Seattle Reign Corporate Communications & Partnership PR
Launching two historic kit partnerships into the national spotlight
When Seattle Reign FC needed to announce not one but two landmark kit partnerships in rapid succession, they turned to Skylark to build the strategy, shape the narrative, and drive national media attention.
Skylark was engaged to lead PR and communications for the club's front-of-kit partnership with Trupanion, a Seattle-based pet medical insurance company, and its back-of-kit partnership with Paula's Choice Skincare, the globally recognized, Seattle-founded skincare brand. Together, the two announcements represented a transformative moment in the club's commercial history and a broader signal of the rising investment in women's professional sports.
Working closely with the Reign FC team, Skylark developed full announcement strategies for both deals, including storytelling frameworks, embargo management, press materials, talking points, and coordinated media outreach. For the Trupanion announcement, Skylark orchestrated an embargoed exclusive with Sports Business Journal and managed a layered rollout timed to the team's home opener at Lumen Field. For the Paula's Choice announcement, Skylark collaborated with the brand's agency and executed a second national media push within days, securing coverage across sports business, lifestyle, and beauty outlets.
Beyond media relations, Skylark supported content strategy and influencer gifting, including coordination around a "players and puppies" content shoot tied to the Trupanion launch, and aligned talent integrations to amplify both announcements across social platforms.
The campaigns were part of a larger arc, with four kit partner announcements set to close for Seattle Reign FC in a single fall season, positioning the club as a leader in NWSL commercial growth.
Results
- Secured an embargoed exclusive in Sports Business Journal for the Trupanion front-of-kit announcement, one of the most prominent outlets in sports business media
- Earned a second Sports Business Journal placement for the Paula's Choice back-of-kit announcement, marking back-to-back national coverage in a premier trade publication
- Developed comprehensive PR strategy, talking points, and press materials for both partnership announcements on an accelerated timeline
- Managed simultaneous embargo strategies and coordinated rollouts across multiple national and local media targets including SBJ, Adweek, Ad Age, and women's sports outlets
- Supported content strategy for a social-first "players and puppies" shoot, driving organic engagement around the Trupanion launch
- Positioned Seattle Reign FC's kit portfolio as one of the highest total kit values in the NWSL, contributing to the club's narrative as the commercial leader in women's professional soccer
- Both announcements timed to home match activations at Lumen Field, integrating PR momentum with fan experience and ticket sales objectives
