WSL Football and creative agency Anomaly today revealed a new integrated campaign designed to drive excitement for the start of the 2025/26 season.
‘Watch This’ is a celebration of everything that makes the women’s game unique, epic and unmissable.
Whether it’s the thrilling competition, the world’s best players on show, a special community of fans and all the drama in between, the campaign is a call to arms and an invitation to witness the athleticism and power of female athletes and a celebration of the culture that surrounds women’s football.
Dropping just ahead of the new Barclays Women’s Super League (BWSL) and Barclays Women’s Super League 2 (BWSL2) season, the ‘Watch This’ campaign showcases the superstars within the league and includes BWSL Player of the year Mariona Caldentey, Hannah Hampton, Lucy Bronze, Jessica Naz, Katrina Gorry, Missy Bo Kearns, Jordan Nobbs, Neve Herron, Josie Green and Lucia Lobata.
The campaign will run across TV, VOD, social media and OOH and the hero film is voiced by legendary football figure Ian Wright, a long-time and passionate supporter of women’s football.
The ‘Watch This’ hero film is available here.
The new season of BWSL and BWSL2 football begins on 5th September and arrives at a pivotal moment, following the Lionesses’ UEFA Women’s EURO 2025 victory this summer. The campaign is designed to capture this national excitement and translate it into unprecedented support for the domestic leagues.
The new season follows a period of immense growth for the leagues, with the BWSL official YouTube channel becoming the second most-watched women’s sports property globally with nearly 40 million views in the 2024/25 season. Furthermore, BWSL clubs saw a 154% year-on-year increase in TikTok views, and the league’s Instagram engagements rose by 35%.
This launch follows the rebrand of the leagues in May, where WSL Football was revealed as the new company name, complete with new emblems and a dynamic visual identity all created by Anomaly. The new identity is now on all kits, balls, and stadiums as part of the roll-out.
Ruth Hooper, Chief Marketing Officer, WSL Football said “Watch This is an integrated campaign that celebrates everything that makes the women’s game unmissable. Whether it’s the competition, the players or the culture, by spotlighting what’s unique and entertaining about the women’s game, we’re inviting fans new and old to discover more, and showing those inspired by the Euros that they can watch their favourite stars every week in the BWSL and BWSL2.”
Clara Mulligan, Head of Design at Anomaly said “Women’s football has grit and grace in equal measure. And ‘Watch This’ captures both. It celebrates the swagger of the players, the passion of the fans, and the surge of a sport that’s leading culture. We want every fan, new and die-hard, to feel part of it.”
With thanks to WSL Football
