Strike up the brand: Inside ESPN’s new UFL marketing campaign anthem
As the spring football league's Week 1 slate is showcased on ESPN this weekend, learn how ESPN Marketing helps the UFL connect with fans
The second year of the United Football League on ESPN kicks off with a Sunday, March 30, doubleheader as part of the league’s opening weekend, culminating June 14 with ABC & ESPN+’s inaugural presentation of the UFL Championship.
The UFL on ESPN takes fans inside the game in innovative and engaging ways, led by unprecedented field access, live audio and high-level football action.
Maggie Lewin, ESPN Director, Sports Marketing, takes us inside the process of creating 15 and 30-second marketing spots that remind everyone what the UFL is all about and that it’s back on ESPN.
On goals for the campaign:
“The goal of this campaign is to establish the UFL as the spring football league. Everything you love about football – the action, energy and excitement — now in the spring. There truly is no offseason of football on ESPN.
“As the season continues, we look forward to updating this anthem with the new players and coaches, capturing the high level of play on the field, and leveraging the new access to teams.”
On how it came to be:
“The idea was born out of the need to establish the UFL’s distinct brand identity and continue to introduce this relatively new league to fans. Our job is to drive awareness that the league is back and create excitement for the new season.
“We worked closely with our internal partners in programming, production, PR, and creative studio, as well as our league partners, to align on key messaging and tone, ensuring the spot reflects the league’s values, ESPN’s unique visuals, and the overall competitive nature of the product.
On what fans should look forward to:
“We are thrilled to have visionary businesswoman Dany Garcia, CEO and Chairwoman of The Garcia Companies and co-owner of the UFL, as part of our campaign. Throughout the season, you’ll hear various voiceover lines and commentary from Dany in our weekly promotion to help elevate the creative.”
