Former NFL executive Julie Haddon has been tapped as the NWSL’s 10-year head of marketing, and Tatjana Haenni, most recently the Swiss Football Association’s director of women’s soccer and more than 18 years at FIFA, will serve as the league’s head of sports. director. Bill Ordower, 23 years MLS and Football A veteran of United Marketing (the commercial arm of MLS) and a partner at law firm ArentFox Schiff LLP, he will take on the role of chief operating officer and legal officer.
“During the hiring process, we intentionally found individuals who not only had the experience and qualifications necessary to succeed in the role, but also a genuine passion for the future of the league,” said Berman, who took over the position. commissioner in April, said in a statement. “I’m sure Julie, Tatjana and Bill will add tremendous value to the league’s front office operations, and I’m excited to have them on board as we continue to take the NWSL to greater heights.”
In his new role, Haddon will oversee the planning, development and execution of branding, advertising and media efforts for the 12-team league. They will also lead the NWSL license and e-commerce efforts.
Haddon’s hire came as a league, he will soon expand for 14 teams, pursuing commercial growth. club valuation they are soaring as big names own entered the league and the audience increased. But the NWSL is still very dependent on marketing money and sponsor spending, as the current media rights agreement with CBS, which will end next season, and Twitch, which ends at the end of this year’s campaign, is worth about $4.5 million and $1 million, respectively. , over three years.
Blue-chip brands like Nike and Delta has significantly increased investment in the league, but the NWSL sponsorship portfolio has also recently taken unexpected hits. Voyagerthe cryptocurrency platform that signed on as one of the league’s biggest sponsors in December filed for Chapter 11 bankruptcy this summer.
Haddon spent the last five years at the NFL overseeing global branding and consumer marketing, and also investors in Chicago Red Stars NWSL. He joined the club’s ownership group in 2021, but the league said he was stepping down from the club before taking up a role in the league office, which he starts immediately.
Ordower will join the league immediately. He was tasked with leading player affairs and operations, including the negotiation and administration of all player rosters and contracts—a value increase with the league’s first CBA. They will also monitor disciplinary process and all legal matters, including expansion, team sales and investment, and commercial transactions.
Haenni will move into a more player-focused role, leading the league’s talent development and retention strategy, working with other football entities including FIFA, CONCACAF and US Soccer.