NWSL breaks attendance records: What's driving women's soccer?

Undeniably, women's soccer is on the rise. Not so long ago, the sport was still considered merely a fraction of the sports world; that has changed, though. The 2024 NWSL season has shown the immense impact women's soccer can make in terms of fan engagement and, of course, viewership. Impressive crowds and records being shattered-many would agree-the future does look bright for women's soccer.

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It was a historic weekend, as the NWSL surpassed 1.5 million viewers during the regular season-a huge milestone for the league. That record during the match Chicago Red Stars vs. Orlando Pride confirms further that women's soccer, handled right, will bring massive viewership and break new ground.

Loyal and Growing Fanbase

For a third consecutive year, over a million fans have attended NWSL matches. But 2024 is different. Reaching this many by Week 13-the fastest pace ever-showcases how women's soccer interest is improving season over season. The league is averaging 11,500 fans per game and is on pace to reach 2 million spectators by the end of the season.

This did not happen in a vacuum. League expansion-from Bay FC and Utah Royals additions to the strengthening of already existing teams-meant more fans got to see top-flight women's soccer close to them. That, combined with iconic events such as Alex Morgan's retirement-about 26,000-plus came for her last game-keeps growing a passionate and ever-growing fanbase.

Alex Morgan Factor

It's impossible to talk about women's soccer without mentioning one of the most influential players, Alex Morgan. Her retirement was a defining moment not only with regard to the NWSL but toward the sport in general. Morgan's final match with the San Diego Wave drew in 26,516 fans at Snapdragon Stadium, outdrawing a Manchester United friendly at the same venue. With the massive popularity of Morgan, she has definitely contributed to increasing women's soccer viewership.

Morgan, ranked the most marketable female athlete in the world in 2023, just behind Messi and LeBron James, and whose impact is extending far beyond soccer. The crowds are diverse. The sport is visible. The farewell game by Morgan was representative of just how large crowds and social media engagement was possible in regard to women's soccer. 

Fan Experience

It's not only in special events, such as retiring a star player, that attendance in the NWSL increases. The league itself is making sure it's an experience in itself to go to one: comforting amenities around and within the stadium, affordable ticket prices. Whatever it is, women's soccer in the United States wants to provide quality live experiences.

For that reason, all signs point to the NWSL continuing to grow. So far, these numbers are impressive, but the future potential is much greater. With an average of 11,500 per game and with the two-million mark in view, this league is proving demand and interest in women's soccer is real countrywide. When setting NWSL's numbers up against historic international soccer crowds like Barcelona's 91,648 against Wolfsburg in the Champions League semifinal, or the 87,192 at Wembley for the 2022 Women's Euro Final, this league indeed has a lot of room to grow. If the NWSL keeps the pace, investing heavily in expansion while bringing top-shelf experiences to their fans, those types of milestones aren't that out of reach.

Investment is Key

Over the last couple of years, women's soccer has been growing rapidly both in popularising the sport and its professionalism. When considering milestones such as the recent one where NWSL surpassed 1.5 million viewers, it is easy to see why its future will be bright. But for that bright future to continue and be a sustainable growth, there is one thing required: further investment.

Investing in women's soccer isn't just about financing teams or competitions; it is actually a strategic move that makes the sport reach its full potential. For example, NWSL has resulted in infrastructural investments, marketing, new teams, and growth in quality for players' conditions; these have been some of the aspects contributing to increased attendance, boosting and strengthening the league as a whole. This is barely a starting point. For women's soccer to find its rightful place among the current global powerhouses, more financial and structural support will be required.

They have made their demands clear: that where the sport is properly managed with good infrastructure and investment, then it can reach great heights. After all, passion for soccer isn't limited to just the men's game, and this is evident from match to match.