Bright lights, big city

The GIST: The NWSL’s Gotham FC made a huge announcement this week: In 2028, the team will move from New Jersey’s Sports Illustrated Stadium to Etihad Park, the massive, all-electric stadium being built in Flushing, Queens.

• This means Gotham will call NYC home for the first time in club history, and we know just how important accessibility from major cities is to driving organic growth and fandom. Goals.

The details: After a decade-long battle, MLS club NYCFC was finally awarded land in Queens to build NYC’s first soccer-specific stadium next to Citi Field, where it will boast a capacity of 25K. Gotham’s initial lease is for five years, but there are options to extend to up to 15 years.

• The digs seem swanky — a major selling point in Gotham’s press release. The stadium will have luxury suites and three distinct fan clubs, including the Tunnel Club, a seated dining area steps away from player tunnels. Plus, Gotham players will have their own dedicated locker room and merch in the stadium’s store.

The why: While some NJ fans feel left behind, the stadium will be more accessible for NYC and Connecticut residents. Former Gotham star Ali Krieger said she’s heard over the years that the current stadium is hard for NYC fans to reach, while Etihad will offer easier public transport options.

• Let’s not forget: The majority of New Yorkers don’t own a car, so getting to NJ hasn’t been easy. And the commute to Etihad will be shorter for many: Around 3M more people will live within commuting distance of the stadium.

• Accessibility has been a major pain point as women’s sports flourish, with surging fan interest justifying bigger arenas. We’ve seen plenty of women’s teams “flex up” into men’s sports venues, but we’ve also seen teams like the NWSL’s Chicago Stars move to stadiums in more convenient areas.

The effect: Location, location, location seems to be a mantra for fan engagement, too. In under 24 hours, Gotham said over 1K fans had already signed on as season ticket holders at Etihad Stadium — and they have a $28 ticket deposit sale that could encourage more interest.

• Players, sponsors, and fans are all invested in giving athletes better resources. It motivates athletes to sign, like new London City Lioness Mary Earps or returning Gotham superstar Sam Kerr, who’s coming back to an entirely different environment after nine years away from the team.

• Brands also benefit from more eyeballs and foot traffic. We know Etihad is already signed on, but only time will tell who else joins the club. Gotta get a foot in the door.

The GIST: Following success in year one, the PWHL announced the expansion of its PWHL Summer Camps program to over 30 events across 16 U.S. and Canadian cities. The camps — which feature PWHL staff and players — will take place over the next two months and welcome all ages and skill levels.

• The PWHL is keyed into fan engagement, especially when it comes to grassroots hockey participation. It’s been a factor during its Takeover Tour stops and expansion because the league understands that playing hockey personally cultivates invested fandom in the sport — which ideally converts into pro fandom. Passing the puck forward.

The backstory: Last year, the PWHL held summer camps across multiple markets, including NYC and Seattle. This year, fans wanted more: Per the league, there was a 500% increase in demand for hockey programming. The PWHL also saw increased interest from previous presenting sponsor UPS, which boosted its support for the Canadian summer camps by becoming a title sponsor this year.

The context: Local communities in both U.S. and Canadian markets have embraced the hockey opportunity through youth clinics like these. Girls’ youth hockey participation has increased to nearly 100K in the U.S., a 41% boost within the past 10 years.

• High grassroots participation also seems to be an important factor to the PWHL as it expands. One of its new markets is Las Vegas, which is in a state that’s seen a 600% surge in girls’ and women’s hockey participation since 2017 (when the NHL came to town). San Jose, another new market, ranks sixth nationally in girls’ youth participation.

Zooming out: The PWHL recognizes how crucial nurturing the participation pipeline is for the sport, and its important sponsors recognize this opportunity, too. Young girls in hockey and their families will recognize the brands making this all possible.

• Safe Software, which is headquartered in the Vancouver region, is sponsoring its local PWHL Summer Camp. This is aligned for the software company, which has partnered with the NHL’s Vancouver Canucks and says it’s committed to community impact. That’s one way for brands to seamlessly promote values alignment and bank visibility with local families. A win-win.