In the summer of 2019, when Julie Haddon was working at the NFL as head of global brand and consumer marketing, she happened to attend the FIFA Women’s World Cup in France—and found it transformative.

“When I got back home, I couldn’t stop thinking about the experience of wanting to build the future of sports for women,” Haddon told Ad Age. “I feel fortunate to have the opportunity to do that now.”

Last fall, Haddon joined the National Women’s Soccer League as its first chief marketing officer.  And today, she and her team are launching a kickoff marketing campaign for the league’s 11th season—a season that promises to be special, as it will overlap with the 2023 Women’s World Cup, taking place this July and August in Australia and New Zealand.

A 60-second kickoff spot leans into the World Cup excitement with the theme “We Play Here”—emphasizing that so many of the sport’s top stars who will compete on the World Cup stage are battling every week in NWSL action. NWSL worked with creative agency The Con.cept on the campaign.

Haddon, who was an owner of the Chicago Red Stars before becoming CMO of the 12-team NWSL, said 25-30% of the league’s players are expected to play internationally this summer in Australia and New Zealand—a spotlight that’s priceless in drawing attention to the domestic league.

“It’s an opportunity to showcase the NWSL against the backdrop of entertainment, culture and sport,” she said. “World Cup years are massive culture moments. Remember the impact of the 1999 Women’s World Cup? We still hear people talk about Brandi Chastain like it was yesterday. Or the most recent World Cup in France in 2019, when the USA won its fourth title? Can you imagine what the next 10 years may bring?”

Creatively, the new campaign—which includes digital and social elements—is meant to capture the “swagger and electricity” of the NWSL, as well as “the world-class competition, the rivalries, the joy, the fans and the energy,” Haddon said.

The 2023 season, kicking off this weekend, comes at a time of growth for the league. It set records in 2022 for attendance, viewership and sponsor growth, and is currently looking to negotiate a new media rights deal—its current deal with CBS expires at the end of the 2023 season. (The entire 176-game schedule this year will be available on CBS platforms, with most games streaming on Paramount+ and six games on CBS itself.)

Haddon said the league is already up 20% in season ticket holders this year and has surpassed last year’s sales for opening weekend, with four more days until kickoff. 

“We know we have one of the most, if not the most, competitive sports leagues in the world. It’s our time to shine,” she said. “That national spotlight is giving more recognition to the beautiful game and the role our women athletes have in that discourse.”

The effort comes as the NWSL tries to move past issues including a coaches abuse scandal that predated Haddon's CMO tenure. “The most important thing is we get to the truth” and corrective action and “systemic reform” need to follow, Haddon said in December, speaking at Ad Age Next: CMO.

As the league grows, Haddon this week said a key focus is embedding NWSL in culture. “It’s my team’s job to continue to amplify our connection to culture across fashion, fitness, parenting, music, entertainment, gaming and the lifestyles of the players,” she said.

Examples include a new deal with EA to feature all NWSL teams in the video game FIFA 23 for the first time; the league’s new Nike uniforms; fashion collabs that clubs such as Angel City and NJ/NY Gotham have pioneered; and an initiative with new multi-year partner Adobe to launch a “creator class” focused on emerging creators and elevating stories from the pioneering women of soccer.

“We are a young league with a big vision on a high-growth track,” Haddon said. “The steps to amplify and grow are already well underway, and we’re just getting started. We couldn’t be more ready for the challenge.”