“I think the part that's exciting about the league right now is that we're at this intersection of culture and sport and disruption.” - Julie Haddon
Women’s sports are no longer a niche, they’re a cultural movement. With record-breaking viewership, player-led media moments, and big brand investments, the space is transforming rapidly. At the center of that shift? The National Women’s Soccer League. In this episode, we unpack how the NWSL is redefining the playbook through storytelling, technology, and community, and what brands can learn from its meteoric rise.
This episode was recorded in May 2025, prior to Julie’s departure from the league in July 2025.
Julie Haddon is the former Chief Marketing and Commercial Officer at the National Women’s Soccer League. With experience spanning the NFL, Twitter, DreamWorks Animation, and Zynga, she brings a unique blend of storytelling, innovation, and strategic brand-building to the NWSL. She oversaw sponsorships, content, brand, and fan engagement, and spearheaded the league’s mission to grow fandom and revenue while spotlighting the athletes at its core.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Culture x Competition: Why Fans Watch the NWSL
Julie describes how the NWSL merges high-level competition with cultural relevance. With players who are also creators, activists, and influencers, the league is a gateway for fans who care as much about personality as performance. For brands, tapping into this duality means connecting with audiences on and off the field.
Cultural Relevance Means More Than Sports Content
Julie highlights the NWSL’s creative approach to social content, such as aligning player kits with Met Gala fashion moments. With tentpole launches and editorial storytelling, the league inserts itself into broader conversations, making its content more discoverable and emotionally resonant. Brands can learn to activate beyond traditional moments.
The Power of Platform Partners like Overtime
By partnering with Overtime, the NWSL extends its reach to younger, digitally native audiences. Julie shares how these platforms distribute highlights, behind-the-scenes footage, and compelling moments like Marta’s game-winning goal—fueling the “why to watch.” Smart partnerships can unlock new fans and deeper engagement.
Brand Partnerships That Break the Mold
Julie explained how the NWSL co-creates partnerships that reflect shared values, not just visibility. From Glow for Glory with e.l.f. Beauty, which offers open tryouts to aspiring players, to Bobby’s support for athlete moms, these programs go beyond sports. For brands, the takeaway is this: purpose-driven collaborations are more powerful than traditional sponsorships when they tap into community and culture.
The 2026 World Cup Will Be a Catalyst for the NWSL
The upcoming World Cup as a tipping point for soccer in the U.S.—and a major growth accelerator for the NWSL. With global momentum and fan interest surging, the league is focused on expanding its reach, innovating its content strategy, and spotlighting top talent. For brands, it’s a moment to align early and lead within a cultural movement that’s just hitting its stride.
