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.
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Expanding the Fan Base
- Focus on awareness-building marketing to expand reach and welcome new fans.
- Shift from retention-focused strategies to broader messaging for wider appeal.
Engaging the Younger Generation
- Stay current with youth trends and adapt marketing accordingly.
- Leverage existing youth participation in soccer to convert young players into lifelong fans.
Capitalizing on Star Power
- Leverage the star power of players from national teams playing in the league.
- Capitalize on the pipeline of emerging talent as established players retire.