321 - How to Think Long Term in Marketing with Andrew LeRay, Director of Brand Marketing at National Women’s Soccer League | The Marketing Millennials

This episode explores the branding strategies of the National Women's Soccer League (NWSL), focusing on its efforts to expand its fan base and enhance brand recognition. Against the backdrop of a rapidly evolving sports media landscape, Director of Brand Marketing Andrew LeRay discusses the league's approach to attracting younger demographics, particularly Gen Z and Gen Alpha. More significantly, the conversation delves into the NWSL's innovative partnership with Alex Cooper and her Unwell drink brand, highlighting how such collaborations broaden the league's reach beyond its core audience. For instance, the partnership with Unwell is presented as a successful example of attracting new fans through unexpected collaborations. The discussion also emphasizes the importance of leveraging player personalities and providing them with tools and resources to build their individual brands, thereby organically boosting the league's visibility. In conclusion, the episode underscores the long-term vision of building a lasting legacy brand, balancing short-term marketing goals with a focus on sustainable growth and lasting fan engagement, which is crucial for the NWSL's continued success.

Outlines

Sign in to continue reading, translating and more.

Continue

321 - How to Think Long Term in Marketing with Andrew LeRay, Director of Brand Marketing at National Women’s Soccer League

The Marketing Millennials

Introduction to The Marketing Millennials Podcast and Andrew LeRay

Defining Brand and the NWSL's Brand Challenges

NWSL's Brand Playbook and Targeting Younger Generations

Leveraging Star Power and the US Women's National Team

The NWSL's Partnership with Unwell and the Importance of Player Personalities

Tools and Strategies for Empowering Player Personalities

Comparing NWSL Brand Building to Established Leagues and Long-Term Vision

Balancing Short-Term Goals with Long-Term Brand Building and Marketing Strategies for Championship Matches

Conclusion and Call to Action

321 - How to Think Long Term in Marketing with Andrew LeRay, Director of Brand Marketing at National Women’s Soccer League

The Marketing Millennials

00:01Introduction to The Marketing Millennials Podcast and Andrew LeRay

Introduction to The Marketing Millennials Podcast and Andrew LeRay

01:26Defining Brand and the NWSL's Brand Challenges

Defining Brand and the NWSL's Brand Challenges

04:51NWSL's Brand Playbook and Targeting Younger Generations

NWSL's Brand Playbook and Targeting Younger Generations

09:30Leveraging Star Power and the US Women's National Team

Leveraging Star Power and the US Women's National Team

12:26The NWSL's Partnership with Unwell and the Importance of Player Personalities

The NWSL's Partnership with Unwell and the Importance of Player Personalities

16:18Tools and Strategies for Empowering Player Personalities

Tools and Strategies for Empowering Player Personalities

21:14Comparing NWSL Brand Building to Established Leagues and Long-Term Vision

Comparing NWSL Brand Building to Established Leagues and Long-Term Vision

24:23Balancing Short-Term Goals with Long-Term Brand Building and Marketing Strategies for Championship Matches

Balancing Short-Term Goals with Long-Term Brand Building and Marketing Strategies for Championship Matches

34:05Conclusion and Call to Action

Conclusion and Call to Action