USWNT Strategic Plan

Elodi Bodamer
Oct 4, 2022
12 min read

U.S. Women’s National Soccer Team Strategic Plan

RESEARCH

The U.S. Women's National Soccer Team (USWNT) is a force on and off the field, acting as role models and activists. The team has been topping podiums and taking home trophies since its inception in 1985. The USWNT has won four Women's World Cup Titles (1991, 1999, 2015, and 2019), four Olympic gold medals (1996, 2004, 2008, and 2012), and eight CONCACAF Gold Cups, making it the most successful and widely recognized team in international women's soccer (U.S. Sports, 2019).

The USWNT is governed by the United States Soccer Federation (U.S. Soccer). U.S. Soccer is a 501(c)(3) nonprofit organization founded in April 1913. It governs the sport of soccer in the United States at the international, professional, and amateur levels, including the U.S. Women's and U.S. Men's National teams (U.S. Soccer, n.d.).

From 2016 to 2018, USWNT games generated around $50.8 million in revenue, $1.9 million more than the United States Men's National Soccer Team (USMNT) generated over the same period (Hess, 2019). In 2018, U.S. Soccer earned almost $49 million from marketing and sponsorships, in addition to revenue from ticket sales. However, It is challenging to determine the value generated by the USWNT and USMNT because U.S. Soccer sells all broadcast and sponsorship rights as a bundle. Though, recent commercial deals have significantly focused on the women's team, including ones with Visa and Volkswagen (Carp, 2018). In 2019, the USWNT garnered an average viewership of 2.7 million per game (Dockery, 2019).

SITUATION ANALYSIS

The USWNT acts as a symbol of power and unity in its scrimmage to overcome gender discrimination and receive pay and treatment equal to its male counterparts. Despite the passing of Title IX in 1972, guaranteeing equal funding for male and female sports at all levels of education, women still have fewer opportunities to engage in sports at the amateur level. Further, they make less than their male counterparts when reaching the professional level, even when performing better. As mentioned, the USWNT has generated more revenue than the men's team since 2016, yet its players make about $8,200 less per game.

The team's fight against gender discrimination has been going on for years and has included multiple lawsuits against U.S. Soccer. The urgency to act on the issue of unequal pay and working conditions has dramatically increased in recent years.

In March 2016, five USWNT players, including fan-favorites Alex Morgan and Megan Rapinoe, filed a complaint against U.S. Soccer with the Equal Employment Opportunity Commission (EEOC). It alleged that in 2015, players on the USWNT made a quarter of what those on the USMNT did, despite bringing in almost $20 million more in revenue (Kliegman, 2019). In 2017, multiple players signed a collective-bargain agreement with U.S. Soccer, gaining control over limited marketing and licensing rights (Gajanan, 2019). Then, in March 2019, on International Women's Day and a mere three months before the Women's World Cup in France, all 28 members of the USWNT filed a lawsuit against U.S. Soccer "on the grounds of institutionalized gender discrimination under the Equal Pay Act and Title VII of the Civil Rights Act" (Hays, 2019). It argued the women's team had not been compensated fairly to the men's, despite generating more revenue and garnering higher TV ratings. The lawsuit also alleged that U.S. Soccer provides the teams unequal play, travel, and training conditions and promotional efforts (Hays, 2019). The United States District Court for the Central District of California certified the team's lawsuit as a class action in November 2019 (Johnson, 2019). In May 2020, a judge sided with U.S. Soccer over the equal pay issue but allowed the suit to continue "provided it focused on working conditions" (Long, 2020). Under the terms of the settlement filed in December, the women's team will now receive the same working conditions as the men's, "including chartered flights for team travel, comparable hotel accommodation and specialized professional support services" (Long, 2020). While the women won their fight for equal treatment, their battle for equal pay lives on with the opportunity for players to appeal the equal pay judgment from May 2020.

There has been heavy traditional and social media involvement throughout the lawsuit. Over the years, publications of all kinds have been publishing stories detailing the ongoing suit and spreading awareness of the team and its fight for equal pay and treatment. On social media, fans worldwide have communicated their support for the team and its mission to influence change.

SWOT Analysis:

Strengths

The USWNT is the most “winningest team in sports history,” with 499 wins, 65 losses, and 74 draws as of 2018 (Flemming, 2018).
The USWNT has very strong advertising, marketing, and brand sponsorships in place.
The USWNT has a large fan base, averaging 2.7 million viewers per game.
The USWNT is well known and continually recognized for its achievements.

