In a nostalgic roll-back to their roots, the team formerly known as O.L. Reign has done a full circle, re-emerging as Seattle Reign FC. A shining gold crown perched atop their revamped logo is a nod to the club's 2013 inception and the city it represents. Michelle Haines, VP of marketing and ticketing, is credited with spearheading the quick-fire rebrand alongside a "village of professionals," as per an interview with KOMO News. "Part of what moved it forward is that we’re in a moment of transition in general, but really a lot of it was looking back at our team's legacy and roots and feeling connected to our city and Seattle again," Haines said.
The fresh imagery draws on the intensified interest in professional women's sports, attempting to leverage this positive trend. This move, symbolically tying the queen logo's resurrection with the dark lushness of Seattle's environment, was reported by AllSides. Alongside the rebranding effort comes the introduction of new players, all set to debut under the restored Seattle Reign FC moniker this season.
With the NWSL kicking off the 2024 campaign, they are bringing a lot more than just fresh logos to the field. After breaking records in viewership last year, the league is expanding its reach with additional teams and more partners in broadcast. Returning to the fray are the Utah Royals from Salt Lake City and newcomers Bay FC marking their territory in the San Francisco Bay Area.
On the media flank, the NWSL has firmed up their strategy, balancing traditional television and streaming via tie-ups with major players like CBS, ESPN, Prime Video, and Scripps Sports, while also rolling out the free direct-to-consumer service NWSL+. Looking to maximize fans' access to the game wherever they may be, the initiative promises expansive coverage for the aficionado and the casual observer alike. As announced by Sports Video Group, a one-game NWSL Challenge Cup will also serve as a curtain-raiser for the 190-match season.
