Crystallized Ball Tour

Launching the Crystallized Ball Tour

The NWSL partnered with Skylark to create a high-impact activation that would generate cultural buzz and elevate the league’s visibility. The Swarovski crystal-encrusted soccer ball, created in collaboration with the women-owned company Beyond Diamonds, was showcased at select matches throughout the NWSL season kickoff. Skylark oversaw the creative development and execution of the campaign, managing media outreach, player and influencer engagement, and game-day activations while crafting a marketing strategy that maximized the visibility of the tour.

Maximizing Impact and Driving Engagement

Skylark worked closely with NWSL to implement a comprehensive marketing campaign that integrated the Crystallized Ball into the league’s season opener, beginning in Kansas City and culminating in Washington, D.C. The tour, which also made a stop in Los Angeles, attracted significant media attention and fan engagement. Each game featured standout activations, including celebrity appearances, on-site photo opportunities, and social media coverage that boosted fan awareness and excitement for the NWSL season.

Results

• Increased Media Coverage: The Crystallized Ball appeared across major outlets including ESPN and local stations, such as KMBC and KSHB during the Kansas City stop.
• Broadcast Partners: The ball was featured prominently on broadcast partners, appearing on ESPN, NWSL+ and in-studio for Amazon Prime’s pregame.
• Influencer Reach: Featured high-profile celebrities like Chris Paul, Issa Rae, Sam Mewis, Adam Pastel and Jacob Sartorius, amplifying the campaign’s impact across sports and entertainment channels.
• In-Person Fan Engagement: Kansas City saw a sold-out crowd of 11,500, with nearly 20,000 at each of the following games in Los Angeles and Washington, D.C., totaling over 66,000 attendees with in-person exposure to the Crystallized Ball Tour.