WSL Football and creative agency Anomaly have revealed a new integrated campaign designed to drive excitement for the start of the 2025/26 season.
English football is hot. After the second successive win, with gold in the UEFA Women’s Euro 2025, the start of the Premier League for women – the boosting WSL – will draw even more attention as it kicks off the weekend of September 5-7. “Watch This” is a celebration of everything that makes the women’s game unique, epic, and unmissable, and wants to draw attention even more to women’s professional football.
The campaign is a call to arms and an invitation to witness the athleticism and power of female athletes, the WSL hopes.
The “Watch This” campaign, which showcases the superstars within the league, dropped just ahead of the new Barclays Women’s Super League (BWSL) and Barclays Women’s Super League 2 (BWSL2) season. The campaign 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 new season of WSL and WSL2 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 percent year-on-year increase in TikTok views, and the league’s Instagram engagements rose by 35 percent.
