NWSL '25 Marketing Campaign: ‘Just Watch’ As We Continue To Build Our League
Tuesday, March 11, 2025 at 02:25PM By Barry Janoff
March 11, 2025: With its 2025 season just days away, the NWSL has unveiled its multi-media campaign, "Just Watch,” as in watch how we can improve on our historic 2024 season.
NWSL begins its 13th year March 14-16, coming off a season that saw records in attendance, viewers, marketing and media coverage.
According to the league, “The new campaign captures the electricity and excitement surrounding the NWSL's unmatched competition, fierce rivalries and rising stars, daring fans to witness the league's unrivaled intensity, passion and star power.”
It will run across media partners including ESPN and CBS, as well as online and social media.
The league said its new media deals — valued in excess of $240 million — give the NWSL four times the exposure it previously had.
In the second year of the four-year domestic media rights agreements, more than 120 matches will be distributed across media partners including CBS, ESPN, ABC, Amazon’s Prime Video, ION and NWSL+.
"How, when and wherever we go will be a work in progress, and something that we're discussing with our board, who, as you can imagine, are very ambitious and aggressive in their growth plans," NWSL commissioner Jessica Berman said during a recent media conference call.
“So we'll continue to analyze what makes the most sense for the NWSL to move forward and likely have more more discussions and news to share sometime in 2025."
Narrated by music artist Latasha, "Just Watch" shows players in action as she narrates.
“Watch us move.Watch us fly. Watch us break. Watch us burn. Watch us rise. Watch us rule. Just you watch.”
Watching NWSL this season includes ABC airing six matches, including three playoff games. ESPN will televise ten games, ESPN2 will broadcast four, and ESPN Deportes will provide live Spanish-language coverage for ten matches.
ESPN+ will stream all 20 matches live in English and Spanish. Disney+ will feature select matches monthly.
New NWSL on ESPN studio host and SportsCenter anchor Kelsey Riggs makes her NWSL debut alongside two-time FIFA World Cup champion Ali Krieger during the 30-minute pregame show March 14 on ABC, ESPN+, and Disney+. The program will preview the 2025 NWSL season and looks ahead with predictions for the season.
Futbol W, the new ESPN studio program for women’s professional soccer launched in July 2024, returns for the 2025 NWSL season. The one-hour program features two-time FIFA World Cup winner and 2023 NWSL Cup champion Ali Krieger, joined by rotating hosts Cristina Alexander and Alexis Nunes.
CBS will air 14 matches, including 11 regular-season games and three playoff matchups, culminating in the NWSL Championship on Nov. 22.
Additional games will be available on CBS Sports Network, Paramount+, and CBS Sports Golazo Network, ensuring fans can follow the action all season long.
NWSL is back on Prime Video for a second season.
ION airs top NWSL match-ups every Saturday throughout the regular season.
NWSL+ is the free streaming home for select NWSL matches, highlights, replays, and exclusive league and club content throughout the 2025 season.
The league expanded from 12 to 14 teams last season with Bay FC and the Utah Royals, as well as one extra home game per team. BOS Nation FC and Denver are joining in 2026 as the15th and 16th franchises.
“We have as a guidepost the other professional leagues, in particular the men’s leagues that are in and around 30 teams, and we see no reason we can’t be that size,” Berman said.
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