Kits Say a Thousand Words: The Strategic Messaging of MLS and NWSL Jerseys

Abstract: Kit unveilings—or news releases of a team's unique kit names, colors, and design justifications—have emerged as a ritual for soccer leagues like Major League Soccer (MLS) and the National Women's Soccer League (NWSL). This digital-first media content has afforded marketing opportunities for teams that leverage fan identities and values. The present study uses strategic framing to examine the messages and gender differences of the 2023 kit unveilings and kit designs from 54 MLS and NWSL press releases. With this study grounded in thematic analysis, resulting themes included regionality, advocacy, and history. Regionality messages strategically highlight geographic regions, city-or state-specific natural features, or the distinct cultures and communities of the club's region. Advocacy was reflected in uniforms that demonstrated an organization's actions furthering social good for topics such as mental health, environmentalism, and equality and social justice. Finally, history kits leveraged either legacy or future. Resulting themes are in line with prior literature on sports clubs' messaging, while also providing novel contributions on strategic framing and the exploration of kits, as well as framing differences by gender.