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50 years after Title IX, women's soccer is surging thanks to brand deals boosting visibility

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50 years after Title IX, women's soccer is surging thanks to brand deals boosting visibility

With two World Cup wins, an Olympic bronze medal, and experience in multiple pro leagues around the world, Christen Press is one of the most prolific soccer players of the time. But fans would be hard-pressed to find digital evidence of her early career highlights from when she competed in Women’s Professional Soccer (WPS), the precursor to the National Women’s Soccer League (NWSL) that folded in 2012.

“If you go back and try to find highlights from my first years as a pro, you can’t,” Press told Marketing Brew. “You can find US Women’s National Team (USWNT) highlights always, but that’s what you’ll find. It was like that was my only job.”

Now, highlights of Press—or, really, any other pro women’s soccer player—are abundantly available, just one indication of just how much the landscape of women’s sports has shifted in the last few decades. More than 50 years after the passage of Title IX made it possible for more girls to succeed in sports in grade school, the talent pool of women athletes is deeper than ever, media outlets are showing women’s sporting events in prime time to record-breaking audiences, and major brands are funneling sponsorship dollars into the ecosystem.

Sport to sport, it’s not exactly clear what should be credited with kicking off the boom. But does it matter? Thirteen years after the founding of the NWSL, women’s professional soccer seems here to stay in more ways than one, with two of the biggest revenue drivers in sports—media rights and sponsorships—abundant enough to prop up two pro properties.

Ready for prime time

One of the biggest changes in the women’s soccer ecosystem in recent years has been media coverage of the sport. In the days of the WPS, and even more recently, fans often struggled to find games on TV aside from international tournaments like the World Cup and the Olympics every couple of years.

“When I started playing in the WPS and my first days of the NWSL, I was playing in front of a couple hundred people on bleachers in high schools and colleges,” Press remembered.

It wasn’t until 2022 when CBS Sports aired the NWSL Championship in prime time for the first time, but when it did, the game became the most-watched NWSL match in history, with 915,000 viewers, a 71% increase from 2021, per CBS. (The 2024 Championship beat that record, averaging 967,900 viewers, according to the NWSL.)

The deal for prime-time coverage in part came about thanks to Ally Financial, a years-long sponsor of the NWSL and many other women’s sports properties, which played a key role in conversations with the league and the network.

“You’ve got this vicious cycle that’s never going to be broken unless the brands jump in and kind of force systemic change,” Ally CMO Andrea Brimmer told Marketing Brew at the time. “It takes the brands sitting at the table to demonstrate that they’re willing to come in, that they’ve got the money to invest, but that they need the networks to think differently about the way that they’re selling media and the way that they are giving women’s sports timeslots and the platforms that they deserve.”

The NWSL’s current four-year media rights deal, signed in 2023, indicates a much different approach from networks and streamers, spanning coverage across CBS Sports, ESPN, Prime Video, and Scripps Sports; it’s reportedly worth $240 million. As of the mid-point of the current NWSL season, livestreams of matches were up 34% year over year, with 1.2 billion minutes viewed, according to the league. Women’s soccer fans can also watch pros play on Peacock, which holds the media rights to the Gainbridge Super League, a new pro women’s soccer league that kicks off its second season on August 23.

New media

While major media outlets play a big role in whether women’s soccer is widely available to audiences, the ecosystem has also been thriving thanks to athletes taking matters into their own hands, leveraging channels like social media and podcasts to increase visibility of the sport.

“Social media completely changed the landscape for women’s sports in a really powerful way, because before, you had all these legacy media channels that really acted as middlemen,” said Tobin Heath, an NWSL and USWNT icon who announced her retirement in July. “Once a year you’d get this terrible window, never prime time, and always it was through a lens of what the patriarchy wanted to see in women’s sports, which was obviously extremely narrow and really didn’t represent our sport’s culture at all.”

