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 USA Women's Eagles still have a shot at a 2025 Rugby World Cup knockouts run thanks to a dramatic 31-31 draw against Australia on Saturday — putting all the pressure on next weekend's group-stage finale.

After falling to host nation — and world No. 1 — England in the tournament's record-breaking opener, the now-No. 8 US squad kept their World Cup dreams alive by pulling level with the No. 7 Wallaroos.

Saturday's thrilling draw brought drama to the competition's mostly lopsided pool-play results so far, and spoiled what would have been a guaranteed spot in the quarterfinals for Australia.

"The mood is disappointment because we were so close [to a win]," said US star Ilona Maher following the game. "But also excitement because there is more to play for in that we're not going home just yet. We're definitely proud of the fight."

With England officially clinching the top spot in Pool A, Team USA now needs a blowout win over No. 15 Samoa with at least four tries scored (called a bonus point), as well as an Australian loss to England without a bonus point — plus a positive score differential over the Wallaroos — to advance.

How to watch Team USA at the 2025 Women's Rugby World Cup

The No. 8 USA will close out their group-stage run by taking on No. 15 Samoa at 8:30 AM ET on Saturday, before awaiting their fate when No. 7 Australia plays No. 1 England at 12 PM ET.

Live coverage of all 2025 Women's Rugby World Cup games streams on Paramount+.

The Naomi Osaka comeback tour continued on Monday, as the world No. 24 tennis star took down No. 3 Coco Gauff 6-3, 6-2 in the pair's Round of 16 match at the 2025 US Open — booking her first Grand Slam quarterfinal since 2021 in the process.

"I'm a little sensitive and I don't want to cry, but honestly, I just had so much fun out here," Osaka said following the upset victory. "I was in the stands like two months after I gave birth to my daughter, watching Coco. I just really wanted an opportunity to come out here and play."

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Already a two-time US Open champion, Osaka has been eyeing a deep tournament run since returning from maternity leave in January 2024 — and she managed to take advantage of Gauff's fluctuating form to achieve her goal.

"It's disappointing," Gauff said after Monday's loss. "For sure it was not the level that I wanted to bring, but it is a step in the right direction, I feel. I maybe was a little bit empty — she forced me to earn every point out there today."

Japan's four-time Grand Slam winner will next face No. 13 Karolína Muchová in a Wednesday quarterfinal, with Osaka most recently ousting the Czechia national from the 2025 Australian Open's Round of 64.

How to watch the US Open quarterfinals

The 2025 US Open quarterfinals kicked off on Tuesday, with US star and world No. 4 Jessica Pegula booking her second straight semifinals berth at the New York Slam by defeating Czechia's No. 62 Barbora Krejčíková in straight sets.

The quarterfinals will continue when defending champion No. 1 Aryna Sabalenka faces another Czech contender, No. 60 Markéta Vondroušová, at 7 PM ET on Tuesday.

Wednesday will cap the round, with Osaka battling Muchová and Poland's No. 2 Iga Świątek taking on No. 9 US star Amanda Anisimova in a rematch of the 2025 Wimbledon final.

Live coverage of the 2025 US Open airs across ESPN platforms.

Despite a season spent at the bottom of the table, the No. 13 Chicago Stars have quietly become the NWSL team to beat, racking up a five-game undefeated streak behind a slate of dramatic draws — including Sunday's 1-1 result against the No. 2 Washington Spirit.

Come-from-behind draws fueled all five of the Stars' most recent points, with striker Ludmila having a particularly impressive star turn as of late.

The Brazilian national scored five times across Chicago's last three matches, including Sunday's lone team goal as well as a sub-10 minute hat trick that pulled the Stars level with the No. 10 North Carolina Courage on August 22nd.

"I think we'd be doing a disservice to the league if we laid down just because we're in last place and felt sorry for ourselves," quipped Stars defender Sam Staab.

Chicago will continue trying to extend their unbeaten streak under new interim manager Anders Jacobson, who oversaw his first NWSL match on Sunday while the Stars await the arrival of incoming permanent boss Martin Sjögren.

"It'll be a lot of him getting to know us, and us getting to know him in this next week or so," Staab said of the team's temporary head coach. "This league moves fast. Everything happens fast."

The No. 1 Kansas City Current tightened their grip atop the league on Saturday, claiming a 2-0 victory over the No. 10 North Carolina Courage to become the first NWSL team to clinch a spot in the 2025 playoffs.

Still undefeated at home on the year, Saturday's win marked the Current's sixth straight regular-season shutout and extended their lead in the NWSL standings to a massive 14 points.

"Our goal is to come out as a group and be the best that we can possibly be every game we play," said KC head coach Vlatko Andonovski afterwards. "We celebrate tonight, we rest tomorrow, and we get ready for the next one."

Though Kansas City is reaching historic heights, the rest of the league is sparking more questions than answers: The No. 4 Orlando Pride and No. 5 Seattle Reign are now on multiple-game winless streaks, and the No. 6 Portland Thorns have managed just one win in their last five matches.

On the flip side, No. 9 Angel City is making a concerted effort, extending their unbeaten run to four games with Monday's 2-1 win over No. 12 Bay FC — all while star winger Alyssa Thompson sat out amid mounting midseason transfer rumors.

"This group, the way they play and how they can grow together, I'm so proud of them today," said LA head coach Alexander Straus. "It's not been easy with all these things, the speculation and stuff."

2025 NWSL standings: Week 18

1. Kansas City Current (15-2-1)
2. Washington Spirit (9-4-5)
3. San Diego Wave FC (8-4-6)
4. Orlando Pride (8-6-4)
5. Seattle Reign FC (7-5-6)
6. Portland Thorns FC (7-6-5)
7. Racing Louisville FC (7-6-5)
8. Gotham FC (6-6-6)
9. Angel City FC (6-7-5)
10. North Carolina Courage (5-7-6)
11. Houston Dash (5-8-5)
12. Bay FC (4-9-5)
13. Chicago Stars FC (1-9-8)
14. Utah Royals (2-11-5)