The 2021 NWSL season, which begins this weekend, already looks a lot different than in years past — and it’s not just fresh kits that are giving the league a new look.

As the season gets underway, NWSL teams have begun to harness the power of social media to change the face of the game. Social has provided clubs with a unique opportunity to grow their brands and engage their communities on their own terms.

NJ/NY Gotham FC, the club formally known as Sky Blue, started 2021 off with a social media campaign to announce its rebrand.

📍HOME. pic.twitter.com/pHq4MDn5mY

— NJ/NY Gotham FC (@GothamFC) April 6, 2021

After the initial unveiling, social drove much of the team’s continued rebranding efforts, helping the club introduce itself to its expanded market. Gotham needed to find a way to appeal to both New Jersey and New York fans ahead of the 2021 Challenge Cup. This is where social media really came in handy.

Posting a photo of Jon Bon Jovi in Gotham FC gear to Twitter proved to be New Jersey content gold.

Some teams send their merch to space, we send ours to New Jersey legend @jonbonjovi 👍 pic.twitter.com/cVFqpM2D57

— NJ/NY Gotham FC (@GothamFC) April 30, 2021

On the New York side of the social media campaign, Gotham engaged with Bronx legend, The Kid Mero, one half of Showtime’s comedy duo Desus & Mero. (Having Midge Purce be the face of their squad doesn’t hurt, either.)

@NWSL CHAMPS BOOK IT JUHUURDDDD https://t.co/eAAODtdDgN

— THE KID MERO 🇩🇴 (@THEKIDMERO) May 3, 2021

It’s not just anecdotal evidence that underscores Gotham’s success. There are numbers to back up the team’s online strategy, as well.

Data gathered by Zoomph shows that Gotham FC had 12 million Twitter impressions during the 2021 Challenge Cup, the most of any team in the league. This type of engagement underscores an eager fan base and potential for growth, bolstering current sponsorships and attracting future partnerships.

The team’s online victory also transferred to the field, with Gotham narrowly losing to Portland in the Challenge Cup final.

"I'm really trying to buy into this whole good girl gone bad theme that I did, is like the Sky Blue to Gotham thing... We are not the same team that we used to be." - Midge Purce postgame tonight#NWSL

— Steph Yang | Horrible Soccer Goose (@thrace) April 21, 2021

The Orlando Pride are another NWSL squad operating at the forefront of social media. The team currently has the most Twitter followers of any club in the league at 125,000 and counting.

The 2020 Challenge Cup was a turning point for the team both on and off the field. When the Pride were ruled out of the tournament due to COVID-19 protocols, the social team decided it was an opportunity for them to try something new.

Even though they weren’t physically in the bubble, they made their presence known online. The team continued to put out creative content that struck a conversational tone and resonated with fans. As a result, Orlando led the league in Twitter engagements during a tournament it didn’t even attend.

The Pride’s social strategy has lived on since their time as Challenge Cup outsiders, evolving into one of the most successful campaigns in the NWSL. Zoomph estimates that Orlando’s Twitter impressions during the 2021 Challenge Cup alone were worth a quarter-million dollars.

Our @NWSL Challenge Cup #PrideStan has been nominated for the Best in Sports Social Media Award by the @sbjsbd: https://t.co/xkAdocX34e

We're honored by the nomination and big thanks to everybody that joined the stan! pic.twitter.com/ZJilDqSUKn

— Orlando Pride (@ORLPride) May 3, 2021

New clubs are getting in on the online action, too. In their debut season, Racing Louisville ranks third on Twitter and Facebook for social value, according to Zoomph. Angel City has yet to field a team and already boasts 82,000 Twitter followers.

All of this creative energy going into social campaigns is translating to dollars, which ultimately benefits league sponsors.

Data shows that Budweiser’s NWSL sponsorship has affected consumer behavior. According to a Zoomph report in September, NWSL fans, when compared to the average sports fan in the United States, are 1.7 times more likely to have an affinity for beer, and especially for Budweiser.

NEWS: @budweiser becomes the first official beer sponsor of the #NWSL.

Details ➡️ https://t.co/jzYdmdUVvY pic.twitter.com/oIlkvoDLsW

— National Women's Soccer League (@NWSL) July 7, 2019

To Just Women’s Sports CEO & Founder Haley Rosen, social media numbers show just how undeniable women’s sports are. When players like Alex Morgan have 9.2 million followers on Instagram, the conversation advances beyond interest toward investment.

Shout it from the rooftops. 👏 https://t.co/wf6qrKzCgp

— AlexisOhanian.eth 7️⃣7️⃣6️⃣ (@alexisohanian) May 6, 2021

Players and teams are becoming increasingly savvy in the ways they engage with fans and communities directly through social media, cultivating trusted relationships and distinct brands.

As the NWSL moves into the regular season, the teams’ growing online platforms provide a new lane for audience growth, engagement, entertainment and investment.

Five-time Olympic medalist and USA track star Gabby Thomas will miss this month's 2025 World Athletics Championships in Tokyo due to a lingering Achilles injury, the 28-year-old sprinter announced on Tuesday.