That frustration led Heath and Press, who are married, to found Re—Inc, a sports media company that publishes newsletters and podcasts meant to represent “gal culture,” which Heath described as an answer to “bro culture.” Their podcast, The Re—Cap Show, joined the Audacy network for distribution and global ad sales in July, part of a larger wave of growing interest in women’s sports podcasts.

Heath and Press aren’t the only soccer icons who have carved out their own media channels. Former USWNT co-captain Alex Morgan has Togethxr, the media and commerce company she started with Olympic snowboarder Chloe Kim, Olympic swimmer Simone Manuel, and basketball legend Sue Bird. Bird also founded production company A Touch More alongside her partner, Megan Rapinoe, another retired USWNT co-captain.

Through these platforms, the players can bypass legacy media companies and engage directly with fans on their own terms, which wasn’t always an option for athletes. Brandi Chastain, whose penalty kick delivered the USWNT the World Cup in 1999 and who went on to work with brands including NikeGatorade, and Bud Light, said she sometimes thinks about what her sponsorship roster could have looked like had she been playing in 2025.

“In terms of brands and branding, gosh, I think there’s a part of me that wishes that there were all these resources that existed,” she said.

Brand ball

As the audience for women’s soccer has grown, so too has its list of sponsors. This year, the NWSL kicked off its 13th season with 13 sponsors, including first-time brands E.l.f. Beauty and Alex Cooper’s Unwell Hydration. E.l.f.’s involvement represents a broader trend of beauty brands, which haven’t historically invested much in sports, leaning into sports sponsorship opportunities across leagues, including the NFL and WNBA. In August, E.l.f. further upped its investment in women’s soccer by signing NWSL players Melanie Barcenas, Abby Dahlkemper, Lo’eau LaBonta, and Jaedyn Shaw to its talent roster.

For brands, women’s sports are particularly compelling because the audience tends to encompass different consumers than men’s sports audiences, Super League President Amanda Vandervort told Marketing Brew. In pro basketball, for example, only 5% of Golden State Valkyries season-ticket holders also have Warriors season tickets, despite the teams sharing both an arena and a sport, a standout stat for founding partner JPMorganChase.

“There’s so many communities who haven’t had access to women’s pro soccer, and when you add that to the growing interest, the demographics and behaviors of our fans, and the opportunity for brands and sponsors to get in front of a whole new audience, it just makes business sense,” Vandervort said. “Now, we’re having real conversations about the return on the investment in women’s professional soccer.”

This year, the Super League announced Gainbridge had purchased the league’s naming rights, and it’s only seen an uptick in inbound interest since then, according to Vandervort. The league also has several endemic sponsors, including kit provider Capelli Sport and ball manufacturer Select.

In the NWSL, jersey sponsorships are breaking records at breakneck speed. Last year, Bay FC reportedly had the biggest back-of-jersey deal in the league with Trader Joe’s, and in February, Gotham FC and Dove reportedly broke the record again. Days later, the Portland Thorns and Ring were said to have agreed to the biggest deal in league history, exceeding $2.6 million.

“It’s not just about the dollars,” Matt Soloff, SVP, partnerships and business development at the NWSL, told us. “It’s about leaning into brands that want to lean into us at the highest level.”

Amazon, for instance, has a wide-ranging relationship with the NWSL that includes streaming rights to Friday night games and a playoff match on Prime Video, as well as an exclusive retail sponsorship for Amazon and the presenting sponsorship of the league’s Best XI Awards for Amazon Prime. The company also worked with the league and other media partners, including Togethxr, for a docuseries about the 2024 season.

It was the “rabid fanbase and the growth” of the league that made it stand out to a sponsor as big as Amazon, according to Deb Curtis, global director of marketing for Amazon Prime.

“The growth and the excitement around women’s sports, and obviously the NWSL, is incredibly energizing,” Curtis said. “Fandom fuels growth, and so we see our role as being able to go deeper. People know our brand, so how can our brand help to enhance that experience?”

