The NWSL will kick off its 2027 season in Los Angeles just before Super Bowl LXI, leveraging the event to elevate exposure and engagement in women's soccer.
In a strategic move to capitalize on heightened visibility, the NWSL will launch its 2027 regular season in Los Angeles just three days prior to Super Bowl LXI, marking a significant deviation in the league's traditional calendar. Scheduled to air on ESPN, this will be a historic opportunity for the league as Super Bowl LXI will also feature simultaneous broadcasts on ABC.
NWSL commissioner Jessica Berman explained the reasoning behind this decision during a press conference, emphasizing the league's successful approach of aligning itself with major sporting events. “We have intentionally, again, seen the success we’ve had about leaning into the halo of the men’s World Cup, using that same thesis for next year,” she remarked. This strategy mirrors the NWSL's approach during the recent Men’s World Cup, where the league thrived in the spotlight, particularly by filling the New York Mets’ Citi Field for a game between Gotham FC and the Washington Spirit shortly before the World Cup final.
Strategic Timing and Media Relationships
2027 will not only see the NWSL beginning its season earlier but will also act as an important year for its media contracts. This season will be the final one under the current agreements with ESPN, CBS, Amazon Prime, and Ion. Recently, the league faced challenges as it terminated its partnership with Victory+ due to payment issues, showing that the NWSL is actively reassessing its media landscape.
Berman addressed media rights during the press conference, mentioning that the NWSL has dedicated negotiation periods with its existing media partners to ensure robust discussions about the league's future broadcasting strategy. “All of our broadcasters have expressed their continued enthusiasm and excitement for the product and all of the opportunities and milestones in the future,” Berman stated, clearly signaling a positive outlook for the upcoming negotiations. The league plans to draft a future roadmap relating to broadcast deals, particularly focusing on the league’s approach post-2027.
Exploring New Opportunities for Events
With an eye toward expanding the league's reach and fan engagement, Berman highlighted that the NWSL aims to carve out weekends for potential marquee events, such as an All-Star Weekend. The logistics surrounding the international calendar will play a significant role in this planning, as national team commitments often disrupt league play. Berman pointed out that the coming year will be crucial for determining how the NWSL can integrate more prominent events into its season.
“We understand the need to work with the ecosystem and want to make sure that as the place responsible for the daily training environment of these players, there’s appropriate allocation of weekends to help grow the business,” Berman noted. This adaptive strategy reflects the league's understanding of external influences, such as FIFA's extension of its international match calendar through 2029, impacting league scheduling.
Impressive Growth Metrics
The NWSL is not only planning significant changes for its future but is already experiencing unprecedented growth metrics this season. The league boasts a median attendance of 10,031 fans—its highest to date—alongside a second-highest average attendance of 11,174 fans per game. Moreover, merchandise sales have skyrocketed; the NWSL Shop has seen a remarkable 178% increase in sales compared to the first half of last season, while jersey sales across teams in the first week increased by 77% year-on-year.
These numbers reflect increasing fan engagement and a growing soccer culture in the U.S., particularly regarding women's sports. With the Super Bowl as a backdrop, the NWSL is poised to harness this momentum, blending the excitement of America's biggest sports weekend with its own expanding brand.
In summary, kicking off the 2027 season during Super Bowl week offers the NWSL a unique platform to enhance its exposure, inviting a broader audience to engage with women’s soccer at a crucial time. With a clear strategy for media negotiations and an eye on innovative weekend events, the NWSL is not only adapting to the landscape but actively shaping the future of women’s sports in America.
