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Campaign highlights the club’s world-class athletic prowess and professionalism
Washington, D.C. (08/16/2023) – The Washington Spirit launched the club’s first extensive marketing campaign this month across the greater Washington, DC metropolitan area, the club announced today. Titled ‘That’s The Spirit,’ the campaign features the club’s world class players with tongue-in-cheek messaging alluding to DC culture.
“That’s The Spirit” will be hard to miss. It features out of home (OOH), television and radio advertisements in addition to digital, social media, in-stadium promotion, and merchandise. The investment further exemplifies owner Michele Kang’s commitment to revolutionize women’s sports and is another step in her vision to build the most preeminent sports organization in the world.
“We are building a high-performance culture of winning on and off the pitch for our players, our fans, our staff and our community,” said Theresa McDonnell, Spirit Vice President of Marketing and Communications. “We want everyone to come experience amazing soccer, entertainment and joy at Audi Field.”
Spirit players will greet commuters throughout the metro area taking over major transit hubs on billboards, buses, bikeshares, and more. Featuring DC-centric phrases such as “Land of the Free, Home of the Saves” alongside an image of Aubrey Kingsbury making a stellar stop in a match at Audi Field and “World Leaders” accompanying a shot of Trinity Rodman and Ashley Sanchez shaking hands over another spectacular goal. “That’s The Spirit” seeks to further connect the club to its hometown.
“The campaign imagery prominently and intentionally features our players in action celebrating their strength and abilities on the field,” said Meg Patten, the Spirit’s Head of Brand. “We are proud to showcase these athletes in a massive way around the DC Metro area.”
‘That’s The Spirit’ television advertisements are running on Fox 5 DC and NBC Sports Washington. There are two commercials in the rotation highlighting the team’s incredible athleticism, impressive technical skills, and their winning mentality. The first is narrated by area native and former Spirit and U.S. Women’s National Team (USWNT) player Joanna Lohman. The second was recorded by a local six-year-old super fan proudly proclaiming, “There’s no team like my team.”
“We are game changers. Female owners. Global leaders. And ceiling breakers.” says Lohman, who is currently the only Spirit player to have their jersey number retired. “We are DC’s professional women’s soccer team. With scores to settle, statements to make and boundaries to push, this is bigger than our game.”
Creative agencies Exactly and Victory Creative Group played roles in Spirit’s first extensive brand campaign. Full details on the “That’s The Spirit” campaign can be found available here.
About The Washington Spirit
The Washington Spirit is the professional women’s soccer team based at Audi Field in Washington, D.C. Launched in 2012, the Spirit plays in the National Women’s Soccer League, the premier women’s soccer competition in North America. For more information about the Spirit, visit WashingtonSpirit.com and follow the club on Twitter, Instagram, and Facebook.
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