NWSL breaks records with rising stars and bold moves for soccer’s future in the US

The NWSL has reached a very real inflection point. From quiet growth to undeniable presence, the league took some important strides in 2024 to firmly place itself in the U.S. sports landscape. This past Sunday was more than just a quarterfinal matchup between Gotham FC and Portland Thorns at Red Bull Arena. Gotham's 2-1 win set a franchise record with 15,540 fans in attendance, symbolizing a new chapter for the NWSL.

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League Commissioner Jessica Berman gave Yahoo Sports reason beyond the numbers: visceral. A place where fans connect with the game. "This was a crowd that truly appreciated what was happening on the field," she said. It wasn't just a case of families bringing daughters to see their idols. It was more than that-passionate enthusiasts who cheered, shouted, and lived every moment.

The Power of Visibility

Historically, the NWSL struggled to enter American living rooms. Last year, none of the quarterfinals were carried on national television. This year, three were carried over major networks like CBS, ABC and Amazon. "We've gone from hidden to visible," said Berman, underscoring how that exposure fuels the league's growth.

The results have already begun to trickle in. Compared to 2022, the average attendance of the NWSL jumped from 7,894 to an impressive 11,235 in 2024, per Sportico. Besides TV ratings, there is a goal: to capture the hearts of fans. Contrasting that with MLS, which kept heavy onto the subscription model on Apple TV, the mission for the NWSL was clear: capture new audiences by making games more accessible to them.

Shining Stars Captivate

What it doesn't have in Messi, the NWSL makes up for with its constellation of stars. USWNT players like Trinity Rodman for the Washington Spirit and Rose Lavelle for Gotham FC bring in legions of fans. International talents such as Temwa Chawinga of Mali and Barbra Banda of Zimbabwe raise the level of competition. Then, of course, there would be a queen in the form of Marta from Brazil.

"Stars build leagues," Berman said. "You cheer for players, then you cheer for teams." Chawinga, who set the mark with 21 goals this season, embodies the magnetic charm of these players. Her blistering pace brings in not just wins but eye-popping goals. And Marta continues to dazzle for Orlando Pride, leading them toward the Supporters' Shield and dazzling in the NWSL playoffs. It's moments like these that attract both the casual fan and the die-hard enthusiast.

The "Force Multiplier" Effect

Berman frames the new landscape in the NWSL as one giant "force multiplier." It's not enough that it appeals to families or the most hard-core of fans. The culture is similar to those ongoing in European soccer: a set of traditions and rivalries extending well beyond the sport itself. Just last weekend was a case in point. Sunday saw the Washington Spirit play to a complete sellout of 19,215. Gotham faces off against the Spirit on Saturday in a match airing on CBS, while Sunday features Kansas City traveling to Orlando in a match on ABC.

 Looking Ahead

The NWSL knows it needs a well-conceived strategy for growth in order to be sustainable. Aggressively marketing by trying to expose as large a portion of the population as possible to its stars, the league is working on the premise of making these athletes cultural icons, and hooking up a more permanent, emotional connection for fans with the sport.

Then, of course, there is accessibility. Where MLS relies a great deal on subscription models, the NWSL is all about meeting audiences where they are, not asking them to scale any fences. This approach has favored building a diverse and loyal base of fans.

The Future Looks Bright

From the talent on offer to the competitiveness and excitement that comes with it, the NWSL seems to finally have found its rhythm. With a clear vision now for the future, the path is smoothed toward becoming one of the sterling sports entities in the U.S.

It's in that regard that Berman so eloquently captures the moment for Yahoo Sports: "There's a real product to sell here and, finally, a real media strategy to sell it." All things considered, the NWSL is ready to realize its potential. And the fans are more than ready to be part of every step along the way.