{"id":8920,"date":"2023-08-10T13:40:27","date_gmt":"2023-08-10T13:40:27","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/us-soccer-star-tobin-heath-on-her-companys-new-push-into-content\/"},"modified":"2023-08-10T13:40:28","modified_gmt":"2023-08-10T13:40:28","slug":"us-soccer-star-tobin-heath-on-her-companys-new-push-into-content","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=8920","title":{"rendered":"US soccer star Tobin Heath on her company\u2019s new push into content"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">In the world of women\u2019s soccer, 2019 was pivotal: It was the year the US Women\u2019s National Team won its fourth World Cup title while in the middle of a legal dispute with its federation over equal pay, which was settled last year.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">It\u2019s also the year four current and former players from the roster\u2014Tobin Heath, Christen Press, Megan Rapinoe, and Megan Klingenberger\u2014founded their own company.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">At the time, Re\u2014Inc was a commerce business. From there, in addition to continuing to sell apparel and accessories, the team built a membership community. Then, just in time for this year\u2019s Women\u2019s World Cup, Re\u2014Inc debuted its first show, in what Heath said is the jumping-off point for an entire media division.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cWe wanted to use this vehicle to reimagine the status quo, and how better to do it than with the platform of the World Cup?\u201d Heath told Marketing Brew. \u201cWe were passionate about using our voices, our platforms, to create content that looked and felt more like us.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-5a46198a-12 hlktdj\"><strong>Just a girl<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><em>The Re\u2014Cap Show: World Cup Edition<\/em>, hosted by Heath and Press, who did not play in this year\u2019s World Cup due to injuries, covers the tournament twice-weekly while also setting out to define \u201cgal culture\u201d in sports, aka the women\u2019s equivalent of \u201cbro culture,\u201d according to Heath. The show, which lasts about an hour, primarily lives on YouTube, but there\u2019s also a podcast version. Snippets of it are posted across TikTok and Instagram as well.<\/p>\n<p><iframe loading=\"lazy\" title=\"Tobin Heath and Christen Press Announce The RE\u2014CAP Show \u26bd\ufe0f | Premiering July 20th | Trailer\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/mTeOK43WACE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">YouTube is the main focus, Heath said, because seeing the way she and Press \u201cspeak, the way that we interact with each other,\u201d helps convey the concept of gal culture. But it\u2019s also important to make the show as widely available as possible, she added.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cOne of the biggest frustrations around women\u2019s sports is a lack of accessibility to women\u2019s sports content,\u201d Heath said. \u201cIt\u2019s a major frustration in women\u2019s sports, and therefore we knew with this piece of content, we wanted it to live everywhere.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">The show premiered on July 20, surpassing 10 million views across social platforms after just three episodes, according to Heath, including about 500,000 on YouTube alone. That was the goal for the entire first season, she said, so the team bumped it up to about 20 million by the time the season ends on Aug. 20. <em>The Re\u2014Cap Show<\/em> will eventually cover another sport, Heath said, but she wasn\u2019t ready to share further details yet.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<h2 class=\"dist__StyledText-sc-5a46198a-12 hlktdj\"><strong>Let\u2019s hear it for the brands<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Ahead of its debut, Heath and her team sought out brand partners to help finance the show. At first, without a product or metrics, they weren\u2019t sure how that would go. As it turns out, a handful of brands were \u201camped\u201d about it, Heath said. Season 1 sponsors include Ally Financial, shoe brand Oofos, software company UKG, and Tequila Komos.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cI always say that we\u2019re a brand that lives at the intersection of sports, progress, and equity, and there\u2019s so many brands out there right now that are living in that intersection as well,\u201d she said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">It didn\u2019t hurt the pitch that the founders are all well-respected soccer players, Heath said, with pre-existing brand deals under their belts. Oofos, for instance, first collaborated with Re\u2014Inc on a pair of shoes that rolled out in 2021, then again this year, and was excited to continue that partnership on <em>The Re\u2014Cap Show<\/em>, according to Head of Marketing Darren Brown.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Oofos is sponsoring a segment in every episode called \u201cOofos Presents Community Questions,\u201d during which Heath and Press answer questions from fans. Those whose questions are chosen receive products from Oofos, Brown said. The partnership also includes two custom videos outside of the show, like this \u201cget ready with me\u201d video on Heath\u2019s Instagram:<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Brown said he\u2019s already eager to explore opportunities in season 2. For Heath\u2019s part, she\u2019s most focused on working with brands that can find real business value in partnering with Re\u2014Inc.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cThat\u2019s really critical for me,\u201d she said. \u201cIf I just hear somebody saying, \u2018I\u2019m just doing this because it\u2019s goodwill,\u2019 or \u2018I have a daughter,\u2019 I\u2019m not interested in it because\u2026I think [women\u2019s sports] deserves brand partners that know that investing in women\u2019s sports is really good business.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/08\/10\/us-soccer-star-tobin-heath-on-her-company-s-new-push-into-content?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the world of women\u2019s soccer, 2019 was pivotal: It was the year the US Women\u2019s National Team won its fourth World Cup title while in the middle of a legal dispute with its federation over equal pay, which was settled last year. It\u2019s also the year four current and former players from the roster\u2014Tobin [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8921,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-8920","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>US soccer star Tobin Heath on her company\u2019s new push into content | Brandiary<\/title>\n<meta name=\"description\" content=\"In the world of women\u2019s soccer, 2019 was pivotal: It was the year the US Women\u2019s National Team won its fourth World Cup title while in the middle of a\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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