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.

In a season packed with parity, the NWSL enters its 10th weekend of the 2025 season with just seven points separating No. 2 San Diego from No. 12 Houston on the table — meaning a single win or loss could dramatically shift the standings.

The slate is a bit lighter this weekend with No. 4 Portland and No. 8 Gotham's trip to the 2024/25 Concacaf W Champions Cup knockouts, where the Bats will face Liga MX side Tigres UANL tournament final shortly after Portland's third-place match against Club América on Saturday (Paramount+).

Their absence leaves room for other NWSL clubs to leapfrog the Thorns and Gotham on the league table, with only No. 1 Kansas City's position secure given the Current's four-point lead over the Wave.

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What to watch in the 10th weekend of the 2025 NWSL season

No. 6 Seattle Reign vs. No. 5 Washington Spirit, 10:00 PM ET on Friday (Prime): The Reign hosts a Spirit side with a 4-0-0 road record on the season and a high-octane offense that's scoring nine goals in their last three matches. Meanwhile, Seattle's 2025 campaign has featured only eight total goals across their nine matches.

No. 14 Chicago Stars vs. No. 1 Kansas City Current, 7:30 PM ET on Saturday (ION): While the league-leading Current is safe atop the NWSL table this weekend, their match is still full of question marks as Kansas City is without several key players, including MVP frontrunner Debinha, after a spat of injuries last weekend.

No. 2 San Diego Wave vs. No. 9 North Carolina Courage, 10:00 PM ET on Sunday (CBS Sports): The Wave are riding the league's best record (4-0-1) over the last five games, but the Courage is also on the rise, coming to Seattle on a 3-0-1 stretch and achingly close to a lift above the playoff line.

With San Diego's 17-year-old midfielder Kimmi Ascanio blasting three goals in the last four games and North Carolina attacker Jaedyn Shaw — the Wave's original teen scoring phenom — returning for the first time to face her former club, Sunday's closing NWSL match could be rife with youth firepower.

The Indiana Fever and New York Liberty will bring winning momentum into their first season clash on Saturday, with each claiming victories in Thursday night's WNBA action.

First, the Fever avenged their lone 2025 season loss, defeating the Dream 81-76 on Atlanta's new home court on Thursday after narrowly falling to the Georgia squad in Indianapolis two days earlier.

Forward Natasha Howard led Indiana with 26 points, with guards Kelsey Mitchell and Caitlin Clark posting 17 and 11 points, respectively.

After missing the Fever's first two games with a right ankle sprain, guard Sophie Cunningham came off the bench to put up nine points, six rebounds, and three assists in her season debut on Thursday.

Notably, Clark — no stranger to historic streaks — saw her three-point stretch end in Thursday's win, with the second-year Fever star going cold from beyond the arc for the first time in her WNBA career.

Clark's five three-point misses snapped a 140-game sharpshooting streak that dates back to a matchup against Purdue her sophomore season at the University of Iowa — the only NCAA game in which she failed to make a three.

New York, on the other hand, couldn't miss from deep on Thursday, with the Liberty breaking the WNBA regular-season record with 19 three-pointers in their 99-74 win over the Chicago Sky.

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Eight Liberty players contributing to the new three-point mark, with guards Natasha Cloud and Kennedy Burke leading the charge with four threes each in respective 18- and 17-point performances.

The impressive sharpshooting landed the reigning WNBA champs in the regular-season history books, but New York's 19 threes still trail the overall league record of 23, drained by the Las Vegas Aces in a 2022 playoff game.

How to watch the New York Liberty vs. Indiana Fever this weekend

The Liberty will put their 2-0 record to the test in Indiana on Saturday, tipping off against the one-loss Fever at 1 PM ET.

Live coverage of the clash will air on CBS.

The 2024/25 UEFA Champions League final kicks off on Saturday, as underdogs Arsenal and defending champs Barcelona each chase history in a head-to-head clash at Estádio José Alvalade in Lisbon, Portugal.

The Spanish titans aren't just hunting their third European championship in a row — a victory keeps Barcelona's hopes of completing a second straight quadruple alive with their Copa de la Reina finale looming next month.

To do so, however, they'll have to outlast the only English team to ever lift the European trophy, a feat Arsenal accomplished back in 2007.

Making their first Champions League final in 18 years, this season's Gunners are scrappy, boasting an explosive offense that led the league in scoring behind joint-WSL Golden Boot winner Alessia Russo.

The WSL runners-up bounced back from three first-leg deficits against Häcken FC, Real Madrid, and OL Lyonnes en route to the championship match — leading Barcelona star midfielder Aitana Bonmatí to call their appearance "a surprise."

"They absolutely deserve it, because scoring four goals against [eight-time Champions League winners] Lyon in the second leg is not easy at all," the back-to-back Ballon d'Or winner told ESPN. "I congratulate them for that because I think it was a big surprise, but a well-deserved one."

On Saturday, the pair will square off for the first time since 2021, when Barcelona defeated Arsenal twice in Champions League group-stage play.

"It's going to be a tough game — it's a final," said Barcelona defender Caroline Graham Hansen. "You just have to be prepared to leave your heart and soul out there and see who the better team on the day will be."

How to watch the 2024/25 UEFA Champions League final

Arsenal and Barcelona will battle for European glory at 12 PM ET on Saturday, with the Champions League grand finale streaming live on DAZN.

The NWSL's Kansas City Current officially placed defender Alana Cook on the Season Ending Injury list on Thursday, after the center back tore her left ACL, MCL, and meniscus in last Friday's 1-0 win over Orlando.

Since joining the Current in a 2024 midseason trade from Seattle, the 28-year-old starter has anchored the backline of her new team to the tune of 10 shutouts in 19 matches.

The injury is also a setback to Cook's USWNT return, with the defender logging her 30th cap and first international minutes since October 2023 just last month.

"Alana has made a big impact for our club on and off the pitch in a short period of time, and our hearts absolutely break for her," said Kansas City head coach and Cook's former USWNT boss Vlatko Andonovski in a club statement.

"Throughout her career, Alana has proven to be determined, resilient, and disciplined with an optimistic spirit," he continued. "We are confident she will carry those same attributes into her recovery process. The team will stand by her every step of the way, and we eagerly await the day she is able to join us on the pitch again."

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Kansas City attack also suffers injury losses

Cook's season-ending knock wasn't the only blow to the NWSL-leading Current, as attacking midfielder Debinha and striker Temwa Chawinga also exited Friday's pitch with injuries. With five goals each, both are currently in a four-way tie for second in the Golden Boot race.

Andonovski told the media on Wednesday that while 2024 MVP Chawinga is still undergoing evaluation, Debinha "is not probably going to be back until after the summer."

With both being considered 2025 MVP frontrunners, the losses may leave fans wondering how long Kansas City can maintain their spot atop the league.