The NWSL’s Explosive Growth
As brands increasingly recognize the power of women’s sports, the NWSL has emerged as one of the most promising opportunities for sponsorship and marketing.
The NWSL has experienced rapid expansion in recent years in terms of team growth and financial backing. Several key indicators highlight the league’s momentum:
Record-Breaking Viewership: The National Women’s Soccer League (NWSL) experienced significant growth in viewership during the 2024 season. The league attracted a total of 18.7 million viewers throughout the regular season, reflecting increased interest in women’s soccer.
The 2024 NWSL Championship set a new record with 967,900 viewers on CBS, marking an 18% increase from the previous year.
New Expansion Teams: Adding new franchises, such as Bay FC and the return of the Utah Royals, has expanded the league’s footprint and created fresh opportunities for local and national sponsors.
Increased Valuations: Franchise valuations have skyrocketed, with teams now worth upwards of $50 million—a significant leap from just a few years ago.
Why Brands Are Investing in the NWSL
For sponsors, the NWSL represents an ideal investment opportunity for several reasons:
1. Engaged and Loyal Fan Base
NWSL fans are among the most dedicated sports fans, with high levels of engagement on social media and strong support from league sponsors. Brands that align with the NWSL gain access to a passionate audience that values corporate backing of women’s sports.
2. Strong Demographics
Women’s soccer appeals to a highly desirable consumer demographic—millennials and Gen Z, who prioritize inclusivity, social responsibility, and brand authenticity. Companies looking to connect with these audiences see the NWSL as a natural fit.
3. Lower Cost, High Impact
Compared to men’s sports leagues like the NBA or NFL, the cost of sponsorship in the NWSL remains relatively affordable. However, as the league continues to grow, early investors stand to benefit from long-term brand loyalty and rising media value.
4. Cultural and Social Momentum
The broader push for gender equality in sports has amplified the visibility of women’s leagues. Brands that invest in the NWSL are seen as champions of diversity and inclusion, boosting their corporate reputation while supporting the future of women’s sports.
Major Sponsorship Deals and League Partnerships
Several top brands have already capitalized on the league’s momentum:
- Nike remains a cornerstone sponsor, providing kits and apparel for all NWSL teams.
- Ally Financial has made major investments in the league, emphasizing its commitment to leveling the playing field in sports marketing.
- Delta Airlines, Mastercard, and Nationwide have all inked partnerships, recognizing the value of aligning with the NWSL’s growing audience.
What’s Next for the NWSL?
With a new media rights deal on the horizon, continued expansion, and increasing investment from global corporations, the NWSL is poised for even greater financial success. The league’s ability to convert rising viewership and fan engagement into long-term revenue streams will determine how far this momentum can go.
For brands, the message is clear: The NWSL is no longer just a niche sports property; it’s a thriving business and an untapped goldmine for sponsorship.
Those who invest now will not only reap the benefits of a growing league but also help shape the future of women’s professional sports.
