The National Women’s Soccer League has unveiled a new iteration of its “We Play Here” marketing campaign to kick off the 2024 season on Saturday March 16.   

The new effort, from agency Cartwright, adds the call to action encouraging fans to “Keep Up!”  

The campaign is designed to amplify the “one-of-a-kind athleticism, competition, and emotion of professional women’s soccer,” according to the league. It’s also intended to capture the momentum of the league’s 12th year with four new broadcast deals, two new teams, and the unveiling of the first-ever stadium built specifically for women’s professional soccer.  

“The NWSL is unmissable entertainment that now spans across 14 club markets, with more broadcast reach than ever before and some of the top brands in the world as our league partners,” said Julie Haddon, Chief Marketing and Commercial Officer. “We are growing at incredible speed with our dynamic fanbase and expansion – so it only made sense to kickstart the 2024 season with that same energy to run with us.”  

The campaign’s new spot is narrated by Kansas City Current midfielder Lo’eau LaBonta who will take the field alongside her teammates on Saturday in the opening of CPKC Stadium, the first purpose-built stadium for a women’s professional sports team.  

The campaign runs across TV, digital, social, and paid channels.  

The 2024 season marks the beginning of the league’s landmark four-year domestic media rights agreements with CBS Sports, ESPN, Prime Video and Scripps Sports that will see 121 matches featured on national platforms throughout the season.