Weaknesses

The USWNT gender discrimination lawsuit against U.S. Soccer communicates to the public a negative relationship between the team and its governing body.
Female athletes are often thought of as being less-than their male counterparts.

Opportunities

Soccer is increasing in popularity, especially with the 18 to 34 year old segment of the population. The USWNT has the greatest opportunity to sway public opinion and perception when targeting this age group.
Increasing competitiveness at the women’s professional level provides an opportunity to expand the sports influence to young girls around the world.

Threats

Dominance of American football, basketball, and baseball makes for a cluttered environment that the USWNT and the sport of soccer itself must break through.
Should the equal pay issue not be resolved, the USWNT players will begin boycotting games.

STAKEHOLDERS

The USWNT has a responsibility to women everywhere in fighting against gender discrimination. Internal stakeholders involved in the lawsuits include the USMNT and U.S. Soccer. External stakeholders include sponsors/brands and the public.

U.S. Men’s National Soccer Team: Having the support of the men’s national team is essential for the USWNT to succeed. In July of 2019, the men’s team publicly communicated its support, accusing U.S. soccer of refusing to pay the women’s team a fair share of the revenue generated by both teams (Reuters, 2019). Further, in February 2020, while in negotiations with U.S. Soccer over a new contract, players on the men’s team said the “women should be paid at least triple what [their] expired deal was worth in player compensation” (Guzior, 2020).
U.S. Soccer: U.S. Soccer is the USWNT governing body and the defendant in its lawsuit. It is essential that the USWNT partner with U.S. Soccer moving forward, especially after the federation appointed a new female president this year. Cindy Parlow Cone is a former national team player and says resolving the equal pay dispute is her top priority. Mending its relationship with U.S. Soccer will serve to present the team and federation as a united front to the public.
Employees: U.S. Soccer has over 3,000 employees who have been forced to endure the ongoing battle between the federation and the women’s national team.
Sponsors: Brand sponsorships generate substantial revenue for U.S. Soccer. The turmoil between the federation and the women’s national team could either divert or attract new brands from partnering with the organization in the future.
Public/Media: The USWNT depends on the public’s support in winning their fight for equal pay. The most effective way for the team to reach the widest audience is through the media, and therefore building strategic, long-lasting relationships with various outlets and journalists is critical.

STRATEGY

The USWNT is making strides for women everywhere in its fight against gender discrimination. To successfully spread awareness and influence change, the USWNT will employ a public relations strategy inclusive of multiple tactics like collaborative campaigns, limited-edition merchandise, and promoting the SheBelieves Ambassadors Program. The best approach to handling the lawsuit is for the USWNT to present itself as a united front committed to making a difference. The team is united with more than just itself, but with its key stakeholders and women everywhere. The USWNT will frame the lawsuit as being bigger than themselves — a lawsuit for all women. Should the USWNT take a defensive approach, it risks damaging its reputation and that of its players.

Promoting a united team committed to driving change is the best way to proceed for all stakeholders involved in the situation. Using this strategy, it can be expected that public awareness of gender discrimination and the USWNT’s lawsuit will grow, and the team will garner additional support moving forward. Success will be defined by whether or not U.S. Soccer finally changes its behavior and reaches a settlement where the women’s team is paid equally to the men’s.

INTEGRATED COMMS TEAM

To successfully change behavior, the USWNT will create an interdisciplinary communication team. Leading this integrated team will be Molly Levinson, the official spokesperson for the USWNT. Members of the team will specialize in various areas, including crisis communication, social media, public affairs, marketing, project management, and media relations. These members will excel in writing, public speaking, researching, critical thinking, and relationship building. The team report will be led by the project management specialist, with the help of the social media manager and public affairs director. As the lawsuit and the fight for wage parity are ongoing, the team will meet daily to ensure all communications are effective, cohesive and include calls to action.

KEY MESSAGES

Different key messages will be developed and used for each stakeholder group to maximize the effectiveness of the communication.

United States Men’s National Soccer Team: The USWNT appreciates the support of the Men’s National Team in its efforts to spread awareness and influence change for women everywhere. With the USMNT’s help, there is no doubt we can overcome this battle against gender discrimination once and for all.

The messaging by the USWNT to the USMNT is effective in that it expresses the team’s gratitude and appreciation for the players assistance in their ongoing legal battle.

