Dive Brief:

• The National Women’s Soccer League (NWSL) has named Unwell Hydration, the beverage brand founded by “Call Her Daddy” podcaster Alex Cooper, as an official sponsor, per details shared with Marketing Dive.  
• The 2025 NWSL Challenge Cup in Orlando, Florida, this weekend will see pop-up experiences for Unwell, exclusive ticket promotions, co-branded merchandise and several appearances by Cooper, a former soccer player.  
• Unwell is also establishing a fan community called Unwell FC for tracking games throughout the 2025 season. This marks the first partnership for the brand, which hit store shelves at the start of the year and is part of a broader platform designed by Cooper to connect with young audiences.

Dive Insight:

Cooper has become well-known for fostering strong connections to Gen Z and young millennials through her “Call Her Daddy” podcast, which recently struck a reported $100 million advertising and distribution deal with SiriusXM. Cooper in 2023 further expanded her media influence beyond audio by introducing The Unwell Network, a platform that encompasses content, live events and consumer products like Unwell Hydration. The colorful beverage line boasting natural ingredients and a healthy dose of vitamins and electrolytes is broadening its retail presence throughout 2025 after initial Target exclusivity. 

Cooper’s marketing savvy could provide a boost to the NWSL, which has seen surging fandom in recent years and a subsequent uptick in brand interest. The 2024 NWSL Championship match, which was presented by Google Pixel, drew viewership 18% higher than the year prior. The Unwell news landed at the same time E.l.f. Cosmetics inked a multiyear sponsorship deal as the official makeup and skincare partner of the pro women’s soccer league.

Cooper, a former Division I soccer player who wields 3.4 million Instagram followers, has an ardent built-in following dubbed the Daddy Gang that she could steer toward the NWSL. Unwell is also leaning into the influencer’s community-building skills with the Unwell FC fan group. In an announcement video about the NWSL tie-up, Cooper positioned the deal as her return to a sport she previously had to stop playing, proudly proclaiming, “We’re the league sponsor, b---h!”

“As a former college soccer player, Alex gets the sport, the grind, and what it means to be a female athlete,” said NWSL Commissioner Jessica Berman in a press statement. “Through her massive platform, she’s been a champion for women’s empowerment, and now, she’s using that influence to amplify the NWSL like never before.”

Marketers and leagues have moved quickly to capitalize on swelling in interest for women’s professional sports. WPP agency GroupM last year established a dedicated marketplace for women’s sports content, doubling annual media spending on the category through work with clients including Adobe, Adidas, Unilever and Target.