Women's football is already a complete success thanks to good marketing

Cristen Press, a renowned soccer player with two World Cups and an Olympic bronze medal, has been a fundamental part of the evolution of women’s soccer in the United States. Her professional career began in the Women’s Professional Soccer (WPS), although it is difficult to find records of those beginnings due to the lack of media coverage. “If you go back and try to find highlights from my early years as a professional, you can’t,” Press commented, reflecting a reality that has changed drastically in the last decade. More soccer! Since the existence of the WPS, which dissolved in 2012, media coverage of women’s soccer has […]

Cristen Press, a renowned soccer player with two World Cups and an Olympic bronze medal, has been a fundamental part of the evolution of women’s soccer in the United States. Her professional career began in the Women’s Professional Soccer (WPS), although it is difficult to find records of those early days due to the limited media coverage. “If you go back and try to find highlights from my early years as a professional, you can’t”, Press commented, reflecting a reality that has changed drastically in the last decade.

More football!

Since the existence of the WPS, which was dissolved in 2012, media coverage of women’s soccer has grown significantly, reaching record audiences. The NWSL, successor to the WPS, marked a milestone in 2022 when CBS Sports broadcast the championship in prime time, achieving 915,000 viewers, which translated to a 71% increase compared to the previous year. This increase is not only a reflection of the growing interest but also attracts significant sponsorships.

The current media rights contract of the NWSL, valued at 240 million dollars and signed in 2023, covers several broadcasting platforms, including CBS Sports and ESPN. According to the league, match viewership has grown by 34% year over year, demonstrating that fans are increasingly seeking sports content.

In addition to the boost provided by traditional media, athletes are leveraging social media to connect with their fans and give visibility to women’s soccer. Tobin Heath, also a soccer player and Press’s wife, mentioned that these platforms have changed the landscape, allowing female athletes to present their stories directly to the public. The combination of increased media visibility and the emergence of new sponsoring brands reflects a significant shift in market perception towards women’s soccer.