U.S. Soccer: The USWNT remains willing to reach a fair agreement with U.S. Soccer but will accept anything less than equal pay. We are not only standing up for ourselves in this lawsuit but for future female athletes and women everywhere who have a right to fair treatment. We know U.S. Soccer will do the right thing and pay the USWNT athletes what they rightfully deserve.

The USWNT’s messaging to U.S. Soccer is effective because of how powerful and straightforward it is. The team will not settle for less than they deserve, making it clear in demanding corrective action from the federation.

Employees: “The USWNT players respect you and appreciate everything you do for them. They especially appreciate your support throughout their ongoing battle for wage parity, and look forward to the day where they and the female employees of U.S. Soccer, are treated equally to their male counterparts. No matter the outcome, you will always have a place in the U.S. Soccer family.”

This message is compelling because it shows the USWNT and U.S. Soccer employees that their jobs will be safe no matter the situation's outcome. Also, it communicates that a resolution is in the future, indicating an end in sight to this long, messy battle.

Sponsors: The USWNT strives to make equality a reality for the sport of soccer and every other industry. With the help of sponsorships and brand partnerships, we can effectively spread awareness of gender discrimination and, in turn, influence positive change.

The USWNT needs sponsorships and partnerships to appeal to mass audiences, therefore to be effective, its communications must include a call to action and appreciation for their help.

Public/Media: “The USWNT stands as a symbol of power, unity, and equality in our fight against gender discrimination. Through various initiatives, campaigns, and lawsuits, we are committed to seeing a day where women athletes, and women everywhere, receive treatment equal to their male counterparts.

The messaging to the public/media is effective because it communicates its position, provides background information, and includes a call to action.

TACTICS

The USWNT will hire Edelman PR to effectively communicate the team’s message and garner public support. Edelman is an award-winning, global communications firm specializing in evolving, promoting, and protecting brands and reputations. Edelman has the people and resources to help the USWNT receive equal pay, and hopefully, one day, women in all industries worldwide.

U.S. Soccer needs to change its practices and begin paying and treating the women’s team in a manner equal to the men’s. To make this happen, the USWNT must lobby for public support to sway opinion and perception, and in turn, change behavior and outcomes. However, in the end, whether or not U.S. Soccer provides the team’s equal pay is either up to the federation itself or the judge. Multiple public relations tactics will be employed, including:

Tactic 1: Collaborative Campaigns

To raise awareness of gender discrimination and the teams fight for equal pay, we will launch collaborative campaigns with Nike, Dove, and Clif. These brands will all reach different audiences, maximizing the message reach. These campaigns will include traditional and social media and limited-edition product launches like a USWNT Nike soccer ball and Dove deodorant and a #SheBelieves Clif bar featuring prominent team members.

Tactic 2: Limited-Edition Merchandise

To promote the USWNT’s ongoing “Equal Play, Equal Pay” campaign, we will release limited-edition merchandise. It will include jerseys, sweatpants, keychains, stickers, hats, and more, all emblazoned with the #EqualPlayEqualPay slogan. The apparel and merchandise will serve as a source of brand recognition, leading to greater awareness through word-of-mouth communications.

Tactic 3: SheBelieves Social Media Campaign

The USWNT will launch a #SheBelieves social media campaign to raise awareness for the cause and the upcoming SheBelieves Cup. The campaign will feature young girls and women worldwide, showcasing them and what they believe they can achieve. The public will be encouraged to submit their stories on the SheBelieves website for a chance to be featured. This social media campaign will create a personal connection between the USWNT and its fans, thus spurring word of mouth and possible campaign vitality.

Tactic 4: Victory Appearances

After every win, the USWNT players will book appearances on different morning broadcast programs. Here, they will discuss the victory and current litigation and the steps the team is taking to influence change. These appearances will spread awareness of the cause and appeal to audiences that would otherwise not be reached.

Tools/Platforms: To communicate the USWNT’s message and stance on the lawsuit, we will utilize news conferences, traditional media, social media, websites, bloggers, litigation, and advertising.