Brand sponsorship dollars can also be invested back into the leagues, creating a virtuous cycle for women’s soccer.

For some players who have seen the industry shift in real time, it feels like vindication.

“What’s been proven is people love women’s sports,” Heath said. “That’s just the truth, and also, they love women’s athletes as people. Brands love women’s athletes. They’re more approachable. They’re better at marketing.”

This report was originally published by Marketing Brew.

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Kentucky set to host volleyball regional

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LEXINGTON, Ky. — The University of Kentucky is hosting the 2025 NCAA Volleyball Lexington Regional. Matches will be played Thursday and Saturday at Memorial Coliseum.


What You Need To Know

  • Kentucky hosts the 2025 NCAA Volleyball Lexington Regional at Memorial Coliseum, with matches Thursday, Dec. 11, and Saturday, Dec. 13.
  • Top-seeded Kentucky opens vs. Cal Poly at 3:30 p.m. ET Thursday; No. 2 Arizona State plays No. 3 Creighton at 1 p.m. ET; both matches air on ESPN2 
  • Thursday’s winners meet in Saturday’s regional final, with the winner advancing to the NCAA Final Four in Kansas City, Missouri
  • All-session tickets go on sale Monday at 10 a.m. ET through UK Athletics


Top-seeded Kentucky opens play Thursday afternoon at 3:30 p.m. ET against Cal Poly, who beat the No. 4 seed USC in five sets Friday to advance. In the regional’s opening match, second-seeded Arizona State will play third-seeded Creighton at 1 p.m. ET. ESPN2 will have live coverage of the matches Thursday, with both also shown live on the ESPN app. The two winners of Thursday’s matches will meet Saturday afternoon in the regional final, with the winner advancing to the NCAA Final Four the following weekend in Kansas City, Missouri. The Lexington Regional final on Saturday will be aired live on the ESPN networks, with a time to be announced Thursday.

All-session tickets for the 2025 Lexington Regional go on sale Monday at 10 a.m. ET through UK Athletics by calling the ticket office at 859-257-3838 or visiting the ticket office in the Joe Craft Center. Fans interested in purchasing single-session tickets can acquire those tickets beginning at 10 a.m. ET Tuesday. One ticket will get fans into both regional semifinal matches Thursday.

2025 NCAA Volleyball Lexington Regional Memorial Coliseum — Lexington, Ky.

Thursday, Dec. 11

  • Match 1: 1 p.m. ET — (2) Arizona State vs. (3) Creighton [ESPN2]
  • Match 2: 3:30 p.m. ET — (1) Kentucky vs. Cal Poly [ESPN2]

Saturday, Dec. 13

  • Match 3: Time TBA — Winner Match 1 vs. Winner Match 2 [TV TBA] — Winner advances to NCAA Final Four



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El Paso volleyball player Giselle Gandara named MaxPreps All-American

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Dec. 7, 2025, 9:15 a.m. MT

Eastlake High School volleyball player Giselle Gandara has been named to the MaxPreps Freshman All-American volleyball team.

The 5-9 outside hitter had 427 kills, 378 digs, 66 blocks and 53 aces for the Falcons, who finished 36-5 and won two playoff matches this past season. She is one of five Texas players on the 20-person team.

“Giselle is a fantastic player,” Eastlake coach Roel DeAnda said. “She has a strong work ethic and her future is bright. It’ll be great to see her compete in the next three years.”

Eastlake’s Giselle Gandara  was named to the MaxPreps Freshman All-American team. She is seen here hitting the ball against Chapin during a volleyball match at Eastlake High School on Aug. 12.

Gandara’s sister, Genna, is the setter for Eastlake and is a junior.

“To see Giselle’s growth as player has been amazing,” Genna said. “She’s hard working and plays with confidence,”

Added Giselle: “It was a blessing for the great season we had as a team. Playing alongside my sister Genna helped me so much, I learned a great deal from here. I wanted to make an impact as a freshman. I wanted to prove people wrong this year and that I could play at a high level. We had an amazing team and beating Keller in the playoffs was a special moment.”



