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.

The University of Washington women's soccer team completed the 2025 Big Ten double on Sunday, when the No. 13 Huskies defeated the No. 9 Michigan State Spartans in a championship match penalty shootout to lift the conference tournament trophy — just one week after winning the regular-season title.

The weekend victory proved an emotional one for the Huskies, coming just days after the team lost 21-year-old senior goalkeeper Mia Hamant to Stage 4 kidney cancer on Thursday.

"Obviously, it's been a hard week but it just shows how much this team loves each other, how much they care about each other, and how much we love Mia," said University of Washington head coach Nicole Van Dyke.

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"Mia's been with us the whole time," Van Dyke continued. "She's a part of everything we do and she will always be. I can't put into words how appreciative we are of the support that everyone that has given her, her family, this team, our program. I'm just so happy for these kids."

How to watch Washington in the 2025 NCAA tournament Selection Show

The Washington Huskies will now join the weekend's 29 other conference champions in finding out their 2025 NCAA College Cup paths on Monday, when the national committee reveals its 64-team Division I tournament bracket at 4 PM ET.

The 2025 NCAA soccer tournament Selection Show will stream live on NCAA.com.

World No. 5 Elena Rybakina lifted her first-ever WTA Finals trophy on Saturday, when the 2022 Wimbledon champ upset No. 1 Aryna Sabalenka in straight sets 6-3, 7-6(0) to close out the 2025 tennis calendar in Riyadh, Saudi Arabia.

The 26-year-old Kazakhstan star — who notably was the final player in the eight-athlete field to secure her tournament spot — capped her run on a winning tear, taking down No. 2 Iga Świątek, No. 4 Amanda Anisimova, and No. 6 Jessica Pegula en route to the 2025 title.

"It's been an incredible week. I honestly didn't expect any result, and to go so far is just incredible," Rybakina said following her championship-winning match.

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Handing Sabalenka just her second-ever defeat in the final match of the WTA Finals — and doing so with just the third dropped tie-break in Sabalenka's 2025 season — Rybakina emerged from the end-of-year round-robin tournament without a single loss — earning her a women's tennis-record $5.23 million winner's check.

"She played incredible," Sabalenka said of her opponent, after Rybakina scored an impressive eight aces against the world No. 1 in the clash. "I feel like I did my best today. It didn't work, but I think so many things I have to be proud of. And yeah, I'm leaving this tournament without any disappointment."

No. 2-seed Washington have booked their second straight NWSL semifinals berth, after a short-staffed Spirit bested a resilient No. 7 Racing Louisville side in penalty kicks following Saturday's 1-1 quarterfinal draw.

Washington forward Gift Monday first broke the 0-0 stalemate in the 73rd minute after VAR called back an early Spirit goal, while Racing forward Kayla Fischer managed to keep Louisville's hopes alive with a second-half stoppage time equalizer.

Washington goalkeeper Aubrey Kingsbury then played penalty shootout hero for a second straight year, blocking two sharply hit strikes to allow the Spirit to advance 3-1.

"At the end of the day, there was no chance that we could lose this game," said Spirit head coach Adrián González postgame. "It was a matter of just keep insisting — that's the mentality we have."

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The Spirit had more than Racing's tenacity to contend with this weekend, however, as an MCL strain continues to sideline star forward Trinity Rodman.

Washington defenders Gabby Carle and Tara McKeown both exited Saturday's match with injuries, as well, as players pile up on the Spirit's availability report.

How to watch the Washington Spirit in the 2025 NWSL semifinals

No. 2 Washington will next face No. 3 Portland in the 2025 NWSL semis, with the Thorns punching their record-10th semifinal ticket by downing the No. 6 San Diego Wave 1-0 in their own extra-time showdown on Sunday.

The Spirit take on the Thorns for a shot at competing for the 2025 NWSL title at 12 PM ET on Saturday, airing live on CBS.

Reigning NWSL champs Orlando kicked off their repeat title bid in style, with the No. 4-seed Pride topping a tough No. 5 Seattle Reign 2-0 to punch their ticket to the 2025 semifinals on Friday.

Orlando midfielder Haley McCutcheon opened scoring in the 21st minute, giving the Pride a slim lead well into the second half before captain Marta broke out into a 100-yard solo dash through Seattle's backline, earning the second-half stoppage-time penalty kick that ultimately put the match out of the Reign's reach.

"We have talked so much about this season and compared it to last season," Marta said postgame. "Of course, we don't do the same things we did last year, but we have the same players and the same mentality. We still work so hard and still believe."

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After Marta put on the burners to earn that kick from the spot, the Brazil legend chose to cede the spotlight to a beloved teammate.

Marta gave the ball to fellow Pride and Brazil star Luana, a midfielder who recently returned to the pitch after successfully battling Hodgkin's Lymphoma — with Luana going on to sink the penalty to mark her first goal in an Orlando jersey.

"Handing the ball over to Luana optimizes Marta as an individual," said Orlando manager Seb Hines. "She never puts herself above the team and gave the ball to Luana to have her moment."

How to watch the Orlando Pride in the 2025 NWSL semifinals

The No. 4 Orlando Pride will next host No. 8 Gotham FC in the 2025 NWSL semifinals.

The pair will kick off their clash at 3 PM ET on Sunday, with live coverage airing on ABC.