The NWSL has hired Julie Haddon as the league’s Chief Marketing Officer, Tatjana Haenni as Chief Sporting Director and Bill Ordower as Chief Operating Officer and Chief Legal Officer. 

The three senior executive hirings see both Haddon and Ordower join the league immediately, while Haenni will transition into her role over the coming months.  

“I am excited to welcome Julie, Tatjana and Bill to the NWSL family,” commented NWSL Commissioner, Jessica Berman. “Throughout the hiring process we were intentional about finding individuals who not only have the experience and qualifications necessary to succeed in these roles, but also a genuine enthusiasm for the future of the league. 

“I am confident Julie, Tatjana and Bill will add tremendous value to the league’s front office operations, and I am excited to have them on board as we continue taking the NWSL to new heights.” 

Firstly, as CMO, Haddon will oversee the planning, development and execution of the league’s advertising, media, fan/player marketing, promotions, social media, influencer, research and brand efforts across all platforms.

She will also drive the development and implementation of emergent growth strategies across the league, lead licensing and ecommerce and establish a marketing innovation pipeline in a bid to increase audiences and maximise league revenue opportunities.

“I couldn’t be prouder and more honoured to lead Marketing for the NWSL,” said Haddon on her appointment. “Working with a leader like Jessica, the players, clubs and the league staff to help grow and scale the NWSL into a global sports powerhouse is the opportunity of a lifetime.”

Haddon joins the NWSL after spending five years at the NFL, where she most recently served as the Senior Vice President of Global Brand and Consumer Marketing.

“Soccer has always been the greatest game in the world, and I am thrilled to work with this remarkable organisation, at this remarkable moment in time,” added Haddon.

Moreover, as Chief Sporting Director, Haenni will collaborate with players, league officials and stakeholders to implement sporting strategies to grow the women’s league. Previously, she has served as the Director of Women’s Football at the Swiss Football Association (SFA) where she was responsible for all women’s soccer affairs.

On her new role, she said: “I have spent the majority of my professional career developing strategies to expand and elevate the women’s game on a global scale and I’m excited to now have the opportunity to apply those strategies to the NWSL. 

“I look forward to working alongside my colleagues to create policies and programs that ensure the league continues to be both a destination for top talent and an organisation at the forefront of advancing the sport.” 

Finally, Ordower will oversee the NWSL’s player affairs and operations including the negotiation and administration of all player rosters and contracts, disciplinary process, and game and medical operations. 

He is also now responsible for all legal matters, including expansion, team acquisition and investment, governance, compliance, intellectual property, commercial transactions, investigations and litigation.   

Ordower said: “I’m excited to join the league at such a pivotal time. As women’s soccer continues to gain traction in the global sports landscape, it is imperative that we remain strategic, focused and innovative to maintain our position as the best women’s professional soccer league in the world. 

“I look forward to working with our clubs, players and partners to develop and enhance the league in meaningful ways.”   

Ordower joins the league from law firm ArentFox Schiff LLP, where he was a partner. Prior to his time at the firm, Ordower spent 23 years at Major League Soccer and Soccer United Marketing in various capacities.

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