With experience spanning the NFL, Twitter, DreamWorks Animation, and Zynga, Julie brings a unique blend of storytelling, innovation, and strategic brand-building to the NWSL. She oversaw sponsorships, content, brand, and fan engagement, and spearheaded the league’s mission to grow fandom and revenue while spotlighting the athletes at its core. Listen to Julie Haddon on The Speed of Culture podcast to uncover how the NWSL is redefining women’s sports through creativity, community, and culture-forward brand strategy. Key takeaways: [03:15] Culture x Competition: Why Fans Watch the NWSL — Julie describes how the NWSL merges high-level competition with cultural relevance. With players who are also creators, activists, and influencers, the league is a gateway for fans who care as much about personality as performance. For brands, tapping into this duality means connecting with audiences on and off the field. [06:24] Cultural Relevance Means More Than Sports Content — Julie highlights the NWSL’s creative approach to social content, such as aligning player kits with Met Gala fashion moments. With tentpole launches and editorial storytelling, the league inserts itself into broader conversations, making its content more discoverable and emotionally resonant. Brands can learn to activate beyond traditional moments. [08:38] The Power of Platform Partners like Overtime — By partnering with Overtime, the NWSL extends its reach to younger, digitally native audiences. Julie shares how these platforms distribute highlights, behind-the-scenes footage, and compelling moments like Marta’s game-winning goal—fueling the “why to watch.” Smart partnerships can unlock new fans and deeper engagement. [15:54] Brand Partnerships That Break the Mold — Julie explained how the NWSL co-creates partnerships that reflect shared values, not just visibility. From Glow for Glory with e.l.f. Beauty, which offers open tryouts to aspiring players, to Bobby’s support for athlete moms, these programs go beyond sports. For brands, the takeaway is this: purpose-driven collaborations are more powerful than traditional sponsorships when they tap into community and culture. [25:39] The 2026 World Cup Will Be a Catalyst for the NWSL — The upcoming World Cup as a tipping point for soccer in the U.S.—and a major growth accelerator for the NWSL. With global momentum and fan interest surging, the league is focused on expanding its reach, innovating its content strategy, and spotlighting top talent. For brands, it’s a moment to align early and lead within a cultural movement that’s just hitting its stride.