Wondering just how warm a European summer is? Safe to say it’s the hottest ticket in town after a record-breaking 34,063 fans took in last week’s Women’s Euro opening day (the host nation’s opener) in Switzerland. Here’s to even more golazos as the group stage rolls on.

While the NWSL is on break, there’s incredible women’s soccer happening across the pond: The month-long UEFA Women’s Euro begins today in Switzerland, pitting the 16 best European squads against one another for continental glory. Let’s kick it.

Last week, Disney+ acquired the European rights for the Women’s Champions League through a five-year deal. The news is indicative of a wider trend of streaming interest in women’s sports, which offers both pros and cons for the women’s sports space.

Last Friday, the NWSL and Alex Cooper’s Unwell — the league’s new hydration partner — announced Unwell FC, an interactive fan program at select NWSL games this season. This follows the trend of beverage brands getting into women’s sports sponsorships, something marketers should lean into as they look for creative ways to stand out.

Last Friday, sports data insights platform SponsorPulse made the case for why Canada is primed for women’s soccer fandom. The latest data affirms that even though Canadian interest in the sport is surging, the North remains an oft-overlooked market for American companies looking to reach soccer fans.

Last week, it was announced that the NWSL, per CBS Sports, formally applied to the U.S. Soccer Federation (USSF) to create a new Division II league in 2026. The timing is interesting, as it comes on the heels of big shake-ups in the U.S. soccer pyramid. Let’s recap and dig into the business opportunity for brands and owners alike.

Digital insurance company Gainbridge made a major play by teaming up with the United Soccer League (USL) yesterday. The USL’s Super League is now called the Gainbridge Super League, the first-ever title partnership for a U.S. pro soccer league. The partnership illustrates how brands are starting to recognize opportunities at all levels of the flourishing U.S. soccer pyramid.

Yesterday, AI–powered sports marketing data insights platform Relo Metrics officially added NWSL data to its Relo Census product, which the company touts as a must-have tool for marketers. By adding the soccer league’s data, brands can now see the ROI of NWSL sponsorships in real time, which will likely encourage even more investment in the league.

This week, Chelsea F.C. shared financial results for the 2023–2024 season, including the valuation for its women’s side. With Chelsea reorganizing its women’s team under subsidiary BlueCo 22 Midco Limited, the WSL club is reportedly worth $257M, making it the highest-valued women’s soccer team in the world — and topping Angel City FC’s $250M valuation.

Yesterday, FIFA confirmed the hosts for the 2031 and 2035 Women’s World Cup (WWC) tournaments in 2031 and 2035 as the U.S. and the UK, respectively. While these nations were the only ones to submit valid bids by the deadline, the confirmation is still a significant milestone for both burgeoning women’s soccer markets.

Yesterday, the NWSL signed telecommunications giant AT&T as its official connectivity partner through an expansive, multiyear deal. While the partnership marks a major commitment to the women’s soccer league, it’s also a safe bet considering AT&T’s previous sports investments and the NWSL’s engaged audience.

Yesterday, U.S. media and marketing platform For Soccer released the first installment of its 2025 United States of Soccer series, which profiles women soccer fans in the U.S. The report covers how this audience of 44M women — 43% of all U.S. soccer fans — is growing in size and influence, offering insights for marketers to meet them where they are.