USWNT legend Mia Hamm stars in AT&T spots about soccer fandoms

Soccer fans are committed to the sport in a myriad of ways in AT&T’s new soccer-themed ads, which debuted ahead of the U.S. Women’s National Team’s game against Iceland last Thursday. “Soccer Fans Club,” created by agencies Dieste, Critical Mass and BBDO, details how fans stay connected to soccer whether they’re fans of Major League Soccer, U.S. Soccer, the Mexican National Team or their local youth team, including through late-night and early-morning games, celebrating wins and wearing soccer attire just for the fashion. Mia Hamm, two-time Olympic gold medalist and two-time FIFA Women’s World Cup champion as a USWNT okayers, makes a cameo in the spots, as a soccer mom who knows more than the coach. The ads come as AT&T continues its long-time sponsorship of U.S. Soccer, MLS and the Mexican National Team—and the USWNT is closing out its year with a few last matches. “Soccer is not just a game; it’s a global unifier, weaving together cultures and communities through a shared love of the sport. We’re all about connecting fans and communities to greater possibility through innovative technology, inspirational storytelling, and best-in-class experiences,” said Alex Gross, marketing communications lead at AT&T, in a statement. “This campaign engages everyone with the sport, from long-time devoted fans to parents cheering for the game’s youngest players. Soccer fans are known for their passion and strong sense of community and are our biggest source of inspiration.” AT&T is running ads in both English and Spanish. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

USWNT legend Mia Hamm stars in AT&T spots about soccer fandoms

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