NWSL: Investment key to sustaining World Cup bump
While record crowds at National Women’s Soccer League games are evidence of a World Cup bump, players want the momentum to extend beyond the ticket office.
Portland drew a league-record 25,218 fans to a game against the defending champion North Carolina Courage earlier this month, and last weekend Sky Blue staged its first game at Red Bull Arena before a club-high 9,415 fans. The Chicago Red Stars had to open the upper-deck section at SeatGeek Stadium when they drew more than 17,000 to a post-World Cup game.
Across the league, attendance is up about 15% overall this year, with the most dramatic swings coming after the United States’ victory this summer at the Women’s World Cup in France. That’s the bump: Both the NWSL and its male counterpart, Major League Soccer, traditionally see increased interest during a World Cup year.
In the NWSL, the bump is likely to be larger once the entire season plays out. In 2015, following the national team’s World Cup victory in Canada, the league drew an average of 5,046 fans per game, up from the league’s all-time low average attendance (4,137) in 2014. Following last weekend’s games, average attendance across the league was 6,917.
But players aren’t satisfied. In addition to bringing in new fans, they want sustained growth and stability. The key is investment. “We’ve won two World Cups back-to-back. We’ve done everything on the field to encourage and inspire players and kids and parents and coaches, boys and girls to come to the games,” said Carli Lloyd, who plays for Sky Blue and is a member of the U.S. team. “Now again it’s up to the people with money to market it, to buy into this, to invest in it, and to promote it.”
While the NWSL has been incrementally drawing bigger crowds since its inception in 2013, there have been recent questions about the league’s health. The league and A&E Networks terminated their broadcast agreement in February, leaving the NWSL with no TV partner. Last season, a game aired each week on the Lifetime channel. A&E surrendered its stake in the league, but Lifetime remains a jersey sponsor.
The NWSL has also been operating without a commissioner since 2017, and there’s been no new teams coming on board despite persistent rumors to the contrary. The league contracted to nine teams before the start of the 2018 season when the Boston Breakers folded.
But there have been recent positive developments beyond attendance. Budweiser announced a multi-year sponsorship deal with the league this summer. The NWSL also reached an agreement to air 14 games this season on ESPNews and ESPN2, including the playoff semifinals and the final. ESPN recently signed an agreement for worldwide rights to the league.
“I think that it’s going to take a lot of investment from owners. We want it to grow, we want big companies to come on as sponsors, like the Budweiser thing is huge. We want more teams, we want a longer season,” said North Carolina’s Sam Mewis, echoing Lloyd. It’s a sentiment that players amplified in France. “Hopefully it grows, hopefully we get more teams, and more people buy into us and realize how important it is for the women’s game — and that our NWSL gets better and better so we can get better for our national team,” Lindsey Horan said before the World Cup final.
One club that has provided something of a blueprint for NWSL success is the Thorns. The team drew an average of 16,959 fans per game last season, and that’s risen to 20,072 this year. For perspective, that’s better than the average attendance for seven Major League Baseball teams.