To mark the launch of the 2026/27 Barclays Women’s Super League (BWSL) and Barclays Women’s Super League 2 (BWSL2) season, WSL Football has launched a new social-first campaign designed to introduce the top two tiers of women’s professional football to new audiences and communities online.
Developed by WSL Football’s creative agency Anomaly, and produced by Sata Studios, the campaign sees players from both leagues’ ‘intercept’ creators belonging to social subcultures of every kind, creating unexpected moments where football meets online culture.
As audiences are immersed in a creator’s world and niche, a moment of football brilliance interrupts the action, turning the spotlight on the players and showcasing their skill, personality and individuality.
The campaign has been created in partnership with creators who have built trusted communities around their own passions and interests. By bringing women’s football into these existing cultural spaces, the campaign aims to spark conversation, reach new audiences and increase visibility for the leagues and their clubs.
Across 14 films and three distinct creative treatments, the campaign brings the concept of ‘interception’ to life in different ways:
Live Collabs: Real-time collaborations between creators and footballers, capturing unexpected crossover moments as they happen.
Edit Collabs: Creators produce content within their own spaces, which is then stitched together with footage of players to create a seamless interaction between the two worlds.
Makers: Artists and creators document themselves mid-creation, only to be ‘intercepted’ by the power of the BWSL – transforming their work with a distinctly football-inspired twist
Creators taking part include Bimini, Abbie Franks, The History Magpie and GIRLI, with further names set to be revealed as additional batches of content are released over the coming weeks.
Players featuring include Alexia Putellas, Georgia Stanway, Khadija ‘Bunny’ Shaw, Jess Park, Ffion Morgan, Ruby Mace, Natalie Bjorn, Eden Sykes, Sophie Whitehouse and Ruby Mace.
With football players stepping into unexpected corners of the internet, ‘Interception’ aims to broaden the conversation around the BWSL and BWSL2, showing audiences that women’s football has a place in every community, interest and corner of culture online – and getting more people tuning in and turning up for the unmissable drama on the pitch, week in, week out.
The 2026/27 season kicks off on 4 September. Fans can look out for ‘Interception’ content across social, and tune in for the first fixtures as the new season gets underway.
