A few years ago, if you brought up women’s soccer in the U.S., most people thought of national team stars and Olympic glory. But now? People are showing up for club games, tuning in to livestreams, tagging players on TikTok, and buying season passes to follow their favorite National Women’s Soccer League (NWSL) teams. It’s not just hype—it’s a smart strategy. This is the story of how a rising league leaned into who they are, embraced what made them different, and turned bold marketing choices into tangible momentum.
The NWSL is now one of the fastest-growing leagues in the country. Attendance records are being shattered. Viewership has multiplied. Social media growth? Triple-digit percentages. And behind all that success is something simple: they stopped trying to follow the big-league blueprint and started writing their own playbook.
At the core of their rise is a deep understanding of what non traditional marketing really means—not just being trendy, but being intentional, different, and real.
Playing to their strengths, not someone else’s
In most pro leagues, marketing still leans on broadcast deals and big sponsorships. The NWSL, of course, does that too—CBS Sports and Prime Video are now official partners. But they’ve gone further. The league knew it wasn’t just about where the games aired. It was about how they connected with fans—especially younger ones who don’t watch TV the way past generations did.
So, what did they do? They met fans where they are. Social media became their playground. Over the past year alone, the league’s social media following jumped over 100%, and engagement increased by more than half. That’s not a small win—it’s a reflection of marketing that resonates.
And here’s the thing: they didn’t need flashy gimmicks. They needed community, authenticity, and platforms that allowed their athletes to show up as themselves. That’s what made the difference. It’s contemporary marketing in action—meeting audiences in places the traditional playbook would’ve ignored.
Brands are buying into the mission
This approach isn’t just attracting fans—it’s attracting brands, and not just the typical sports sponsors. Think beyond energy drinks and athletic wear. The NWSL partnered with a clean beauty brand. A mom-founded nutrition company. A podcast host–turned–beverage entrepreneur who created a fan club around her product, built entirely with the energy of the league in mind.
These partnerships work because they’re based on shared values: empowerment, inclusivity, and fresh perspectives. Traditional marketing tends to focus on reach and volume. But non traditional marketing finds alignment—brands that don’t just want exposure, but want to be part of a movement. That’s exactly what the NWSL is becoming.
And here’s what’s exciting for marketers and entrepreneurs paying attention: the NWSL didn’t wait until they were the biggest to act like they mattered. They created bold, campaign-driven moments like their “Just Watch” initiative, which combined a vibrant digital push with out-of-home spots in places like Times Square. They didn’t ask for permission—they just showed up, with style.
Creating content that fans actually want
One of the smartest moves the league made was recognizing that the future of sports content isn’t just in full-game replays—it’s in short-form, behind-the-scenes, personality-driven storytelling. So they didn’t just sign a deal with a TV network—they signed a content partnership with Overtime, a Gen Z–focused media brand with over 100 million followers.
That deal allows fans to see what happens off the field, during training, in locker rooms, and in everyday life. It lets the league’s players show up as creators, not just athletes. And in a time when people follow personalities before they follow teams, that’s huge.
This is another key example of contemporary marketing—not just delivering content, but rethinking what “content” even means in today’s digital landscape.
The lesson for brands and entrepreneurs
So, what can other brands learn from all of this?
First, don’t be afraid to lead with who you are. The NWSL didn’t try to mirror the NFL or the NBA. They embraced being the underdog, the new voice, the challenger brand—and people responded to that. If you’re building something new, you don’t need to follow a blueprint made for someone else. Create your own category.
Second, build partnerships that reflect your mission. Brands aren’t just looking to advertise anymore—they want to connect with communities that care. The right partner isn’t always the biggest one. It’s the one who shares your values and amplifies your story.
Finally, never underestimate the power of your audience’s world. The NWSL didn’t drag people back to traditional platforms—they embedded themselves in where their audience already lives: TikTok, Twitch, Instagram, and now, custom content streams on Roku. That’s what non traditional marketing is about—shifting your strategy to meet culture in motion, not waiting for it to catch up.
Rewriting the rules, one play at a time
The rise of the NWSL isn’t a fluke. It’s the result of intentional, values-driven decisions and a good marketing strategy. It’s a story of a league that bet on being bold and built a marketing engine that runs on authenticity, cultural awareness, and a refusal to play it safe.
And for any brand or founder wondering if it’s too soon, too small, or too different to make noise in a crowded space—look at what’s happening in women’s soccer. Not because they followed a playbook, but because they created their own.
Now that’s non-traditional marketing at its best.
FAQ’s
1. What makes non traditional marketing work so well today?
It connects with real people in real spaces—like social, not just billboards.
2. How do you know if your marketing is non traditional?
If it feels fresh, community-driven, or culture-first—you’re probably on the right track.
3. Do you need a huge budget to try non traditional marketing?
Nope. It’s more about creativity and bold thinking than big spending.