Bay FC Excites and Inspires Fans Ahead of Its March Season Kick-Off

Bay FC, the Bay Area’s new women’s professional soccer franchise in the National Women’s Soccer League (NWSL), today announced its new brand campaign, B Legendary, featuring a 60-second ad spot titled “It’s Time.”  

“It’s Time” builds the anticipation of what is to come for women’s sports and celebrates how Bay FC will change the game forever with new heroes to admire, new memories to create and relive, and new team colours to wear with pride. The ad spot was created by Bay Area creative agency, Partners in Crime, and produced by Revival Film, which included casting Bay Area locals who have a passion for the team.

“B Legendary is a love letter from Bay FC to our Bay Area community, reminding them of their hidden talents, fandom, and dedication as we march toward our inaugural season kickoff in just two months,” said Jen Millet, COO of Bay FC. “There is no other sports market like the Bay Area, and this campaign looks to reimagine what a storied franchise can be, acting as a mirror of the people who live in the nine counties and who are just as passionate about sports as we are.”

As with all aspects of building the Bay FC club, the campaign and ad spot were inspired and created with the Bay Area at its centre. The spot features music from Bay Area artist LiTTiE. Bay Area residents can look forward to seeing the spot on cable and streaming TV, social media, and 600+ digital and still billboards across the region.

“Being from the Bay means being a disruptor, challenging norms,” said Stephen Goldblatt, founder and creative director of Partners in Crime. “Everyone who touched this creative work has a deep history in the Bay Area—from the production team to the music to the actors—and had a real stake in making something impactful for this incredible new sports franchise. The Bay Area is a uniquely fan-driven community, and we were privileged to be a part of the campaign that ties our community together.” 

Bay FC will kick off its inaugural season in March 2024 at PayPal Park in San Jose. Season tickets are now available for purchase at bayfc.com with single-game tickets coming soon. Fans can also follow @wearebayfc on social channels for more exciting announcements to come.