Meet Seven Women Who Help Propel ESPN’s Coverage of the 2024 NWSL Season
Many ESPN women working behind the scenes see Saturday's Kansas City Current-Portland Thorns FC season-opening match (12:30 p.m. ET on ABC and ESPN platforms) as a watershed moment for several reasons.. Their shared passion for women's soccer underscores the match's significance
(Photos courtesy of people depicted; Illustration: Rich Arden/ESPN)
ESPN, a pioneer in women’s sports coverage, doubles down on elevating the profile of women’s soccer in the U.S. and championing diversity and inclusivity in sports programming by launching the 12th season of the NWSL, the premier women’s professional soccer league in the United States on its platforms this Saturday in English and Spanish.
In front of the camera, from CPKC Stadium in Kansas City, marking the inaugural match at the first-ever purpose-built stadium for a women’s professional sports team, commentators Jenn Hildreth (play-by-play) and analyst Lianne Sanderson – former England Women’s National Team forward making her ESPN debut in Kansas City – will call the match in English. Cristina Alexander (play-by-play) and analyst Alex Pareja will provide Spanish-language commentary.
Behind the camera, many women play critical roles in the launch of the NWSL ESPN platforms. To learn more about these dynamic women, Front Row asked them about their proudest moments working on a preeminent soccer property across production, brand solutions, marketing, and programming.
Amber Gardner,
Sr. Manager, Sports Brand Solutions
In my seven years in soccer sales marketing, I’ve never witnessed such an unprecedented surge in marketplace demand for a property as I have with NWSL. ESPN is doubling down on its commitment to elevating the women’s game, and clients are enthusiastically responding with ad dollars to support our initiatives and be a driving force in shaping the future of sports marketing. Since the announcement of our historic NWSL rights deal in November, we’ve successfully secured marquee multi-year partnerships with two NWSL official sponsors, and this sales momentum is only gaining speed. In addition to the extraordinary spike in advertiser demand, the collaboration between Disney Advertising and ESPN/ESPN Deportes content, marketing, and ops teams is nothing short of remarkable. It’s incredibly rewarding to see all the hard work and dedication manifest into a full-fledged production that delivers for both our brands and our fans.
Carolina Atwood,
Director, Programming & Acquisitions, ESPN International
I manage our soccer and women’s programming portfolio for ESPN platforms outside of the United States, and when I was made aware that we were considering the NWSL rights for ESPN in the U.S., I immediately voiced my desire to retain international rights, which we managed to do. ESPN’s NWSL rights extend into Latin America, and many players from Latin America play in the NWSL, so this partnership allows us to bring to our screens in the region not only global stars but also locally relevant stories. Soccer is the most followed and beloved sport in Latin America, but we still face many barriers in the women’s game. With this NWSL season and beyond, I’m hopeful that ESPN will help change that narrative and elevate the women’s game by telling inspiring stories and showcasing the great on-field competition and talent while serving sports fans at the same time.
Cheryl DiCarlo,
Dir Grande & Leonard Creative
World-class soccer belongs on ESPN. We have unmatched passion and commitment to amplifying women’s sports like we show our WNBA and Women’s NCAA platforms. There’s no better place to rally around the momentum of the league and its superstar players. So pumped to be a part of the great energy and passion put forth in the Marketing of the NWSL on ESPN. It’s so on!”
Amanda Anderson,
Sr. Dir. Social Media Content
I take any small impact I can have to help grow our home national league by guiding the social team and our strategy of telling the stories of these incredible women seriously. We talk a lot about what the World Cup in 1999 did for so many young women two decades ago, but how lucky we are to have our young girls easily watch world-class soccer every week now on ABC and ESPN. It’s a huge moment none of us are taking for granted. It’s fun to dream about and advocate for how much more can be done for female athletes at every level. We talk a lot about pay equity, which is important, but optimal training and playing conditions to play one’s best is right up there.
Catherine Jeffers,
Marketing Coordinator
Having the NWSL on ESPN shines an even bigger spotlight on this already established league. We’re highlighting some of the best footballers in the world across our studio shows like SportsCenter, placing marketing promotions in marquee programming, and giving players and fans the recognition they deserve and earned. This allows us to be strategic in our creative marketing and speak directly to the fans. We’re telling them that we hear you, we understand you. It’s a major collaborative effort across the entire company, and we couldn’t be more excited for our first full NWSL season on our air. I am most excited about our opening match on ABC and those promotional and creative plans. Not only is it ESPN’s first match of the season, but it’s the first match in a stadium built specifically for women’s sports – CPKC Stadium, home of the Kansas City Current.
Sonia Gomez,
Sr. Dir Programming & Acquisitions
The collaboration across the company from the beginning of this negotiation to where we are now, only a few months later, on the cusp of launching the season, has been so fulfilling to be a part of. The level of interest and excitement around our NWSL partnership, both internally and externally, is unlike any other property I have worked on for quite some time, and I am so grateful for this moment. I am most excited for the opportunity to contribute to the growth of the NWSL in any way I can. Growing up playing this game and sitting at the Rose Bowl with my family watching the U.S. Women beat China in the 1999 World Cup Final, to where I am now, is truly a full-circle moment for me.
Gisela Leyva,
Coordinating Producer, ESPN International
I am happy beyond words to bring in one of the fastest-growing soccer properties in the world in NWSL. The league is anchored by incredible talent, such as USWNT regulars Alex Morgan, Rose Lavelle, Sophia Smith, and Trinity Rodman. With the league expanding and growing more popular every season, I am delighted to partner with the NWSL at a time of such incredible growth. NWSL is now part of the Global Football environment, and as females, we are here to thrive and bring female soccer where it should be. We are walking the walk in a visible and tangible way.
