Episode Summary: The Marketing Millennials – Episode 321 Title: How to Think Long Term in Marketing with Andrew Larray, Director of Brand Marketing at National Women’s Soccer League Release Date: April 11, 2025

In Episode 321 of The Marketing Millennials, host Daniel Murray engages in an insightful conversation with Andrew Larray, the Director of Brand Marketing at the National Women’s Soccer League (NWSL). The episode delves deep into the strategic approaches behind building a long-term brand in the dynamic world of sports marketing. Andrew shares his experiences, strategies, and the innovative methods employed by NWSL to enhance brand recognition, engage diverse audiences, and foster sustainable growth.

1. Introduction and Background

[00:01] Daniel Murray: Daniel kicks off the episode by introducing Andrew Larray, highlighting his pivotal role in shaping one of the most exciting brands in sports today—the NWSL. He sets the stage for a conversation focused on brand building, strategic partnerships, and engaging storytelling.

[01:32] Andrew Larray: Andrew expresses his enthusiasm for being on the podcast and provides a brief glimpse into his journey, emphasizing his passion for sports and marketing.

2. Defining Brand in the NWSL Context

[02:21] Andrew Larray: Andrew defines brand as the perception others have of the league. He emphasizes the importance of aligning messaging, partnerships, and showcasing athletes to build a cohesive and attractive brand image.

“So it's really trying to develop a perception of the league.”
— Andrew Larray [02:21]

[02:41] Daniel Murray: Daniel probes into the unique challenges of branding a sports league compared to consumer products, recognizing NWSL as both a movement and a product.

3. Building Brand Awareness and Expanding the Fanbase

[02:41] Andrew Larray: Andrew outlines the complexity of marketing a diversified product like soccer, where the "product" ranges from game tickets to merchandise and social media engagement. He notes the challenge of increasing brand recognition beyond the existing, passionate fanbase.

“...closing the gap and to ensure that the most people possible, when they hear the letters NWSL, they immediately know what that means...”
— Andrew Larray [02:21]

4. Targeting Younger Generations: Gen Z and Gen Alpha

[07:39] Andrew Larray: Andrew discusses strategies to engage younger audiences, emphasizing the importance of staying current with trends and leveraging platforms like TikTok and YouTube. He highlights soccer’s broad youth participation as an advantage for cultivating long-term fans.

“...creating a value proposition that's unique for our current fans, but also for new fans is incredibly important.”
— Andrew Larray [02:21]

[09:29] Daniel Murray: Daniel connects this strategy to the broader sports landscape, noting the prominence of the U.S. Women’s National Team in popularizing women’s soccer.

5. Leveraging Star Power and Player Personalities

[14:23] Andrew Larray: Andrew emphasizes the critical role of players in the NWSL’s branding strategy. Players serve as the face of the league, and fostering their individual personalities helps attract and retain fans.

“...the players being out there and being able to show their personality is incredibly important.”
— Andrew Larray [14:23]

[16:18] Daniel Murray: Daniel draws parallels with other sports leagues, highlighting the importance of individual star recognition in enhancing overall brand visibility.

6. Partnerships and Collaborations: Unwell and Alex Cooper

[12:25] Andrew Larray: Andrew elaborates on the strategic partnership with Unwell Hydration and Alex Cooper of the Call Her Daddy podcast. This collaboration aims to intersect with new audiences, leveraging Alex Cooper’s massive following to spark curiosity and engagement with the NWSL.

“...that sparks a bit of curiosity in them... That’s what we want.”
— Andrew Larray [12:25]

[13:55] Daniel Murray: Daniel highlights the innovative nature of such partnerships, appreciating how they blend different audience bases to mutual benefit.

7. Content Strategy and Live Content Coordinators

[16:32] Andrew Larray: Andrew introduces the Live Content Coordinators (LCC) program, where dedicated individuals collect unique content at every match using Google Pixel. This content is then provided to players for sharing on their social platforms, enhancing both individual and league visibility.

“We have a program which we call our Live Content Coordinators, our LCC program.”
— Andrew Larray [16:32]

[19:26] Andrew Larray: He further explains how the amassed content library supports the league’s social media efforts, allowing for a steady stream of authentic and high-quality posts that engage diverse audiences.

8. Comparing NWSL as a Challenger League vs. Established Leagues

[21:26] Daniel Murray: Daniel invites a comparison between the NWSL and long-established leagues like MLB, questioning the unique challenges and freedoms NWSL faces as a growing entity.

[21:43] Andrew Larray: Andrew reflects on his transition from MLB to NWSL, appreciating the opportunity to craft and reinvent the league’s identity. He identifies NWSL as a “challenger brand” willing to take bold risks to rapidly build its fanbase.

“We’ve sort of given ourselves as a challenger brand. Somebody or a group of people who want to make noise...”
— Andrew Larray [21:44]

9. Strategic Planning for Events like Championship Matches

[27:18] Andrew Larray: Andrew describes the comprehensive marketing efforts surrounding the championship match, including media events, skill challenges, and fan fests. He emphasizes storytelling in creative campaigns to highlight milestones like the opening of the first purpose-built stadium for women's professional sports.

“We have... a menu of people at every single match collecting this content.”
— Andrew Larray [27:18]

[30:16] Daniel Murray: Daniel underscores the importance of storytelling and event activation in building brand momentum, particularly in the post-pandemic era.

10. The Importance of Storytelling in Brand Building

[30:16] Daniel Murray: Daniel reiterates the critical role of storytelling in marketing, especially in sports, where narratives around cities, locations, and events can significantly enhance brand engagement.

[31:08] Andrew Larray: Andrew passionately advocates for patience in brand building, stressing that developing a strong brand presence is a gradual process that requires consistent storytelling and strategic planning.

“Brands aren't built overnight. And you can't make people perceive your brand one way or another.”
— Andrew Larray [31:08]

11. Final Thoughts and Key Takeaways

[33:19] Daniel Murray: Daniel connects Andrew’s insights to broader marketing principles, emphasizing that brand development is integral to performance marketing and long-term success.

[34:17] Andrew Larray: In closing, Andrew shares his personal sports affiliations and encourages listeners to engage with the NWSL across various platforms.

Key Quotes with Timestamps:

• Andrew Larray [02:21]: “So it's really trying to develop a perception of the league.”
• Andrew Larray [12:25]: “That sparks a bit of curiosity in them... That’s what we want.”
• Andrew Larray [14:23]: “The players being out there and being able to show their personality is incredibly important.”
• Andrew Larray [21:44]: “We’ve sort of given ourselves as a challenger brand. Somebody or a group of people who want to make noise...”
• Andrew Larray [31:08]: “Brands aren't built overnight. And you can't make people perceive your brand one way or another.”

Conclusion

Episode 321 of The Marketing Millennials provides a comprehensive look into the strategic depth behind branding in the NWSL. Andrew Larray articulates the multifaceted approach required to build and sustain a sports league's brand, emphasizing long-term vision, strategic partnerships, leveraging player personalities, and the indispensable role of storytelling. His insights offer valuable lessons for marketers aiming to cultivate strong, enduring brands in competitive and evolving landscapes.

Connect with NWSL and Andrew Larray:

• LinkedIn: Andrew Larray
• NWSL Official Website: National Women’s Soccer League
• Follow NWSL on Social Media:
  • Instagram: @nwslsoccer
  • Twitter: @NWSL

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• The Marketing Millennials Community: Engage with fellow marketers and access more insights by subscribing to the podcast on Apple Podcasts, Spotify, YouTube, or your preferred platform.