Business of National Women's Soccer League (NWSL) - Property Profile, Sponsorship and Media Landscape

Abstract

An analysis of the current business landscape in the NWSL, including a look at the current state of the league's sponsors, media rights and club sponsorship portfolios

Angel City had the highest average attendance last season at 19,105.

Orlando Pride recorded the lowest average attendance of all NWSL teams at 4,385.

Last year's Championship game between Portland Thorns and Kansas City Current averaged 915,000 viewers on CBS Sports, up 71 percent from the 2021 Championship game, which averaged 525,000 viewers.

The 2019 Championship game averaged 166,000 American viewers on ESPN, demonstrating the growth of the NWSL and women's soccer in general. The average price of an annual NWSL sponsorship deal for the current season is $2.16 million.

Nike's deal with the league to supply kits to all 12 clubs is worth $5 million annually and ranks as the most valuable sponsor on the NWSL's roster.

The finance industry has the most deals with NWSL for the 2023 season, dominating 33 percent of the league's roster.

Ally serve as the NWSL's official banking partner and are the official sleeve partner for every NWSL club. The deal is worth $4 million annually, ranking as the second most valuable deal. GlobalData estimates that sponsorship revenue of Orlando Pride is highest in 2023 season, while the greatest number of deals are acquired by Racing Louisville FC.

San Diego Wave FC is estimated to receive the smallest income from sponsorship partners across the 2023 season according to GlobalData, with $1.36 million annually.

The pharmaceuticals & healthcare sector is the most prominent with 39 deals across NWSL teams.

Beverages is the next most active brand sector in the NWSL sponsorship landscape for 2023, with 33 deals.

Key Highlights

With over 500,000 followers on social media platforms such as Facebook, Twitter, and Instagram, Orlando Pride is currently the most popular team in the NWSL. The least popular team in the league is Racing Louisville, with a combined social media following of 76,887. Angel City FC is the most appealing team to watch live in stadiums in the NWSL, with an average attendance of 19,105. The NWSL Playoffs draws millions of Americans each year to tune in for the conclusion of the NWSL season. Last year's Championship game between Portland Thorns and Kansas City Current averaged 915,000 viewers on CBS Sports, up 71 percent from the 2021 Championship game, which averaged 525,000 viewers. The NWSL's most lucrative deal is with Nike, bringing in $5 million per season. The deal sees Nike become the official kit supplier for every NWSL club and have done so since the league's inaugural season in 2013, with Nike being one of the founding partners in 2012.The largest front-of-shirt deal is between Orlando Pride and Orlando Health, worth an estimated $5 million annually. Pharmaceutical & healthcare companies dominate the top spending sector list making up seven of the top 15, with Orlando Health spending the most at $5 million annually. Algorand spend the most on NWSL only sponsorships, with $1.75 million annually. All of this spend is on one deal to serve as NJ/NY Gotham's front-of-shirt sponsor in a three-year deal. Orlando Pride have the highest annual sponsorship revenue of any NWSL club, with a total annual sponsorship revenue of $12 million.

Who Should Buy

Analysts who are attempting to understand the current sponsorship and media dynamics in the NWSL, and who leads the way commercially amongst NWSL clubs.

Viewership industry professionals who want a detailed analysis on the current state of the NWSL, and what the next few years may have in store for the league.

Sports industry workers who want to further understand how the NWSL is progressing and how much it lags behind the men's game.

Scope

• This report provides an overview of the current situation regarding kit supplier, shirt sponsor and sleeve sponsor deals for all 12 NWSL teams.
• It also identifies the current state of the NWSL's media landscape. This report looks at the league's social media following, in comparison to other women's leagues around Europe, as well as the participating clubs.
• The report provides a detailed analysis of all 12 teams in the NWSL, and their current sponsorship outlook as well as expiring deals, and newer upcoming ones that have been agreed.
• A detailed look at the league's sponsorship portfolio and generated revenue, as well as the challenges involved in growing the league's commercial profile.

Reasons to Buy

• For those wanting an in depth analysis of how the NWSL is currently performing.
• General metrics for the NWSL such as attendance numbers and social media followings are included.
• The report will also be of interest to those who are interested in the kinds of brands that have sponsorship deals in place with the NWSL, and its clubs. Identified are the most prevalent sectors and brands, as well as the biggest revenue generators of these aforementioned sectors.