• by Fern Siegel , February 29, 2024

The National Women's Soccer League kicks off its new season March 16. And ESPN is ready.

The network's “It’s So On” brand campaign is targeting fans with in-game shots of the U.S. Women's National Team and NWSL stars, such as Alex Morgan (San Diego Wave FC), Sophia Smith (Portland Thorns), Midge Purce (Gotham FC) and Trinity Rodman (Washington Spirit).

Retired NWSL Champion Ali Krieger is also featured.

The work, by Preacher, runs through March 31 across TV, digital, social, and paid channels. The rivalries, the personalities and competition are all captured in the spot.

Rachel Epstein, vice president, marketing at ESPN, said: “It’s not just a campaign line. It’s a commitment to elevating the NWSL globally and an identity driver that will fuel the league from launch of the 2024 season through the playoffs across ESPN platforms.”

Or as Tyler Booker, creative director at Preacher, puts it: "This isn't just the moment for NWSL. NWSL is the moment."

In November, ESPN and the National Women’s Soccer League, the top professional women’s soccer league in the United States, inked a multi-year agreement for the English-, Spanish-, and Portuguese-language media rights to televise select matches in the U.S. and Latin America.

ESPN will present live coverage of 20 games — 17 regular-season matches and three playoff matches — each season. Plus, ESPN in Latin America will showcase the NWSL Championship live each season.