The National Women’s Soccer League (NWSL) aims to harness the momentum generated by Team USA’s triumphant performance at the Paris Olympics. With the regular season kicking off this weekend, excitement is palpable as fans anticipate the return of their favorite players.
This season marks a significant opportunity for the NWSL, especially since the U.S. women’s national team has not celebrated a championship since the 2019 Women’s World Cup. The team’s recent gold medal victory, achieved through an undefeated run culminating in a 1-0 win against Brazil, has reignited interest in women’s soccer.
As the NWSL resumes play after a month-long Olympic break, the league is primed to benefit from the increased attention surrounding women’s soccer. Historically, a successful international showing has led to a surge in fan engagement, and this year is expected to be no different.
The NWSL experienced one of its largest attendance increases in history following the U.S. team’s 2019 World Cup victory, with a nearly 22% rise in attendance. Although the pandemic caused a slight dip in numbers the following year, viewership for the NWSL championship game surged by 43% that same year.
According to league officials, this is the first time the NWSL has a structured approach to capitalize on Olympic success. Coordinated efforts across all clubs will ensure fans can celebrate the returning stars, creating a festive atmosphere that enhances the viewing experience.
The excitement isn’t limited to the gold medalists. Notably, six-time world player of the year Marta, representing the Orlando Pride, earned a silver medal with Brazil in her final major international tournament. Meanwhile, Ann-Katrin Berger of Gotham FC made headlines by saving a penalty kick in Germany’s bronze medal match against Spain.
During the Olympic break, NWSL teams remained active, competing in a 33-match tournament against Liga MX Feminil teams. This tournament is set to conclude with a championship match between Gotham FC and the Kansas City Current on October 25 in San Antonio.
The NWSL is already breaking attendance records, having welcomed over 1 million fans in just the first 91 games of the season. The Chicago Red Stars made headlines by attracting a record crowd of 35,038 during a match against Bay FC at Wrigley Field.
In light of this growing interest, investments in the league are also on the rise. A recent record team valuation of $250 million for Angel City, purchased by Bob Iger and Willow Bay, highlights the increasing financial backing in women’s soccer.
Additionally, the NWSL and its players’ association reached a groundbreaking collective bargaining agreement that extends through 2030. This agreement not only raises wages and benefits but also grants players more autonomy in their careers by removing the college draft.
The league is also expanding, with Bay FC and the Utah Royals rejoining for this season, bringing the total number of teams to 14. Boston is set to enter the league in 2026, with another expansion team anticipated by the end of the current season.
As NWSL Commissioner Jessica Berman noted, witnessing 56 players excel on the international stage fills her with pride. She emphasizes the league’s commitment to creating an environment where players feel celebrated and appreciated, aiming to transform this moment of success into a lasting movement within women’s sports.
