-media displays promoting the campaign. Complementing this, the league will host a public watch party on March 14 at Bathhouse Studios in New York City’s East Village, in partnership with Gotham FC. Attendees can watch live screenings of Gotham FC vs. Boston Legacy, Kansas City Current vs. Utah Royals FC, and Bay FC vs. Denver Summit FC, along with enjoying branded giveaways, photo opportunities, and other fan experiences.
Emphasizing Player Personalities to Strengthen Fan Relationships
Andrew LeRay, NWSL’s director of brand marketing, explained that this campaign builds on lessons from the previous year’s Just Watch campaign, which focused on habit-building and targeted growth areas. The 2026 initiative highlights the charisma and profiles of players beyond the pitch, fostering deeper emotional connections with fans. LeRay described the strategy as a blend of creative vision and data analysis, anticipating positive audience engagement.
“This campaign is a combination of good, creative ideas supported by data that give us a good sense for how this will perform — or how we hope it’ll perform — and it’s come together quite nicely,”
LeRay said.
Showcasing standouts like Trinity Rodman, Mallory Swanson, and Sophia Wilson—collectively known by fans as “Triple Espresso”—the league aims to integrate player stories with highlight action. LeRay emphasized the campaign’s focus on personality, stating the desire to reveal the players’ athleticism and excitement as central to the league’s identity.
“We feel it’s important now more than ever to widen our fan base, focus on the top of that funnel, build more community and conversation, and really be ingrained in culture and help move culture,”
he said.
“That’s why this campaign is very much focused on player personality — showing their faces and combining that with highlight footage that lets you know who these players are, and how athletic and how exciting they are. That really is the embodiment of our league and what we want to get across.”
Community Engagement Through Watch Parties and Strategic Locations
Watch parties have been identified as a crucial element in the NWSL’s efforts to grow its fan community. The upcoming New York City event is the league’s inaugural public viewing party, aimed at maximizing exposure in a major media market where the NWSL headquarters are located. It also aligns with New York hosting the 2026 FIFA World Cup, providing an opportunity to connect with the global soccer audience well ahead of the 2027 FIFA Women’s World Cup.
LeRay described the strategy as highly deliberate, taking advantage of strong regional interest in soccer and the city’s reputation as a sports hub.
“It is strategic,”
LeRay explained.
“We do have people in this area who are very interested in soccer. I think it’s a great sports town and not something where we just want to be in New York. We definitely have sights set on being physically present in other places, throughout the country, throughout the year, looking ahead towards the summer. The summer is jam-packed this year, with lots of soccer activity thanks to the World Cup being here, and we have a number of important moments coming.”
The league’s approach also aligns with new Nielsen ratings methods, which now recognize the impact of mass gatherings like watch parties on viewership statistics. This reinforces the NWSL’s intent to deepen community participation and broaden the understanding of the game’s unique appeal, distinct from men’s soccer.
“Now that Nielsen rates games differently and takes into account these mass gatherings when putting together their weekly ratings, we’re even more excited to do these watch parties. The focus is on building our community and letting people — who are not just traditional women’s soccer watchers — know what this game means and how exciting it is. It is so uniquely different and entertaining than the men’s game. The more that we can do to be in the community and welcome people in, the better.”
Outlook: A Season Poised for Growth and Cultural Impact
With Temwa Chawinga at the forefront, the NWSL’s 2026 campaign demonstrates a determined, data-backed effort to raise the league’s profile and deepen fan engagement. The blend of star power, innovative marketing, and community-focused events sets a robust foundation for expanding women’s soccer’s reach, particularly as the global spotlight turns toward the FIFA World Cup. As watch parties and digital campaigns unfold, the league looks to cement its place as a dynamic and culturally relevant sports organization heading into a pivotal year.
