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 PWHL is officially expanding, with the second-year pro women's hockey league awarding Vancouver its seventh franchise on Wednesday.

The league's first-ever expansion squad faces a short run-up, joining the current six-team roster when the puck drops on the 2025/26 PWHL season.

"To be able to grow this fast is just a testament to the great sport, our great athletes, and how people feel about the work that we’re doing and what our players are putting out on the ice," said PWHL EVP of business operations Amy Scheer.

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Vancouver fanbase bolstered city's PWHL bid

Commenting on the eight-month expansion evaluation process, Scheer called Vancouver's bid "unbelievably robust," and noted that the city's "engaged, vibrant, fun" fanbase and its "remarkable commitment to growing the game of hockey" helped earn the Canadian community a team.

That commitment was on display at the PWHL's recent 2025 Takeover Tour, which drew major crowds as the league tested expansion prospects in non-market cities across North America.

Vancouver stood out, notching the the fourth-largest crowd in PWHL history when 19,038 fans showed up on January 8th — and claiming the highest social media engagement across all nine Tour stops.

That fan enthusiasm helped push Vancouver across the PWHL's expansion line, with the new team already making league history.

Besides marking the league's first-ever footprint on the the West Coast, Vancouver will become the first PWHL team to serve as the primary tenant in its home venue at the Pacific Coliseum.

The 17,713-seat arena and its adjacent PNE Agrodome — PWHL Vancouver's main training facility — will undergo extensive upgrades for the incoming franchise.

"The expansion brings greater visibility to the West Coast, expands out geographic footprint, and, most importantly, grows the game," said PWHL EVP of hockey operations Jayna Hefford.

League eyes next steps for expansion team

While the PWHL still has over 20 proposals from markets requesting a team — and rumors swirling that Seattle could join Vancouver as a 2025/26 season expansion contingent — the league is currently making more concrete plans for its official seventh squad.

"With this team comes more opportunities for the best women's hockey players in the world to continue competing in one league," remarked Hefford. "The talent pool has never been deeper, and with a strong 2025 draft class ahead, we're pleased that even more women are going to be able to play at the professional level."

Details for an upcoming expansion draft to begin stocking Vancouver's roster will be announced shortly, and the team will also take part in the 2025 PWHL Draft on June 24th.

"The PWHL is setting a new standard for women's hockey. The game has never been faster, more physical, or more skilled," Hefford added. "We're so excited for this city to experience the parity and the competitiveness that our league has every single game."

The NWSL is heading back to the ballpark, with 2024 expansion side Bay FC announcing Tuesday that the club will take on the Washington Spirit inside Oracle Park, the home of MLB's San Francisco Giants.

Shifting the August 23rd match to the baseball diamond isn't just a spectacle — the move builds on Bay FC's continuous ambitions to claim the top NWSL attendance record by filling the Bay Area ballpark's 40,260 seats.

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Though the 25-year-old Oracle Park has previously hosted men's contests, August's NWSL match will be the first professional women's soccer game in the venue's history.

Similarly, while this will be the first NWSL competition in San Francisco's baseball venue, it's not the first league match in an MLB stadium.

Last summer, the Chicago Stars hosted Bay FC at Wrigley Field, packing an NWSL-record 35,038 soccer fans into the MLB home of the Chicago Cubs.

That June 8th, 2024, attendance surpassed the previous league-record crowd of 34,130 that attended USWNT icon Megan Rapinoe's final Seattle home game in 2023.

How to attend Bay FC vs. Washington at Oracle Park

To be a part of the potentially record-breaking August 23rd crowd, tickets will be available for general purchase beginning at 12 PM ET on May 6th.

Fans interested in securing pre-sale tickets can add their names to the online list.

In Tuesday night's NWSL action, Portland upset a rising Gotham side 4-1 behind three debut goals from the Thorns' promising rookie class.

The rare midweek match came courtesy of next month's Concacaf W Champions Cup. Both Gotham and Portland advanced to the international club event's semifinals last October, forcing them to pull double-duty and add this week's extra regular-season NWSL game to accommodate the tournament's schedule.

The tight turnaround certainly didn't rattle the Thorns.

Portland newcomers Marie-Yasmine "Mimi" Alidou, Caiya Hanks, and Jayden Perry all earned their first NWSL goals in the match, before offseason signee Deyna Castellanos reinforced the victory with an 80th-minute chip.

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As for Gotham, 32-year-old star forward Esther provided a bright spot for the NJ/NY squad, notching her fifth goal of the young season to boost herself to the top of the league's early Golden Boot race.

Despite the loss, Friday's strong outing against Angel City has Gotham still holding steady at No. 4 in the standings. However, both No. 5 Portland and No. 6 ACFC are close on the Bats' heels, with all three teams currently tied at eight points apiece.

"What I told the team is that we lost the battle tonight, but this is a long war," said Gotham head coach Juan Carlos Amoros following the match. "We're there together on this."

How to watch Gotham, Portland this weekend

Gotham will take the pitch once again on Saturday, when they'll face East Coast rivals Washington at 1 PM ET. Live coverage will air on CBS.

Meanwhile, Portland will close out the NWSL's sixth matchday by hosting Racing Louisville at 4 PM ET on Sunday, streaming live on Paramount+.

The Soccer Tournament (TST) presented by RBC Wealth Management revealed its 2025 women's bracket on Tuesday, with 16 7v7 teams gearing up to compete for the $1 million winner-take-all grand prize this June.

The US Women's Team is back to defend their 2024 title, fueled by World Cup-winning USWNT vets Heather O'Reilly, Carli Lloyd, and Ali Krieger, plus retired Scotland national and Bay FC defender Jen Beattie.

Additional teams participating in the competition include 7v7 offshoots of NWSL clubs Angel City, KC Current, and 2024 runners-up NC Courage, as well as former USWNT goalkeeper Hope Solo's Solo FC.

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Returning to Cary, North Carolina, for its third year, TST doubled the size of its women's bracket after a successful eight-team debut in 2024.

"Our inaugural women's championship game viewership performed exceptionally well, as we grew our audience 452% from the beginning of the game until the moment the game-winning goal was scored," TST founder and CEO Jon Mugar told The Athletic.

"TST soccer is electrifying," Mugar added. "Our goal is to become the preeminent soccer festival in the world. Judging by the number of returning fans and teams, we are well on our way."

How to attend, watch the 2025 TST 7v7 contest

TST's 7v7 women's competition kicks off on June 5th and runs through the $1 million championship game on June 9th.

Tickets to attend are currently available online.

All matches will air live on either YouTube or ESPN platforms.