The Marketing Millennials
321 - How to Think Long Term in Marketing with Andrew LeRay, Director of Brand Marketing at National Women’s Soccer League
Apr 11, 2025
Andrew LeRay, Director of Brand Marketing at the National Women's Soccer League (NWSL), discusses the surge in interest for women's sports. He emphasizes the importance of brand awareness and strategic messaging to attract new fans. LeRay shares insights on leveraging the popularity of national team players and the significance of innovative partnerships, like with 'Unwell'. He also highlights how player personalities engage audiences, creating a path for long-term loyalty to both the league and its athletes.
35:23
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Quick takeaways
- The NWSL focuses on brand awareness and education to attract new fans, especially emphasizing its visibility among younger audiences.
- Capitalizing on the star power of well-known athletes helps the NWSL engage new viewers and maintain relevance in marketing efforts.
Deep dives
Building Brand Perception
Brand perception is defined by how an organization wants to be viewed externally, which involves carefully crafted messaging and partnerships that align with that vision. The growth of the National Women's Soccer League (NWSL) is driven by a clear intention to create a recognizable identity among fans. This includes showcasing the league's athletes, messaging clarity, and strategic partnerships that resonate with the target audience. Ultimately, it is crucial for the NWSL to close the gap in recognition, ensuring that the meaning of 'NWSL' is well known and appreciated by a broader public.
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