The National Women’s Soccer League (NWSL) is no longer just an emerging property—it’s now a proven commercial engine. In 2024, the league’s 14 clubs collectively generated $75 million in sponsorship revenue, underscoring the rising value of women’s sports and the sophisticated brand ecosystems forming around it.
According to data tracked by SponsorUnited, a total of 401 brands executed 441 sponsorship deals across 167 unique categories this season, showcasing the league’s diverse commercial appeal. Notably, 200 of these partnerships were new, revealing a clear appetite among advertisers to engage with NWSL audiences.
Average Sponsorship Value Climbing
Each NWSL club earned an average of over $5 million in sponsorship revenue, with the average deal valued at $170,000. This puts the league on a trajectory few could have predicted a decade ago. The combination of social advocacy, community relevance, and cultural resonance appears to be turning NWSL teams into strategic marketing assets for top brands.
Angel City Leads the Pack
At the heart of the league’s commercial growth is Angel City FC, which not only led the league in sponsorship revenue but also outperformed 15 MLS and 25 MLB teams in the same metric. The club has mastered the art of translating fandom into value, generating an impressive $29 in revenue per social media follower—surpassing marquee brands like the New York Yankees ($8) and Los Angeles Dodgers ($13).
While Racing Louisville FC secured the most deals (94 in total), it’s Angel City that set the benchmark for revenue, followed closely by Kansas City Current and San Diego Wave. Together, these three clubs accounted for 46% of the NWSL’s total sponsorship earnings, suggesting that elite performance in the boardroom is as vital as success on the pitch.
Healthcare, Finance, and Transport Lead Investment Categories
Healthcare companies were the biggest spenders, contributing more than $55 million to NWSL teams—likely a reflection of the league’s alignment with wellness, community health, and social impact narratives. Finance and transportation rounded out the top three, with sponsors viewing NWSL as a powerful conduit for trust, mobility, and everyday relevance.
Individual Athlete Deals Gaining Ground
On the player front, Ali Riley, a defender for Angel City, emerged as the most endorsed athlete in the league with 11 active partnerships—a signal that brands are beginning to lean into individual storytelling, not just team-based marketing.
365247 Take:
The NWSL isn’t just growing—it’s institutionalizing its commercial presence. Its ability to deliver brand outcomes through purpose-led narratives, digital-first engagement, and club-specific strategies is forcing a rethink of how sports sponsorship is valued. For sponsors, agencies, and media companies, the league presents an agile, modern model of what sport can be when community, commerce, and culture align.
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