Why the NWSL Is Succeeding When Other Women’s Pro Leagues Failed

Before the NWSL, we had the WUSA and the WPS, both of which folded and didn’t find the success that they had hoped for. Fast forward to now, the NWSL just started their ninth season and continues to get stronger as a league every year.

It hasn’t been an easy road for the NWSL and there have been a lot of struggles for the league but things are looking up. Despite the challenges faced, the teams disbanded, and all the other setbacks, the NWSL is still here and as strong as ever. Here’s why this league is different.

Sponsorship Deals

Lisa Baird and the NWSL are securing a ton of big-name sponsors. They have sponsors in Nike, Mastercard, Budweiser, Verizon, Secret Deodorant, and recently Nationwide. All of which are major deals that will and have grown the NWSL tremendously. 

In an interview with Luis Miguel Echegaray on CBS Sports’ ¡Que Golazo! podcast, Crystal Dunn spoke about the importance of the sponsorship deals. “A major brand like Mastercard getting involved at this time is just a testament that this league is growing, and it’s going to continue to do so,” Dunn said.

Clubs are getting in on the big sponsorship deals as well. OL Reign with Starbucks, Angel City FC with DoorDash, and the Portland Thorns with TikTok. More and more big-name companies are realizing the worth of the league, these clubs, and the players, and rightfully so. 

International Competitions

The NWSL benefited greatly from the 2015 and 2019 Women’s World Cup. Teams in the league were able to capitalize on the hype surrounding the NWSL and increase their attendance in the months following the tournaments. The 2015 World Cup really kickstarted a ton of buzz around women’s soccer in the United States and since then the buzz has continued to grow. Following the 2019 Women’s World Cup, the NWSL saw record attendance numbers.

Broadcast Deals

Getting the broadcast deal with CBS was a huge step in growing the league and continuing to build on their success. Longtime NWSL fans know the struggle of trying to figure out how to watch each game week in and week out. Getting games on national television grows the audience and helps the average fan or a new fan tune in and watch the sport easily. 

Twitch is another platform that the NWSL made a broadcast deal with, an easily accessible free platform to watch. 

For the broadcast deals to be successful the league needs to pull in the viewing numbers and so far they are doing just that. According to Steven Goff via Twitter, the 2021 NWSL Challenge Cup Final brought in 534,000 viewers. That number ranks higher than two MLS matches and four Premier League games. 

Investments

Running NWSL teams cost money but something that these clubs have done is gotten the right people to invest. The key to any sports league is money and the NWSL is certainly now getting it.

Expansion team Angel City FC set the bar high when they joined with a long list of celebrities on their ownership team. Stars like Natalie Portman, Mia Hamm, Abby Wambach, Serena Williams, Sophia Bush, and so many more.

Another major investment is from tennis star Naomi Osaka who invested in the North Carolina Courage. There’s also James Harden with the Houston Dash. 

The Courage, Dash, and Angel City aren’t the only teams with big names attached to them. The Chicago Red Stars and the Washington Spirit also have notable investors. When the new expansion team in San Diego was announced, it came with the news that Jill Ellis, who led the USWNT to two World Cups, was their club president. While she may not be a celebrity, she’s a huge name in the world of women’s soccer. With this kind of support continuing to build, the league will only grow stronger.

While we only highlighted some of the reasons that the NWSL succeeded there are many. This league learned from the failures of the WUSA and WPS and has blossomed from it. 

_ 

GIRLS SOCCER NETWORK: YOUR SOURCE FOR GIRLS SOCCER NEWS