News Conferences: The USWNT will hold a series of press conferences, each featuring a panel of five players. In these, the players will discuss gender discrimination and various initiatives like the SheBelieves Cup and SheBelieves Ambassadors Program being used to spread awareness and drive change.
Direct Mail: The USWNT will use direct mail marketing to raise awareness and gain public support. Packages will be sent to select audiences and will include fact-sheets about the history of pay inequality, official statements from the USWNT regarding the lawsuit, and fan-fare like calendars, wristbands, stickers, and key chains. It will also include a call to action, urging recipients to join the team in their fight for equal pay and treatment.
Traditional Media: The USWNT will use traditional media in the forms of print publications, broadcast news, and blogs to spread its message to the masses. The team will offer player interviews to various print publications like The Washington Post and The New York Times, and news programs like Good Morning America and ESPN Up Close.
Social Media: The USWNT will utilize owned and paid social media. The communication team will employ a social media strategy, posting every day on its Twitter, Instagram, and Facebook accounts and once a week on its YouTube channel. The communications team will emphasize audience engagement, generating thoughtful discussions, and replying to comments. Three posts a week will be promoted to extend the audience reach and increase impressions.
Website: The USWNT website will be utilized as a source of information for the public to better understand the issue of gender discimination and its effect on female athletes, and women everywhere. The website will host tabs for blogs, videos, player profiles, and initiatives, to learn more about the team and how they are driving change.
Advertising: The USWNT will utilize advertising as a tool to reach audiences it cannot organically. Prioritizing television and print advertising, the team will buy spots to spread its message to the masses.

MEASUREMENT

To measure the success of the USWNT’s strategic plan to spread awareness and influence change, we will report on engagement, awareness, and share of voice. Concerning engagement, we want to know who participates in conversations about gender discrimination, and further, where, how often, and in what form. In terms of awareness, we are concerned with how far our message is spreading and who is seeing it. For the share of voice, we are interested in knowing how much of the overall conversation around gender discrimination is about the USWNT and if it is positive, negative, or neutral. While the optimal outcome is for U.S. Soccer to settle the equal pay lawsuit and pay the USWNT players fairly to the USMNT players, the strategic plan is about raising awareness and influencing a broader change.

To determine how each stakeholder group perceives the outcome, we will emphasize social listening and relationship building. The USWNT must maintain its relationships with stakeholders while negotiating a resolution and after one is found. While the USWNT and U.S. Soccer settled their working conditions dispute, the fight for equal pay continues, leaving an opportunity for the USWNT to continue spreading awareness, communicating its position, and influencing change.

Sources

About. US Soccer. Sponsored by Volkswagen. (n.d.). https://www.ussoccer.com/about/.

bizjournals.com. (n.d.). https://www.bizjournals.com/bizwomen/news/latest-news/2020/02/womens-soccer-players-get-support-from-mens-team.html?page=all.

Carlisle, J. (2021, April 12). Judge grants USWNT unequal working conditions settlement. ESPN. https://www.espn.com/soccer/united-states-usaw/story/4358330/judge-grants-uswnt-unequal-working-conditions-settlement.

Hays, G. (2019, March 8). USWNT suing U.S. Soccer for discrimination. (2021, April 30). Retrieved from https://www.espn.com/espnw/sports/story/_/id/26189867/uswnt-suing-us-soccer-discrimination.

Hess, A. (2019, July 10). US women's soccer games now generate more revenue than men's-but the players still earn less. CNBC. https://www.cnbc.com/2019/06/19/us-womens-soccer-games-now-generate-more-revenue-than-mens.html.

Reed, M., & Yespage, J. (2019, July 13). USWNT TV ratings for 2015-19 averaged 929K on US English-language television. World Soccer Talk. https://worldsoccertalk.com/2019/07/13/uswnt-tv-ratings-2015-19-averaged-929k-us-english-language-television/.

Thomson Reuters. (2019, July 30). U.S. men's team supports women's squad in equal-pay fight. Reuters. https://www.reuters.com/article/us-soccer-usa/u-s-mens-team-supports-womens-squad-in-equal-pay-fight-idUSKCN1UP2B5.

US Soccer and USWNT reach settlement but equal pay dispute rumbles on. SportsPro. (n.d.). https://www.sportspromedia.com/news/us-soccer-uswnt-settlement-equal-pay-dispute.

Warfield, K. (2019, December 27). USWNT average attendance 8% greater than US men's soccer team in 2019. World Soccer Talk. https://worldsoccertalk.com/2019/12/25/uswnt-average-attendance-8-greater-us-mens-soccer-team-2019/.

Where Does The USWNT Rank Amongst The Winningest Teams Of All Time? The18. (n.d.). https://the18.com/en/soccer-entertainment/the-winningest-team-in-sports-history.

Wikimedia Foundation. (2021, April 29). United States Soccer Federation. Wikipedia. https://en.wikipedia.org/wiki/United_States_Soccer_Federation.

USWNT Strategic Plan

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