Behind The Crest
The 7th Annual Awards
- Best Women’s Sports Content
ABOUT THIS ENTRY
_Behind The Crest_ is a compelling all-access documentary series that takes fans behind the scenes of the U.S. Women's National Team. With unprecedented access, _Behind The Crest_ offers an intimate look behind the scenes at the players, coaches, and staff as they prepare for games and competitons. The series chronicles the team’s journey, from intense training camps to the camaraderie that define the team, highlighting the human side of the sport while also showcasing the dedication, passion, and teamwork that fuel the U.S. Women's National Team. In 2024, that included the team's quest for a gold medal at the 2024 Olympics, winning the Concacaf Women's Gold Cup and a SheBelieves Cup title.
How does this represent "Excellence in Engagement"?
Behind The Crest provides unprecedented access to the United Soccer Women's National Team as they look to return to dominance in a moment of transition. Over the course of 2024, Behind The Crest gives an all-access look into the team's preparations, work in the community, game performance and meshing with a new coaching staff. Over the course of the year, the USWNT would go on to win three tournaments, the Concacaf Women's Gold Cup, SheBelieves Cup and a gold medal at the 2024 Paris Olympics. Fans were along for the ride every step of the way.
Objective
Behind The Crest aims to bring fans closer to the players of the U.S. Women's National Team, showing a side of the athletes and coaching staff off the pitch. The series captures the rigorous preparation the players and staff undertake to win in competions on the world's largest stage, while also highlighting the human side of the athletes as they prepare. For the 2024 Olympics in particular, the USWNT had the challenge of vying for gold with a new manager and coaching staff who joined just weeks earlier.
Strategy & Execution
The modern sports fan wants to be closer to the the teams, both players and coaching staff. Behind The Crest aimed to give fans a window into the team enviroment during a pivotal moment. Following a disappointing 2023, the USWNT were looking to reclaim their spot atop women's soccer while a new coaching staff was integrating with the team and the roster was seeing a new generation enter the player pool. We wanted to bring fans along the journey with us, to meet the players and understand them beyond what they see at the pitch. This included segments like the USWNT visiting a school for refugees in Atlanta, or glimpses into new coach Emma Hayes' conversations with the players.
We aimed to put the storyline at the center, while focusing on quality over quantity.
Organizations
- U.S. Soccer Federation
Links
Featured
- USWNT Head Coach Emma Hayes
- USWNT players Alyssa Naeher
- Mallory Swanson
- Sophia Smith
- Trinity Rodman
- Lindsey Horan
- Lynn Williams
- Naomi Girma
Credits
Jen Buglio
Sr. Manager, WNT Video
U.S. Soccer
Camille Wilson
Coordinator, WNT Video
U.S. Soccer
M.C. Barrett
Sr. Manager, WNT Content
U.S. Soccer
Logan Beerman
Videographer
U.S. Soccer
Michael Allardyce
Sr. Director, Content
U.S. Soccer
Aaron Heifetz
Director of Communications
U.S. Soccer
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
