The National Women’s Soccer League (NWSL) has been given a total sonic rebrand by international music agency, MassiveMusic, as it makes its debut on Lifetime Network.
Lifetime Network became the official sponsor and broadcast partner of the National Women’s Soccer League as part of a three-year deal that began at the start of the season. Marking the move to a new home, the league received a whole new broadcast identity from MassiveMusic.
With the agency’s London office having already given the Premier League an award-winning audio identity for the 2016/17 season, MassiveMusic’s New York office was given the task of creating an original theme and branded music package for the NWSL, which started in April.
Coupling the agency’s music strategy and intelligence capabilities with its sonic branding, music composition and production offering, the MassiveMusic team created an audio identity that marries the intensity of the NSWL with Lifetime Network.
Elijah B Torn, sr. creative director, MassiveMusic New York, said, “Fresh off the back of London’s success with the Premier League, we were given an exciting opportunity to sonically rebrand a soccer league. In our research and analysis phase we discovered that almost all of the American Women’s sports leagues lacked any musical identity of their own, so we were incredibly excited and honored to get the chance to define what the NWSL sounds like in what is a watershed moment in the league’s history.”
