NWSL targets World Cup momentum in global growth push
The NWSL plans to use the 2026 FIFA World Cup to accelerate audience growth while continuing expansion, infrastructure investment and its push to become the world’s leading women’s football league.
NWSL commissioner Jessica Berman has outlined a growth strategy built around converting heightened US interest in football into sustained audiences, stronger clubs and greater commercial value.The league is using the 2026 FIFA World Cup as an opportunity to introduce more supporters to the domestic women’s game and retain them beyond the tournament.Berman said: “When they want more of that, they can turn to the NWSL because we have the best soccer league in the world.”The NWSL paused its regular season during the opening phase of the World Cup before returning as the tournament entered the knockout rounds, reducing scheduling clashes and giving the league a platform to benefit from wider football interest.Berman said the opportunity extends beyond supporters who already identify primarily as followers of women’s sport.She added: “Our theory is that when people see the best soccer in the world and want more of it, they can turn to the NWSL because the best players in the world play here.”Expansion remains central to the strategy, with Boston Legacy FC and Denver Summit FC taking the league to 16 clubs in 2026.The league is assessing further expansion for 2028, but Berman has stressed that new ownership groups must bring sufficient capital, infrastructure plans and long-term commitment.Berman said: “For the first time, our footprint will be 16 teams, which has a tremendous amount of significance.“When you look across other professional sports leagues and their expansion, it feels appropriately formidable for us to have a presence in 16 major markets.“We are future-proofing our league. We are positioning our league for sustained success. We’re in it for the long game.”Berman has linked the quality of ownership to investment in training facilities, stadium access, staffing and commercial operations rather than expansion fees alone.She said: “Our owners are investing in the things that demonstrate that they’re here to ensure that our league achieves our mission of being the best league in the world.”The NWSL’s growth has also been supported by rising attendances, stronger sponsorship demand and long-term media agreements across national broadcast and streaming platforms.The league has sought to improve storytelling and matchday experience while positioning its clubs as year-round sports businesses rather than properties dependent on international tournament cycles.The World Cup strategy includes fan events, city activations and high-profile fixtures designed to connect international football audiences with local NWSL clubs.Berman said the league’s objective is not simply to benefit from a temporary increase in attention, but to give supporters a clear place to continue following elite football once the World Cup ends.