BARCLAY'S WOMEN'S SUPER LEAGUE TIKTOK.
300K NEW FOLLOWERS
100M CONTENT VIEWS, UP 54% FROM THE PREVIOUS SEASON
ENGAGEMENTS UP 52% TO OVER 9 MILLION
Ever since England's national women's soccer team won the Euros in 2022, the Barclays Women’s Super League (BWSL) has been riding a wave of increased interest. Recognizing this pivotal moment, the BWSL set its sights on establishing itself as a global sports powerhouse during the 2023/24 season. With three primary objectives—boosting awareness through social video views, translating that awareness into social engagements, and targeting the influential Gen Z demographic—the stage was set for an ambitious digital strategy.
Leveraging TikTok for Maximum Impact
To achieve these objectives, the BWSL identified TikTok as a crucial platform due to its young, gender-balanced audience and cultural relevance. The approach was clear: follow trends authentically, showcase the excitement of the league through high-quality soccer, and amplify the likable personalities of the players.
This strategy involved publishing content at least three times per week, ensuring alignment with trending formats while maintaining creativity. Additionally, the league worked to shift perceptions from seeing women’s soccer as simply “inspiring” to viewing it as truly “exciting.” Players like Millie Bright, Ella Toone, and Alessia Russo were positioned at the forefront, allowing fans to connect with them beyond their on-field talent.
Creative Execution and Highlights
The BWSL’s TikTok strategy included tracking trends and producing content that showcased the unique personalities of the players. One standout example was the “Unavailable” trend featuring Manchester City’s Bunny Shaw and Chloe Kelly, which quickly became one of the league’s most popular videos of the season. This trend even crossed into the physical realm, as Shaw and Kelly celebrated their next match goal with the same TikTok move, broadcast globally.
Beyond originally produced content, the league leveraged its rich archive to highlight match action, showcasing the exceptional skills of players like Lauren James. The BWSL also launched the season-long #WhereGreatnessLives campaign, producing high-impact CGI videos to promote marquee fixtures like the record-viewership Manchester derby.
The results were remarkable. Since August 2023, the BWSL has gained nearly 300,000 new followers and reached 100 million content views on TikTok—54% higher than the previous season post-Women’s World Cup. Engagements grew by 52%, reaching over 9 million. This diverse, global audience spanned countries such as the U.S., Brazil, India, Mexico, and the U.K., with a significant portion aged 18–34.
This digital growth translated to record-breaking physical attendance and viewership. Highlights included a record 60,160 attendees at the Emirates, 813,000 viewers for the Manchester derby, and over 1 million ticket sales for the season, with many fans under the age of 34.
Driving the Future of Women’s Football
The BWSL’s social media strategy has effectively harnessed the potential of new, engaged audiences, transforming digital enthusiasm into real-world support and cementing the league’s global prominence. By focusing on innovative storytelling and platform-specific strategies, the BWSL continues to drive momentous new fandom and build an enduring legacy for women’s soccer.
At Little Dot Studios, we’re proud to have played a role in amplifying this extraordinary moment in sports history and look forward to further collaborations that push the boundaries of digital storytelling and audience engagement.