As Women’s World Cup Kicks Off, US Team Joins the ‘Hulu Sellouts’

Yearlong partnership begins today with new ‘Hulu has live sports’ spot

The spot will begin airing today on ESPN, ESPN2, NBC Sports, HGTV, Food Network and Bravo. Hulu
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As the 2019 FIFA Women’s World Cup begins today, members of the U.S. women’s national soccer team have joined the lineup of athletes proclaiming “Hulu has live sports” while poking fun at the big paycheck they received for the endorsement.

Hulu is partnering with 12 players from the U.S. women’s national team—including Megan Rapinoe, Carli Lloyd and Tobin Heath—as well as soccer legends Mia Hamm and Abby Wambach. That yearlong partnership includes a 30-second spot in which the teammates practice their new goal celebration—called, you guessed it, “Hulu has live sports”—in which the players form a couch, ottoman and TV.

The streaming service partnered with its agency of record, Big Family Table, to produce the ad, which begins airing today on ESPN, ESPN2, NBC Sports, HGTV, Food Network and Bravo.

This is the latest spot in Hulu’s yearlong “Hulu Sellouts” campaign, in which athletes promote the live TV offering (“Hulu has live sports”) in exchange for large amounts of money. The campaign, which started in February, has already featured spots with six NBA stars, including Joel Embiid and Damian Lillard.

Several members of the U.S. women’s national team appeared at Hulu’s NewFronts event last month to give buyers an early look at the new spot.

Hulu also unveiled details today of the new #HuluHasLiveSportsChallenge to raise money for the National Women’s Soccer League Players Association (NWSLPA). Individuals who want to participate in the challenge must juggle a soccer ball while saying “Hulu has live sports,” post the video to their social platforms with the hashtag and challenge two friends to do the same.

For every video posted through July 10, the company will donate $1 to NWSLPA.

The “Hulu Sellouts” campaign continues even as Disney assumed full operational control over Hulu last month from Comcast; the company could buy the streaming service outright by 2024.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.