• Loading stock data...
Friday, June 14, 2024

WNT Everywhere Creates Buzz for World Cup through Art Series

soccer-wnt-marketing
Photo Credit: U.S. Soccer

Since its inception, the U.S. Women’s National Soccer Team has been one of the most dominant squads in sports, earning three Women’s World Cup titles and four Olympics gold medals. As a result of that success, even the most casual soccer fans in the U.S. have embraced the WNT, a team that adopted a fitting tagline for the 2019 World Cup: One nation, one team.

Those in charge of marketing at U.S. Soccer wanted to capitalize on that patriotic pride, so they have unveiled WNT Everywhere to forge a connection between fans and players on the team ahead of the World Cup. Starting this week, USWNT players can be seen featured on murals and posters designed by female artists in different locations around the country.

“We’re creating this ‘energy moment’ around what is already a big event,” said U.S. Soccer director of analytics, Ross Moses.

READ MORE: La Liga Looks to Seize Opportunity in U.S. Soccer Market

A new U.S. Soccer app has also been introduced. It offers fans the opportunity to scan the murals or posters and unlock exclusive geo-targeted content, like special messages from USWNT players, based on their location.

“To take soccer to the next level, it requires the entire nation to be involved, especially with the World Cup moment this summer,” said Kay Bradley, brand director at U.S. Soccer. “The Women’s National Team has a narrative that we think is extremely emotive and powerful for fans. They’re such elite athletes on the field, and they have such approachable personalities off the field, so they have the ability to inspire fans to achieve what they want, related or unrelated to soccer.”

The posters have been placed in locations where each player has a special bond. For example, posters featuring Alex Morgan are located in Orlando, as Morgan is a member of the NWSL’s Orlando Pride.

“We’re more focused on talking about the teams behind the scenes and players and their backgrounds, and less on keeping up with the ESPNs and Bleacher Reports of the world,” said Moses. “It’s more of a buildup of these storylines for teams and players.”

READ MORE: Liverpool FC Ready to Build Overseas Brand on U.S. Tour

The new app will serve a larger purpose beyond the WNT Everywhere activation, providing fans a one-stop shop for game-day information, ticket purchases and live content like stats and highlights. It is part of U.S. Soccer’s recent digital revamp, which also includes a website overhaul and new data infrastructure.

The murals and posters were an important, authentic supplement to the app, explained Moses, who helped execute the digital revamp.

“It’s easy to scale with digital, but we wanted to have that physical aspect,” he said. “We wanted to have boots on the ground, so to speak, where people were stopping to take a look, or they were seeking out and finding these original pieces of art…We’re taking this physical piece and setting it off by blending it with the app so the players come to life.”

“We would love to take every player to every city to play games, but that’s not possible,” Bradley added. “We thought, ‘How can we bring the team and players to cities across America, and if not physically, how can we do it digitally?’ This merges the two, physical and digital.”

The final product—murals in 11 cities and posters depicting all 23 players—captures the attention of the everyday passerby.

“Our avid, hardcore fans—there’s an appeal for them, but we also felt this was a way to bridge the gap between avid fans and casual fans, those people who are interested in soccer but aren’t following us all the time,” Bradley said. “The element of artwork, which is outside, brings a cultural appeal to the activation for someone who’s not innately interested in soccer, but it could pique their curiosity.”

[mc4wp_form id=”8260″] 

Even with the emphasis on the physical experience, U.S. Soccer still prioritizes the digital side, thanks to its young audience.

“There’s not much we do that isn’t related to tech,” Moses said. “We know the millenial and Gen Z generations have got their phones tied to their hands, so if you’re not giving them a digital experience, you’re doing yourself a disservice.”

Although WNT Everywhere will build interest for the 2019 World Cup, Bradley and her team hope it leaves a lasting legacy beyond this summer.

“We want to generate interest and deepen the relationship, so [fans] start to engage with the federation and team, and deepen it so they’re supporting during the competition and continue to have that relationship with U.S. Soccer once the World Cup ends,” she said. “Our overarching mission is to become the preeminent sport here in the U.S. That’s our goal.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Manchester City FC corner flag in the Etihad Stadium

Legal Battles, Infighting Threaten Premier League’s Economic Recovery

Manchester City’s ongoing issues with Premier League rules are just part of a larger unease in English pro soccer.
Jan 3, 2022; Pittsburgh, Pennsylvania, USA; General view of the NFL shield logo signage before the Pittsburgh Steelers host the Cleveland Browns at Heinz Field.

Odds Stacked Against NFL in Multibillion-Dollar Sunday Ticket Trial

Why the class action trial does not look promising for the league.

Cricket, NWSL Among Emerging Sports to Set Attendance Marks

Cricket and the NWSL set new attendance records, while MLB and the WNBA enjoyed their own strong turnouts.

Real Madrid Flees From Boss’s Claim It Won’t Play in FIFA’s Troubled Club World Cup

Carlo Ancelotti originally said his team won’t play in the U.S. tournament next summer.
podcast thumbnail mobile
Front Office Sports Today

How the US Open is Designed for Drama

0:00

Featured Today

Jan 7, 2024; San Francisco, California, USA; Toronto Raptors forward Jontay Porter (11) takes a three-point shot against the Golden State Warriors during the second half at Chase Center.

‘Bound to Happen’: The Age of the Sports Betting Scandal Has Arrived

A banishment, betting scheme, and guilty plea all in one scandal-filled span.
June 8, 2024

‘Experimental in Nature’: The Rapid, Confounding Rise of Streaming Bundles

Here’s why confusion continues to outweigh solutions in the streaming package boom.
June 2, 2024

The Nostalgia Market: Michael Jordan’s Memorabilia Remains Coveted, With Caveats

Due to scarcity, and sometimes, items’ undisclosed whereabouts, this world has limitations.
Pac-12
June 1, 2024

The Pac-12 Wants Everybody to Know That It Isn’t Dead Yet

With a broadcast studio and two schools, the league plans to rebuild.

Everything You Need to Know About the Schism Rocking Competitive Eating

The business story about hot dogs that you never knew you needed.
May 21, 2024

Lawsuit: Florida Football Coaches Made False NIL Promises

The quarterback says UF backed out of a $13.85 million NIL agreement.
June 12, 2024

Fanatics Dives Into Ultra-Niche With G League Trading Cards

The company will take over the NBA license in 2025.
Sponsored

How HOKA is Reimagining the NIL Relationship

HOKA, the renowned athletic footwear and apparel brand, is betting on a new reality with NIL.
May 8, 2024

Candace Parker Joins Shaq, Iverson in Court-to-Sneaker Boardroom Pipeline

Parker was named president of Adidas women’s basketball Wednesday.
April 16, 2024

The WNBA Has Huge Ambitions as Caitlin Clark Finally Comes Aboard

Commissioner Cathy Engelbert is aware of the moment in front of the league.
March 11, 2024

WWE Borrows From UFC, Puts On-Mat Advertising in the Ring

The wrestling outfit is learning from its MMA counterpart’s playbook under the TKO Group.
Drew Brees smiling while wearing hat
December 2, 2022

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.