Saturday Scroll: The Cup runneth over
From The GIST (hi@thegistsports.com)
Hey, soccer fan!
The FIFA men’s World Cup (WC) is dominating our feeds — from the matches themselves to the fan celebrations beyond the stadiums. It’s a rare and special moment when soccer is the mainstream sport in North America, one American soccer (specifically, the NWSL) wants to sustain after the crowds head home.
- In May, the women’s soccer league announced its Summer of Soccer initiative to capitalize on WC fervor. In June, we spoke to NWSL CMO Rachel Epstein about why the league has “locked arms” with FIFA and how the tourney can be an entry point for sustained footy fandom. Let’s kick it.
⚽ Summer of (soccer) love
Soccer fandom in the U.S. has historically lagged that of other sports, but passion for the game is growing rapidly, especially for those from diverse backgrounds. North America hosting the WC is expected to give that growth an enormous boost…even though many Americans can’t afford to attend a match in-person.
- For fans who are finding a new, deeper love of the sport (or are nurturing a first-time interest) but want to engage more than just watching from home, the NWSL is ready to meet them.
The centerpiece of the league’s Summer of Soccer marketing push? The NWSL is taking its show on the road, running a bus tour of World Cup–related activations across eight markets, including four WC host cities. Stops will feature “live creator coverage, fan activations, community events, [and] behind-the-scenes storytelling,” aligning with major moments on the NWSL calendar and FIFA fan events.
The Summer of Soccer Road Trip kicked off last night in Columbus, OH, with the Challenge Cup, the finale of the NWSL’s in-season tournament. It’ll also head to official FIFA Fan Festivals in Kansas City and LA, a WC watch party in Portland, NWSL matches in Denver, San Diego, and Seattle, and a final stop in NYC for Fanatics Fest, the Queens Classic on July 15th, and the WC final on July 19th.
- The Road Trip allows the NWSL to remain in the soccer fandom zeitgeist despite its five-week break in regular-season competition. It also coincides with the NWSL calendar’s restart in early July.
Individual clubs are also independently engaging with the WC beyond the Summer of Soccer initiative. The Houston Dash opened up Dash House (its version of an Olympic House) for local fans. Orlando’s MLS and NWSL teams are hosting a fan festival at Pointe Orlando sponsored by Verizon. And Seattle’s MLS and NWSL teams built a barge on the water with massive screens and a mini pitch, all sponsored by Lenovo.
TOGETHER WITH FanDuel
💥 Let there be goals
⚽️ You know what time it is. Whether you’re a diehard soccer fan or getting into the spirit, chances are you’ve got a few dates with a TV lined up to catch the Summer of Soccer. To help you follow along, FanDuel is making it easy to get the lowdown on every competing country's stats, stars, and strengths.
Here’s your guide to getting the most out of match day:
- 1️⃣ Rally the group chat for our Summer of Soccer takeover. The GIST is hosting community watch parties across the country, and you’re invited.
- 2️⃣Download the FanDuel Sportsbook app and turn match day into a team sport. Not only are they the easiest sportsbook for beginners, but new customers get $350 in Bonus Bets – guaranteed when you bet $5 for 7 days.
- 3️⃣ Let there be goals. Learn the ropes with the World Soccer 101 betting basics.
🏆 When the Cup runneth over
Epstein says the WC “introduces a whole new set of fans to the sport,” and those new supporters need a place to channel their energy once the tournament ends. “They get swept up” in these global moments, and there’s an especially unique lift for fans living in a host country, something we saw for the Paris 2024 Olympics and the 2023 FIFA Women’s World Cup (WWC).
The NWSL wants those fans to “see the league as this natural next destination for their current or newfound soccer fandom,” Epstein said. “That's the goal of inserting ourselves in the conversation with content in experiential sort of fan engagement.”
- It’s a huge opportunity, but the NWSL needs the right “messaging” to connect this men’s soccer moment to long-term women’s soccer fandom. “If you love the World Cup, you just fell in love with world-class soccer. We are the next stop. Through content and through smart marketing, we want to drive that conversion.”
- And there’s more opportunity for fan conversion just around the corner: The 2027 WWC kicks off next June. Epstein wants to connect “club and country” in the minds of soccer fans, because when they’re rooting for the USWNT, they’re also rooting for many NWSL players.
👋 Howdy, partner
It’s not just sports leagues cashing in on soccer’s momentum. Existing NWSL partners are deepening their sponsorships through Summer of Soccer activations.
- 💊 Tylenol just launched a new campaign through the Summer of Soccer that’s driven by athlete storytelling and also spotlights fan stories.
- ❄️ Yeti and Tylenol are co-sponsors of the tour.
- 💄 E.l.f. showed out at the first stop in Columbus and will activate around the last stop in NYC.
E.l.f. cited a compelling stat that illustrates the value of being associated with IRL fan events — 55% of U.S. adults see them as a “key expression of fandom,” which also affirms recent Booking.com data.
- Like Epstein, brands see this as a unique opportunity to not only meet new soccer fans, but to begin telling stories about NWSL players and connecting them to the bigger picture. Because if you love soccer, you’re going to love seeing the beautiful game grow.
🏟️ It’s your last chance to get some skin in the World Soccer game. Whether you’re a certified ball-knower or just in it for the good vibes, our free-to-enter World Soccer Bracket Challenge is for everyone — no expertise required.
🤑 What's at stake:
- 🥇 First place takes home $1,000.
- 🥈 Second place wins $500. That’s a lot of gameday snacks.
- 🥉 Third place wins $250. Golazos on golazos.
Entries close tomorrow at 2 p.m. ET, so get your picks in now!
On that note...
☀️ Timing is key: The league is currently on a break because WC teams are borrowing several MLS and NWSL stadiums to play their matches, such as Seattle’s Lumen Field and Boston’s Gillette Stadium. Sharing is caring.
☕ The NWSL loves being home to “Triple Espresso,” but it’s also focused on spotlighting rising stars like the Portland Thorns’ Olivia Moultrie. Epstein hopes that telling player stories in the lead-up to next year’s WWC will nurture connectivity through the tournament and beyond — and these players are also adding to the story themselves.
🌎 It also wants to shine a light on the game’s growing impact globally. Epstein said the NWSL’s imperative is “audience-building,” and so the league is paying attention to increased “traction across international stars.” She said it’s an “equal priority to think in a more global way,” and that also means considering diverse audiences in the US, like the surging fandom among Hispanic Americans.
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