How the National Women’s Soccer League is building momentum for brands

May 28, 2026

The National Women’s Soccer League (NWSL) finds itself at something of a pivotal moment.

Season 14 is well underway, which is nothing to scoff at in women’s sports years; the Professional Women’s Hockey League and Major League Volleyball started in 2024, while the 3-on-3 basketball league Unrivaled and League One Volleyball debuted only last year.

That being said, the NWSL is less than half the age of the WNBA, which is celebrating its 30th season, has the institutional backing of the NBA, and arguably occupies more of the cultural conversation in women’s sports than any other pro league. This year, though, with North America hosting the men’s World Cup for the first time in more than three decades, interest in soccer has been kicked up a notch.

NWSL execs have a plan to capitalize, including a recent shakeup in leadership. After the quiet departure of Chief Marketing and Commercial Officer Julie Haddon last year, the league announced two new hires to fill her shoes in April: Rachel Epstein as CMO and Brian Kelly as chief commercial officer. THE MARKETING BREW