Alex Morgan tops jersey sales as NWSL drives major growth in women's soccer market

Women's soccer is growing fast in America, and NWSL jersey sales are the perfect reflection of this expansion. Retailer Soccer.com for the first time offered all 14 team jerseys from the league, and the fan response was overwhelming. Brian Berklich, the company's marketing director, told The Athletic there was "significant growth" in NWSL sales in 2024, though he didn't disclose exact figures.

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In previous years, access was limited to jerseys; only a few teams were available to buy. However, this season marked a turning point in that respect, with all teams included. Soccer.com's partnership as the official retailer for the NWSL Players Association was integral to the extension of reach this season, offering a deeper analysis of fan demand and opening doors toward the commercial growth of women's soccer.

San Diego Wave and the "story behind the kit"

The San Diego Wave was one of the top-selling jerseys in the league. In states that didn't have a local NWSL team, the Wave still reigned atop many sales lists, as their striking design combined with the popularity of its players. As Berklich referred to, the Wave's primary jersey is all about the "story behind the kit", reflecting the colors from the San Diego sunset.

"Some kits have a clearer story that resonates with fans," Berklich said. In the case of Wave, the visual and emotive messaging was connecting well with not just local fans but also with those that were more lifestyle-driven.

What else sealed the deal? Alex Morgan-one of the most well-recognized women's soccer players in the world and a member of the Wave. Morgan's kit led all 2024 sellers on Soccer.com, propped up by the recent reveal of her retirement.

Selling factors: The phenomenon of the jersey selling well for either team or player rests on a combination of factors: the performance factor of the teams on the pitch and factors related to design, visibility of brands, and emotional attachment with fans. Teams like the Houston Dash and Bay FC have yet to create any ripples in sales. Also, mediocre results by Houston in combination with Bay FC being a new club, having temporary jerseys during their first year, were factors working against relatively high visibility for both teams.

For individual players, the drivers for jersey sales are popularity, accomplishments, and membership on a national team. Unsurprisingly, the top 10 best-selling jerseys on Soccer.com in 2024 include members of the USWNT or other highly-ranked national teams. The only player under age 20 to break into the list is emerging talent Alyssa Thompson, thanks to a confluence of great factors: being the number one pick in the 2023 NWSL draft, being part of the USWNT.

Historical availability is just one reason

For years, access to women's soccer jerseys was limited, even during major events like the World Cup. But with the growing appetite, suppliers like Nike and Adidas have only recently increased their options for national teams. Club jerseys had remained much harder to find-until now. The NWSL had been promoting in that respect, keeping up with the demand of its growing fan base.

Today, fans can purchase customized jerseys for any NWSL team or player-a far cry from how things used to be. Berklich echoed that the more visible leagues become through media and local communities, the more players and teams are in focus, thus creating demand: "As leagues increase their visibility in the media and local communities, the focus on players and teams also grows, driving demand."

A bright future for women's soccer merchandise

The market for women's soccer jerseys in the U.S. is only just tapping into its full potential. Still evolving, the NWSL and growing interest in women's soccer are expected to be followed by retail trends. Berklich added that increased visibility of the leagues, combined with fan engagement and local community support, will help sustain momentum.

I really do think that women's soccer, as a retail business, will continue to grow. As the league itself grows, and interest in it expands, we'll see the market for jerseys and related products keep pace with that trend.