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Bump, set, spike: Dinos teach students of all skill levels volleyball during unique one day camp

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For the average junior high student, volleyball can be a counterintuitive and hard-to-learn sport. By partnering with the Calgary Dinos Men’s Volleyball team, Andy Brar, a Teacher at Dr. Gordon Higgins School, hopes to break as many of those barriers as he can.

For a one day camp, players and coaches from the Calgary Dinos Men’s volleyball team visited the Dr. Gordon Higgins junior high school for a three-hour, two section volleyball camp, at no cost to the school or the students.

“It’s the culmination of two individuals coming together and really highlighting the beauty of their two institutions, for example, the University of Calgary and their esteemed athletic program and the beautiful diversity that exists in a northeast school like this,” Brar told LWC.

With attendance set through an open sign up, Brar said he encouraged students who are unfamiliar with volleyball to attend, as volleyball, though the root of the event, was only a piece of the camp.

“The hope for this camp would be to take these skills and apply them to their everyday life, but also to understand the next time I’m faced with the challenge or I haven’t done something before to step up and jump on opportunities,” he said.

Life skills aside, Brar valued a camp of this caliber, having university level athletes and a former Olympian as instructors at over $20,000 per student. The camp offered a unique opportunity to learn from the best, especially for the students who may have less experience with the sport.

“If you give students confidence months in advance of tryouts, you’re exposing them to a new sport. When that individual who’s giving the instruction is a two-time Olympian, it really highlights the importance of the sport and the underlying commitments of teamwork, communication and building togetherness,” Brar said.

The Olympian in question, second-year Dinos’ head coach Graham Vigrass, said the opportunity was equally valuable for the Dinos team, especially at this point in the season.

“I was excited to see how much fun our guys are having. It’s a time of the year that they’re a bit burnt out from all the practices and matches that we have and this is a bit of a refresh and gets back to their love of the game,” said Vigrass, who represented Canada at the Olympics in 2016 and 2020.

“They see kids that are pumped and excited to see them and get their autographs, I hope that it makes them understand why they fell in love with the game when they were this age, because it’s kind of easy to forget it.”

Brar, who recently was honoured with the 2025 Prime Minister’s Award for Teaching Excellence, hopes the camps can become a somewhat regular thing for his students, a feeling reciprocated by Vigrass.

“This is the first time we’ve done (a camp like this). I’m a newer coach at U of C, but this is a huge priority of mine, is to get out to community and ideally, to communities like this that don’t necessarily have that same opportunity as some others in Calgary,” he said.

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UW-Oshkosh volleyball celebrates first national championship | WFRV Local 5

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(WFRV) – The UW-Oshkosh women’s volleyball team returned to campus as national champions for the first time in program history, welcomed home by a crowd of celebrating fans.

The Titans capped a dominant postseason run with a 3–0 sweep of No. 5 La Verne in the NCAA Division III title match — completing the tournament without dropping a single set on their way to the crown.

For reaction from the team, click the video above for the full story.



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Is AI taking jobs from college graduates? Here’s what to know

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As artificial intelligence continues to make appearances in almost all aspects of our lives, there have been rising concerns for whether it’s taking jobs, especially those of new college graduates entering the labor market.

Colorado State University student Eleanora Proffitt said AI has caused her to worry for the future in an already tight labor market.

“We’re already in a job shortage,” Proffitt said. “AI should be helping us, … not taking our jobs away.”

The unemployment rate of newly graduated college students reached its highest percentage since July 2021 — 5.8% — in April, according to a report by the Federal Reserve Bank of New York. This number, compared to an unemployment rate of 4% for all workers that same month, has raised some alarms regarding AI’s impact.

Oxford Economics, a global economic advisory firm, stated in a recent report that “there are signs that entry-level positions are being displaced by artificial intelligence at higher rates.”

