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.

With investment in women’s soccer on the rise globally, some of the sport’s brightest minds have teamed up to capitalize on its universal appeal in an adapted format. Yesterday, World Sevens Football (W7F) announced it would launch this May as a multi-city women’s soccer tournament.

On Friday, the NWSL kicked off its 2025 season by allowing more global access than ever thanks to new media rights deals. The league expanded its international reach through ESPN while also signing media rights packages to networks in Europe, Latin America, Asia, and Australia. Through this, NWSL content will now reach more than 130 countries.

Before the first whistle blows, here’s a look at what’s to come on and off the pitch during the NWSL’s 13th season. Let’s kick it.

Yesterday, toy company Bandai Namco made history thanks to a unique multiyear partnership with the NWSL’s Angel City FC (ACFC). The deal makes the iconic Japanese brand the first toy company to sponsor a major U.S. professional women’s sports team, one that will debut its own limited-edition Tamagotchi at its home opener this Sunday.

It’s time for the sixth edition of the NWSL Challenge Cup, the ceremonial season start that’s now celebrated with a one-game showdown between the top two teams from the season prior. Sit tight — the regular-season NWSL kickoff is one week away, but tonight’s 8 p.m. ET game is the season appetizer you don’t want to miss. Pass the nachos.

Yesterday, Scripps Sports shared plans to expand on its NWSL coverage for the upcoming 2025 season. After reaching more than 20M unique viewers in its first season covering the league, the company’s Ion network is doubling down on its NWSL investment with revamped studio production.

Last Wednesday, Prime Video announced the March 6th premiere date of For The Win, the docuseries covering the 2024 NWSL playoffs. While sports documentaries have been a mainstay in men’s sports for years, women’s soccer is now getting movie star treatment as media companies and brands recognize the market interest in covering the pitch.

The NWSL kicked off an expansive content partnership with youth sports media brand Overtime yesterday, marking the Gen Z–driven company’s first deal with a pro women’s league. By partnering with the popular social media brand, the NWSL will be able to meet younger soccer fans where they are and cultivate new fandom within the next generation.

Yesterday, NJ/NY Gotham FC inked a multiyear deal with Dove that includes a back-of-jersey sponsorship, reportedly breaking the NWSL’s $500K record for a back-of-jersey logo deal. After years of low turnout, the NYC–adjacent NWSL team has finally been able to take advantage of being in the biggest metro area thanks to big-name signings and on-field success.

Global interest in women’s soccer is rising, making for an increasingly competitive international market. And as covered in last week’s episode of The GIST of It, the women’s side differs from the men’s: The NWSL has historically had top billing when it comes to developing and recruiting talent.

The 2025 NWSL season is less than two months away, and this offseason has already been perhaps the most dramatic ever. The college draft is gone and free agents have more, well, agency than ever before. It’s all because of the league’s landmark 2024 collective bargaining agreement (CBA) that went into effect last July and granted significant power to the players.