National Women’s Soccer League 2024 Championship

The National Women’s Soccer League (NWSL) is a 14-team women’s professional soccer league featuring national team players from around the world. The league hosted its 12th NWSL championship in Kansas City, KS and hired SGS to lead and implement their paid media strategy and buys.

1.1mil

Tuned-in at peak viewership, exceeding goal

Services

Paid Media, Marketing Strategy

THE CHALLENGE

The NWSL had never run paid media promoting the championship game outside of the host city. Their priority was to promote ticket sales in the San Diego market, and television tune-ins across the country.

THE SOLUTION

With a modest budget, SGS developed a multi-market, multi-media marketing campaign and partnered with the NWSL to help guide the campaign creative.

We launched an NWSL takeover of Kansas City with a strategic blend of OOH advertising, including airports, billboards, transit shelters and street-level digital kiosks leading up to the championship game that we paired with OOH placements in the championship teams’ metro areas (Orlando and Washington DC) and New York City, where we saw high viewership numbers in the regular season.

OOH was complemented by targeted digital placements, which included programmatic display and CTV, Meta, TikTok, Google search and YouTube. SGS also boosted influencer content and worked with NWSL partners to reach a broader audience.

THE IMPACT

The 2024 NWSL championship was the most viewed match in NWSL history with an average 967.9k viewers, with peak championship viewership at 1.1 million viewers.