The NWSL is getting in on soccer’s North American surge

Soccer fandom in the U.S. has historically lagged that of other sports, but passion for the game is growing rapidly, especially for those from diverse backgrounds. North America hosting the WC is expected to give that growth an enormous boost…even though many Americans can’t afford to attend a match in-person.

• For fans who are finding a new, deeper love of the sport (or are nurturing a first-time interest) but want to engage more than just watching from home, the NWSL is ready to meet them.

The centerpiece of the league’s Summer of Soccer marketing push? The NWSL is taking its show on the road, running a bus tour of World Cup–related activations across eight markets, including four WC host cities. Stops will feature “live creator coverage, fan activations, community events, [and] behind-the-scenes storytelling,” aligning with major moments on the NWSL calendar and FIFA fan events.

The Summer of Soccer Road Trip kicked off last night in Columbus, OH, with the Challenge Cup, the finale of the NWSL’s in-season tournament. It’ll also head to official FIFA Fan Festivals in Kansas City and LA, a WC watch party in Portland, NWSL matches in Denver, San Diego, and Seattle, and a final stop in NYC for Fanatics Fest, the Queens Classic on July 15th, and the WC final on July 19th.

• The Road Trip allows the NWSL to remain in the soccer fandom zeitgeist despite its five-week break in regular-season competition. It also coincides with the NWSL calendar’s restart in early July.

Individual clubs are also independently engaging with the WC beyond the Summer of Soccer initiative. The Houston Dash opened up Dash House (its version of an Olympic House) for local fans. Orlando’s MLS and NWSL teams are hosting a fan festival at Pointe Orlando sponsored by Verizon. And Seattle’s MLS and NWSL teams built a barge on the water with massive screens and a mini pitch, all sponsored by Lenovo.

Epstein says the WC “introduces a whole new set of fans to the sport,” and those new supporters need a place to channel their energy once the tournament ends. “They get swept up” in these global moments, and there’s an especially unique lift for fans living in a host country, something we saw for the Paris 2024 Olympics and the 2023 FIFA Women’s World Cup (WWC).

The NWSL wants those fans to “see the league as this natural next destination for their current or newfound soccer fandom,” Epstein said. “That's the goal of inserting ourselves in the conversation with content in experiential sort of fan engagement.”

• It’s a huge opportunity, but the NWSL needs the right “messaging” to connect this men’s soccer moment to long-term women’s soccer fandom. “If you love the World Cup, you just fell in love with world-class soccer. We are the next stop. Through content and through smart marketing, we want to drive that conversion.”

• And there’s more opportunity for fan conversion just around the corner: The 2027 WWC kicks off next June. Epstein wants to connect “club and country” in the minds of soccer fans, because when they’re rooting for the USWNT, they’re also rooting for many NWSL players.

It’s not just sports leagues cashing in on soccer’s momentum. Existing NWSL partners are deepening their sponsorships through Summer of Soccer activations.

• 💊 Tylenol just launched a new campaign through the Summer of Soccer that’s driven by athlete storytelling and also spotlights fan stories.

• ❄️ Yeti and Tylenol are co-sponsors of the tour.

• 💄 E.l.f. showed out at the first stop in Columbus and will activate around the last stop in NYC.

E.l.f. cited a compelling stat that illustrates the value of being associated with IRL fan events — 55% of U.S. adults see them as a “key expression of fandom,” which also affirms recent Booking.com data.

• Like Epstein, brands see this as a unique opportunity to not only meet new soccer fans, but to begin telling stories about NWSL players and connecting them to the bigger picture. Because if you love soccer, you’re going to love seeing the beautiful game grow.