Thomas, who captured a full trio of gold medals at the 2024 Paris Games, has been dealing with the injury since May, going on to re-aggravate it in July prior to August's 2025 USATF Outdoor Championships, in which she placed third in her favored 200-meter race — narrowly booking her spot at the World Championships by a mere one-thousandth of a second margin.

"I understand that it will be disappointing for some track fans to hear this news, but I've finally come to the realization that it's OK to be human and take care of myself," she said in a statement.

"As an athlete you always want to keep grinding, but sometimes you simply can't outwork an injury," Thomas explained. "Sometimes it's about patience and making the right decision for the long term. All the best to my Team USA teammates fighting for medals in Tokyo."

As one of Team USA's top talents in the 200-meter dash as well as the 4×100- and 4×400-meter relays, Thomas plans to return to competition in 2026.

Bay FC forward Asisat Oshoala is on the move, finalizing a transfer to Saudi Arabian club Al Hilal this week after making 38 appearances for the 2024 NWSL expansion team.

"Asisat has been an incredibly important part of Bay FC history, not only with her impact on the pitch but also through the energy, professionalism, and kindness she brought every day," Bay FC sporting director Matt Potter said in a Tuesday statement. "She is a world-class player and an even better person, and we are grateful for everything she contributed to our club."

One of Bay FC's splashiest signings ahead of their inaugural season, the former Barcelona star led the franchise with seven goals during its debut campaign — including the club's first-ever goal in the team's initial match.

However, the 30-year-old Nigerian national and six-time African Women's Footballer of the Year has since seen her NWSL playing time drop, logging just 12 appearances in 2025 so far.

Oshoala isn't the first high-profile NWSL player to transfer to the 10-team Saudi Women's Premier League since its 2022 debut — the same year that the Middle East country founded its women's national team.

Following the Orlando Pride's 2024 Shield and Championship-winning season, Brazilian star Adriana joined Saudi side Al Qadsiah FC for a then-club-record $500,000 transfer fee.

Unrivaled 3×3 Basketball is doubling down on NIL, spotlighting the offseason league's deep roster of NCAA talent in its "Future Is Unrivaled" (FIU) collection drop on Tuesday.

The new merch line features FIU-branded sports apparel and accessories alongside one-offs like pleated skirts, button-ups, and jackets, all backed by a social media campaign starring college stars Lauren Betts (UCLA), Sienna Betts (UCLA), Madison Booker (Texas), Audi Crooks (Iowa State), Azzi Fudd (UConn), MiLaysia Fulwiley (LSU), Hannah Hidalgo (Notre Dame), Flau'Jae Johnson (LSU), Ta'Niya Latson (South Carolina), Olivia Miles (TCU), Kiki Rice (UCLA), Sarah Strong (UConn), Syla Swords (Michigan), and JuJu Watkins (USC).

After first signing NCAA stars Paige Bueckers and Flau'Jae Johnson in late 2024, Unrivaled added more than a dozen of college basketball's biggest names to its "Future is Unrivaled" Class of 2025 earlier this summer.

While they cannot play in the upstart league prior to turning pro, the NIL signees did participate in July's Unrivaled Summit, a multi-day event in Miami that focused on skill development, content creation, brand building, social media strategy, and community service.

Unrivaled basketball's investment in the next generation of superstars underlines the 3×3 venture's growing influence in the sport, as it becomes a wedge issue in the WNBA's ongoing CBA negotiations while prepping to tip off a second season in January.

How to purchase from the "Future Is Unrivaled" collection

The full merch collection is available now online at Unrivaled.

The No. 5 New York Liberty finally punched their ticket to the 2025 WNBA Playoffs, as the 2024 champs secured a postseason berth thanks to a Tuesday night loss by the No. 8 Indiana Fever — despite their own 66-58 defeat at the hands of the surging No. 6 Golden State Valkyries.

With star guard Sabrina Ionescu still sidelined with injury, the Liberty only scored 26 first-half points in the matchup, becoming just the second reigning title-holders to fall to a first-year expansion team in WNBA history.

"We just lost a game," New York head coach Sandy Brondello said afterwards. "Obviously, we're in the playoffs, but we still lost a game. Liked the second half, didn't like the first half that much."

With the Fever falling 85-79 to the No. 4 Phoenix Mercury, tension in the WNBA standings has hit a new high as four teams — No. 6 Golden State, No. 7 Seattle, No. 8 Indiana, and No. 9 Los Angeles — battle for the last three playoff spots.

Golden State is hot on the heels of New York, shooting to become the first-ever expansion team to make the playoffs in their debut year as their magic number dwindles down to two — with four games left on the Valkyries' regular-season docket.

"We're in playoff mode right now!" Golden State center Temi Fagbenle, who put up a team-leading 16 points in Tuesday's win, told the Valkyries' crowd.

How to watch Golden State, New York in action this week

The No. 6 Valkyries have a chance to close in on history during their Thursday date with the last-place Dallas Wings, which tips off at 10 PM ET on WNBA League Pass.

Meanwhile, the No. 5 Liberty will look to regroup during their Friday visit to the No. 7 Seattle Storm, which airs live at 10 PM ET on ION.