From Barge to Pitch: How We Helped Launch the NWSL Floating Pitch

The Brief

We partnered with our friends at Skylark on a record-breaking activation to celebrate NWSL’s 2025 Championship in San Jose.⁣ We were approached to help produce this out-of-the-box activation, which would feature a fully functioning pitch below the Golden Gate Bridge to promote not only the Championship game but also the rising momentum of women’s soccer.

Our Role & Contribution

Our team played a key role in transforming a historic 110-foot WWII naval barge into a floating soccer field for the NWSL Championship. The process began with a detailed on-site survey conducted a month in advance, allowing us to capture precise dimensions and account for the unique challenges of a water based installation. Using the information we gathered onsite, we created initial renderings that translated the client’s graphic direction into a visual plan, aligning everyone on the visual layout, all before production even began. These renderings helped inform our production decisions, from turf layout to perimeter branding and logo placement.

After receiving approvals on our initial renderings and proofs, we began production at our facility in Englewood, Colorado. Our team produced upwards of 60 sheets of black coroplast branded panels and over 2,400 inches of custom banners to further sponsorship opportunities. We sourced and custom cut over 1,300 inches of turf based on the information gathered from our site survey. Our production team painted all field markings and logos directly onto the turf to mimic a real soccer pitch. We were also tasked with creating additional sponsor logos that could be swapped in and out of the field at different times throughout the activation. It was no easy task to turn a working barge into a functional and visually striking activation, but it sure was rewarding.

Execution & Activation

A project of this scale called for an all hands on deck approach from every department at our company. From logistics and transportation managed by our account team, to rendering and file setup in the creative department, to fabrication and production of the graphics in our production department, to the installation of the graphics by our install team across the country. This activation was nothing short of spectacular, and it took the entire team to reach the outcome we achieved.

No activation is ever met with smooth sailing, but that is half the reason we love these types of projects. We worked through a few challenges for this project, like safety regulations during installation. Let us tell you, installing graphics with life jackets on isn't as easy as it sounds. We also discovered that high and low tides both bring their individual challenges to the table when installing graphics on a structure in the ocean, but for our team, this was a fun problem-solving exercise.

Results & Impact

With a high visability project like this one, we love to see the numbers and impact of a successful project. We worked with our friends at Skylark to pinpoint the data that was collected from the activation.

• 1.18 million average viewers on CBS (most-watched match in league history)

• 1.55 million peak viewers

• 114,459 fans at playoff matches, new postseason record

• 50.6 million social impressions during Championship Week

• 26 million total content views during Championship Week

• 13.2 million TikTok views (12× more than 2024)

• 34% increase in on-site merchandise sales compared to 2024

• A sold-out crowd of 18,000 at PayPal Park

• Top-tier press coverage, including CBS Mornings, CBS Sports, Yahoo! Sports, and more

How Experiential Activations Create Lasting Impact

Activations like these create a lasting impact for all the parties involved, even after the event or activation has come and gone. Creating memorable fan experiences like this one can rival traditional advertising in some consumers' opinions. 69% of consumers say they liked brand experiences, compared to just 48% who like traditional advertising. As we move into 2026, we expect to see a greater demand or initiative for activations, especially through experiential marketing efforts. At Harmonic, we're excited to deliver on other ambitious projects like this one and to help create lasting impact through projects much like this one.

Ready to Build Your Next Bold Brand Activation?

Now is a great time to plan your next brand activation or experiential event. Custom-built environments, large-scale graphics, and interactive elements are powerful tools for driving engagement and creating lasting brand impressions. If you’re exploring a bold activation idea, we’re ready to help bring it to life. Let’s chat about it today.