The Biggest Sponsorship Deals in the NWSL

The NWSL is just about to begin its ninth year, and a lot has changed since its inaugural season. Most notably, the financial backings and sponsorships by not only big, notable companies, but also by individual investors. The biggest NWSL sponsorship deals in the 2021 season include new TV sponsors and big-name companies supporting the league. Notably, 2020 and 2021 saw prominent individuals start backing the league, bringing previously unseen name recognition to the NWSL.

At the start of the first NWSL season in 2013, the league had only three official sponsors. Today, the official NWSL sponsorship tally is at 23, with six newly added sponsors this season alone. When approaching the subject of sponsorship, Commissioner Lisa Baird made it clear that, in regards to sponsorships, the priority at this time is accessibility and reach — not generating revenue. That’s where the new sponsorship additions like Google, CBS, and Twitch come in. These three platforms allow fans to follow and watch their favorite teams with more ease than ever before. The new TV and streaming sponsors are debatably the best-value additions to the NWSL sponsorship roster. They allow for not only greater accessibility to games but also expose new audiences to the league. 

NWSL teams are also seeing an increase in big-name sponsors. For example, Starbucks caught everyone’s attention when they announced they would be partnering with OL Reign. Representatives from Starbucks insist this partnership is due in part to the inspiring women and leaders within the Reign organization who have used their voices to strengthen their communities and promote equality in all facets of life. 

Angel City announced DoorDash as the club’s official front-of-kit sponsor for their inaugural 2022 season. Both Angel City and DoorDash share a similar vision to Reign and Starbucks in that their interests reside in pairing football with the betterment and restoration of their communities. Partners like DoorDash and Starbucks are essential because their investments focus on community and express a sense of hometown pride and support.

The most notable sponsorship deals in the NWSL don’t come in the way of big business names, but rather in the form of noteworthy individuals. Angel City has without doubt the most recognizable and diverse list of investors. Names such as Shannon Boxx, Abby Wambach, Mia Hamm, and Julie Foudy probably stand out to you. You might also recognize names like Natalie Portman, Becky G, and Serena Williams. Other notable owners within the NWSL franchise include Naomi Osaka (who flaunted NC Courage gear throughout the Australian Open) and proud Houston Dash fan James Harden. These prominent individual investors show everyone women’s soccer should be supported every day, not just every four years.

The sharp increase in major sponsorship deals in the league is a great sign of the league’s health. As more companies and individuals realize the benefits of supporting the NWSL, the more the game grows, and that’s what everyone wants.

Featured Image via Twitter @OLReign