Ladies’s Soccer Tells Followers to ‘Hold Up’ in New Advert


The NWSL is again, and it desires followers to understand it.

Forward of this weekend’s season kickoff, the Nationwide Ladies’s Soccer League unveiled the newest iteration of its “We Play Right here” sports activities advertising marketing campaign with the brand new 60-second spot,“Hold Up.”

From company Cartwright, “Hold Up” debuts right now on paid TV, digital and social properties, the league’s new direct-to-consumer property and inside membership stadiums as soon as play begins.

“Run with us. We management the tempo. From kickoff to equalizers, the ninetieth minute, PK after PK. The following era begins right here. World champions play right here, so run with us,” says Kansas Metropolis Present midfielder Lo’eau LaBonta in a voiceover. “We’re solely getting greater. All you need to do is sustain.”

“It captures a lot of the magic and the storytelling of this league, and the gamers and the athletes that bought us to the place we’re,” Julie Haddon, chief advertising and business officer of the NWSL, advised ADWEEK. “It’s a complete play on tales.”

The spot makes use of storybook motifs that spotlight stars and main moments throughout the league and its 14 groups.

“We stitched all these moments from final season to inform this greater story of the league, reminding those who a few of the best on the earth play on this league,” Mariya Munsey, senior artwork director at Cartwright, advised ADWEEK. “As we had been concepting and developing with this concept for kickoff, we simply wished to match the vitality that the league brings and its followers deliver. We felt like ‘Hold Up’ rises to that vitality and invitations present and future followers to do the identical.”

The inventive builds on 2023’s inaugural advertising marketing campaign that launched forward of the final World Cup, emphasizing that one of the best gamers on the earth play proper right here within the U.S.

“From a manufacturing high quality, we wished to uplevel the work and the inventive,” Haddon mentioned. “After I take into consideration the trailblazing momentum of our league and the standard of the business work that our companions are starting to flood the market with, the entire idea is ‘Hold Up.’ Our message in ’24 is supposed to encapsulate the trajectory and the expansion of our audiences, partnerships, league, and invite present and future followers in and hop on this wave that’s ladies’s soccer in America.”


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