Various job sectors have been affected by AI differently. A working paper published by Stanford Digital Economy Lab found that between late 2022 and July 2025, areas of employment for young workers in software engineering, which SDEL referred to as an “AI-exposed occupation,” has declined by nearly 20%.

Other fields such as customer service, accounting and auditing, secretarial and administrative work, computer programming and sales revealed a similar pattern, according to the paper.

According to CNBC, Some major firms and companies such as JPMorgan Chase, Amazon and Walmart are starting to make the switch to AI for lower-level white-collar jobs because of its cheaper price and supposed efficiency. However, there are still many findings that claim AI is not a major component regarding recent unemployment rates for all recent college graduates.

“Will (AI) take jobs? Yes,” said Martin Shields, a Colorado State University professor of economics. “Will it take all the jobs? Certainly not. And will it create a lot of opportunities? Yes, it will.”

According to an article by The Budget Lab at Yale, the broader labor market has not been hugely disrupted since the release of ChatGPT — a popular AI chatbot developed by OpenAI. The lab notes that an impact on the labor market is likely to take much longer than just 33 months and can take decades to fully settle in.

A current trend in the labor market is that fewer people are quitting their jobs, and fewer employers are hiring because of economic uncertainty. This is known as a labor market tightening, which poses an even greater challenge for fresh college graduates trying to get their foot in the door.

Adjustments to technological progress has been done throughout history and are expected to a certain degree, but some are concerned that job losses may look a little different now, as AI is replacing jobs that were generally thought of as “safe.” Despite the current state of the job market, the Future of Jobs Report 2025 by World Economic Forum estimated that although AI could displace 92 million jobs by 2030, it could add 170 million new ones.

These positions could be in areas of AI development, research and safety, as well as robotics.

“People who can use the technology, lead the use of this technology, communicate it, can check it, can ask it the right questions — those people will thrive with that skill set,” Shields said.

A report by Lightcast, a labor insight platform, found that in an analysis of over 1.3 billion job postings, there has been a surge in demand for AI skills — and higher average pay for jobs that required them.

CSU alumnus and Chief Operating Officer for ZenRows, a web data company, Robert Mata said he has been in tech for 15 years and pays close attention to AI usage when hiring. Mata is not just interested in whether new hires use AI, but more so how they use the tool in the context of the role they are applying for.

“It goes way beyond, ‘Hey, do you use AI daily for X, Y, Z?’” Mata said. “It really depends on the role and the usage of AI.”

Mata said he has had to assess how potential candidates for various positions utilize AI. For example, he asks applicants for sales positions how they use AI to better find leads, source data, acquire contact information and more.

Taking on the potential growth and challenges brought by AI, CSU has begun integrating AI literacy into higher education. The webpage titled AI @ CSU has news related to AI, resources for learning how to use AI and pages describing the institution’s mission and vision with AI.

CSU also offers a range of classes available to students who wish to expand their skills in AI, with more to come. As the job market adjusts to new technology, experts suggested that no matter what field students dream of working in, learning how to better navigate AI and use it as a tool are what experts and the job market are alluding to as crucial in this job climate.

“Let’s use this tool,” Shields said. “Let’s recognize its limitations. Let’s recognize that there are a lot of things that we can do that it can’t and hone in on those skills.”

Reach Katya Arzubi at news@collegian.com or on social media @RMCollegian.





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Kenlee Barnard leads Courier & Press 2025 All-Metro volleyball team

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Dec. 8, 2025, 3:02 a.m. CT

EVANSVILLE — Ashley Kaczmarski remembers when everything clicked into place this season.

Her North High School volleyball team was on the road at Heritage Hills. The Huskies lost the second set to the eventual sectional champions. Kaczmarski sensed her group was off that evening — none moreso than star setter Kenlee Barnard.

The coach pulled her senior captain aside during the break with a message: the team needed her. What transpired that night, and by extension the rest of the season, summed up what many in the program already knew. Barnard was going to lead the way.



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