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Budweiser Calls on Brands to Join Them Supporting Women’s Football

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Megan Rapinoe stars in campaign by VaynerMedia as the NWSL sponsors want to keep the support for women’s soccer going beyond the World Cup

Budweiser Calls on Brands to Join Them Supporting Women’s Football
This summer, women’s football saw a massive boost in popularity thanks to the World Cup tournament in France. In the US – not traditionally known as a soccer-loving nation – the winning team, led by Megan Rapinoe, became stars.
But the key to growing women’s football lies in building consistent support during the regular season of competition. To achieve that needs viewers and money. That’s why Budweiser, sponsors of the NWSL (National Women’s Soccer League), is encouraging other brands to join in their support.

 “When the USWNT returned from France, the next step was making sure fans continued to support women’s soccer on a year-round basis. And they answered our rally cry by supporting the NWSL with both record attendance and viewership this year,” said Monica Rustgi, Vice President of Marketing for Budweiser. “Now, with the “Future Official Sponsor” campaign, we turn to other brands and encourage them to support the league like passionate fans.” 

To launch and drive awareness, a new short film - “It’s Worth Watching” - will air during Sunday’s matchup on ESPN.  The spot, featuring a voice-over by NWSL star Megan Rapinoe, is directed to brands, calling on them to become official sponsors because “the more support the league gets, the more the world will watch. The more the world watches, the closer we get to an equal playing field.”

The campaign has been devised and produced by VaynerMedia, and builds on this summer’s #WontStopWatching movement. The objective of that was to raise the volume on the league and its players during the regular season and not just high profile competition moments like the World Cup. 

This time, Budweiser are building on growing enthusiasm and passion among supporters to show brands that the sport is worth investing in.

In order to push uncertain CMOs over the edge, they’ve built incentives into the campaign. “Future Official” campaign gives fans the power to pre-order future official products of the NWSL even before a sponsor signs on. The Future Official e-commerce site and print, online and video ads starring Megan Rapinoe will facilitate pre-ordering of “Future Official” products from a wide range of available sponsor categories.

The whole initiative, which sees the NWSL and Anheuser-Busch’s sports marketing team collaborate to leverage their combined connections, expertise and reach to encourage other brands to get on board, is being touted by the brand as ‘unprecedented’.

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Client: Budweiser

U.S. Chief Marketing Officer: Marcel Marcondes

Group Vice President, Core & Value: Ricardo Marques

Vice President, Marketing: Monica Rustgi

Senior Brand Director: Madison Pietrowski

Head of US Sports Marketing, Nick Kelly

Director, Budweiser Sports: Joseph Barnes

Director, Budweiser Sports: Matt Davis

Associate, Budweiser Sports: Hannah Sorkin

Senior Director, Marketing Communications: Matt Kohan

Director, Marketing Communications: Eddie Moye

Senior Brand Manager, Marni Hamberg
Senior Media Manager, Scott Decker

Senior Associate Brand Manager: George Li

Agency: VaynerMedia, New York

Group Creative Director: Adam Lock

Chief Production Officer: Aaron Kovan

Creative Director: Todd Bradley

Creative Director: Harrison Barron

Associate Creative Director: Rami Levi

Art Director: Brittany Newman

Agency Editor: Cristina O’Connell

EVP: Nick Miaritis

VP, Group Account Director: Joe Leotta

Account Director: Lindsay Faulkner

Account Executive: Donald Spampinato

Agency Producer: Joey Joseph

Agency Producer: Katherine Penland

Agency Producer: Lauren Dinsdale

Executive Producer, VaynerSmart: Margaux Ravis

UX/ UI Designer: Xuedi Chen

Sports Marketing: Endeavor

Account Executive: Ben Harwick

Senior Account Manager: Charles de Cabrol

Post Production: VaynerProductions

Editor: Flora Guillon

Assistant Editor: Ananda Ferrari Ossanai

Assistant Editor: Haley Insley

Executive Post Producer: Laura Shea

Post Producer: Russell Greene

Audio: Eric Brown

Colorist: Oliver Eid

Music: JSM Music

Categories: Beers, Alcoholic Beverages

VaynerMedia, Fri, 25 Oct 2019 15:01:56 GMT