The National Women’s Soccer League (NWSL)–whose 2025 season kicks off tomorrow–is on fire. Sponsorship deals across the league surged 19% last season versus the previous year–outpacing other women’s sports leagues, as revealed in our new Women in Sports Report–and highlighting the NWSL’s status as a commercial powerhouse on the rise. Attendance also surpassed two million spectators in 2024 for the first time in the league’s history.

A key driver behind this jump? The arrival of Bay FC and the Utah Royals last year, two expansion teams that have already attracted top-tier partnerships across the finance, healthcare, and business services industries. Bay FC announced the largest back-of-jersey sponsorship deal in the league with private equity giant Sixth Street–the team’s majority owner–last March, while the Utah Royals joined forces with Intermountain Health in a multi-year partnership last February.  

And the league’s momentum shows no signs of slowing down, with Boston and Denver teams poised to join the NWSL in 2026–providing prime new sponsorship opportunities for brands keen to capitalize on fresh fan bases and untapped regional markets.

Predictably, a long list of savvy brands are already scrambling to gain a foothold in the league as its profile soars and its teams’ sponsorship stables grow. Racing Louisville FC tops the list with an impressive 120 deals, partnering with blue-chip brands like Pepsi, PNC Bank, and SeatGeek. North Carolina Courage follows with 61 sponsorships–Lenovo, PrizePicks, and Bojangles among them–while Kansas City Current takes third with 47 deals, including link-ups with notable names like Ally Financial, Bank of America, and Samsung.

Speaking of, Ally Financial emerged as the most active brand in the NWSL last season with 15 sponsorships, followed by Nike with nine deals. With five partnerships each, Gatorade and SeatGeek also made their presence known in the league’s flourishing partnership landscape.

The debut of the Boston and Denver clubs next year paints a unique potential picture for brands eager to partner with them from the get-go. Not a single league sponsor is currently headquartered in either city–offering a golden opportunity for Boston- and Denver-based brands to become the new teams’ foundational sponsors, and stake a key claim in what will surely be two highly engaged and fast-growing fan markets.

With a dynamic pool of new sponsors (and many more to come), record-breaking attendance, landmark media rights deals, and increased investment across the board, the NWSL has cemented its standing as a premier destination for brands looking to align themselves with women’s soccer’s thrilling ascent to the global stage.

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