The National Women’s Soccer League Asks Fans to ‘Keep Up’ with Storybook Creative

The National Women’s Soccer League today announced the return of its heralded WE PLAY HERE marketing campaign to kick off the 2024 regular season on Saturday, March 16 with the call to action encouraging fans to Keep Up!

Building upon the WE PLAY HERE campaign’s 2023 debut, ‘Keep Up’ continues to lean into the one-of-a-kind athleticism, competition, and emotion of professional women’s soccer. It also captures the momentum of the league’s 12th year with four new broadcast deals, two new teams, and the unveiling of the first-ever stadium built specifically for women’s professional soccer.

“The NWSL is unmissable entertainment that now spans across 14 club markets, with more broadcast reach than ever before and some of the top brands in the world as our league partners” said Julie Haddon, chief marketing and commercial officer. “We are growing at incredible speed with our dynamic fanbase and expansion – so it only made sense to kickstart the 2024 season with that same energy to run with us.”

As the league continues to write history, with fans and players pushing the women’s sports movement forward on a global scale, the campaign features epic storybook motifs. The campaign’s new spot is narrated by Kansas City Current midfielder Lo’eau LaBonta who will take the field alongside her teammates on Saturday in the opening of CPKC Stadium, the first purpose-built stadium for a women’s professional sports team.

This year’s campaign was developed in collaboration with creative agency Cartwright and is slated to run Wednesday across TV, digital, social, and paid channels.

"'Keep Up' is a bold rallying cry for women's soccer that we believe captures the spirit and power of the sport," said Keith Cartwright, CCO at Cartwright. "There is a lot of energy in the new campaign that leverages existing footage and images to bring the dynamic action and hold-your-breath excitement of women's soccer to life."

The 2024 season marks the beginning of the league’s landmark four-year domestic media rights agreements with CBS Sports, ESPN, Prime Video and Scripps Sports that will see 121 matches featured on national platforms throughout the season.

Following the campaign-opening 2024 UKG NWSL Challenge Cup this Friday, the regular season begins Saturday, March 16, as Kansas City hosts Portland Thorns FC at CPKC Stadium.

For more information on how to watch the NWSL this season, visit here.