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 WTA announced sweeping new parental protections on Thursday, with over 300 players becoming eligible to receive paid parental leave for the first time in the pro tennis organization’s history.

Despite their year-round schedule, WTA players are technically independent contractors, a status that previously limited their access to benefits.

Players can now apply for up to 12 months of leave for carrying a child, while athletes who become parents through surrogacy, adoption, or partner pregnancy are eligible for a two-month leave.

The program also allots grants to support fertility treatments, including egg freezing and IVF.

View this post on Instagram

A post shared by Just Women’s Sports (@justwomenssports)

All athletes who have competed in at least eight WTA tournaments, including four at a minimum 250 level, over the last 12 months are eligible to receive benefits. As an alternative, players contesting at least 24 WTA events over the last 36 months, including 12 at the 250 level, will also be eligible.

Under those requirements, the WTA calculates that 320 current athletes now qualify for paid parental leave.

Details surrounding the benefit amount were not disclosed. But the program will be retroactive to January 1st.

"We’ve seen players making decisions about maybe ending their careers a little sooner than they would have liked because they want to explore family life, or coming back onto the tour and competing maybe sooner than they’re ready," WTA CEO Portia Archer told reporters at the BNP Paribas Open on Monday. "And so we think that this will minimize some of that stress and make those kinds of decisions easier."

"That can be transformational for some players, particularly those earning less than the top players in the world, where these kinds of benefits and support may be more impactful. So we really do hope that it changes lives."

WTA parental leave program sponsored by Saudi Arabia

The new WTA program offering parental protections is being backed by the Saudi Public Investment Fund, the sovereign wealth fund of 2024 WTA Finals host Saudi Arabia. The WTA entered into a multi-year partnership with the kingdom last May.

While the country’s recent investments in women’s sports grab headlines, many identify the moves as "sportswashing," or using sports investments to draw public attention away from other unethical practices.

Numerous prominent athletes have criticized Saudi Arabia's human rights record, particularly when it comes to practices involving women as well as the LGBTQIA+ community.

Practices such as a law requiring women to have permission from a male relative in order to marry have the country ranked 126th out of 146 nations in the 2024 Global Gender Gap Report.

When pressed on the issue, Archer simply said, "Questions about Saudi society are really not questions for me or the WTA. They’re questions for the Saudis to answer."

The USWNT held fast to the world No. 1 spot in Thursday’s updated FIFA rankings, dropping 18 points since their 2024 Olympic gold medal-winning run but still sitting 49 points ahead of No. 2 Spain.

Also maintaining their elite rankings were No. 3 Germany and No. 4 England, who each trail their predecessor by a mere six points.

Japan earned the Top 10's biggest boost, fueled by a 2025 SheBelieves Cup championship run that included a rare defeat of the US. As a result, the Nadeshiko leapt from No. 8 to No. 5, overtaking No. 6 Sweden, No. 7 Canada, and No. 8 Brazil in the process.

Japan's jump made them the only team in FIFA's Top 75 to rise more than two spots.

View this post on Instagram

A post shared by Just Women’s Sports (@justwomenssports)

US Soccer officially intends to bid on 2031 World Cup

While the world No. 1 USWNT doesn't have any major tournaments to build toward this year, US Soccer is cementing future plans to bring the sport's biggest competition back to the US.

The national federation formally confirmed its intent to submit a bid to host the 2031 World Cup on Wednesday evening, bolstered by FIFA’s motion earlier that day which dictates that the 2031 tournament must be played either in North America or Africa.

"We are excited by the opportunity to welcome teams and fans, inspire the next generation, and grow the game regionally and globally," US Soccer announced on social media.

Though a formal bid submission is still to come, the US is already a frontrunner for hosting the competition. FIFA will decide on the 2031 World Cup host nation at the governing body's 76th Congress in 2026.

FIFA's other main decision-making group, the FIFA Council, could soon see incumbent US Soccer president Cindy Parlow Cone join its 37-member ranks, as the former USWNT star is currently running unopposed for the North American seat previously held by ex-Mexico Football Federation president Yon de Luisa.

The US hasn’t held a FIFA Council seat since ex-USSF president Sunil Gulati’s position expired in 2021.

Cone’s likely March 15th election — plus the USWNT’s No. 1 ranking and planned 2031 World Cup hosting bid — gives US Soccer a valuable foothold in the global game.

The NWSL is back in action, as 2024 Championship contenders Orlando Pride and Washington Spirit suit up for a rematch in Friday night’s 2025 Challenge Cup.

Last November's 2024 season finale saw the Pride earn their first-ever league championship by defeating the Spirit 1-0.

While Friday's Challenge Cup results won’t impact either club’s regular-season record, each player on the winning team will receive a $3,500 bonus — not to mention bragging rights one week out from the 2025 NWSL season's official kickoff.

The Challenge Cup MVP will snag an additional $2,000, while the losing squad will see a $2,200 per player pay bump.

After a banner 2024 that also included winning the franchise's first-ever NWSL Shield, Orlando captain Marta is deeply aware that the Pride will have a target on their backs this season.

"Everybody’s gonna hunt after us, and we need to deal with this and find a way to keep doing our best to keep making history for this club," the 39-year-old Brazil legend told reporters on Thursday. "It's exciting to know that everybody is gonna look to us and then try to make it difficult for us."

Injuries leave Spirit with shortened Challenge Cup roster

While the Challenge Cup offers a 2025 season preview, this year’s short NWSL offseason presented difficulties for squads trying to ready their roster for the long-haul.

Finishing 2024 with a hefty injury tally, the Spirit ruled out a full 11 players for Friday's match, while superstar forward Trinity Rodman is listed as questionable due to her lingering back issue.

"[I'm] just kind of progressing slowly," Rodman told JWS in January. "Even if I feel good, I don’t want to set it back again and be in a bad position."

With both hardware and money on the line, there’s plenty of incentive for players to give it their all on Friday — but long-term priorities also weigh heavy, with the 2025 NWSL season kicking off on March 14th.

How to watch the 2025 NWSL Challenge Cup

The 2025 NWSL Challenge Cup will see 2024 runners-up Washington taking on reigning champions Orlando at 8 PM ET on Friday, with live coverage on Prime.

A weekend of nonstop NCAA basketball starts now, as the nation's top teams across the ACC, Big 12, Big Ten, and SEC take the court to tip off their battles for Sunday's conference tournament crowns.

After earning early-round byes due to their elite regular-season records, No. 1 Texas, No. 2 USC, No. 4 UCLA, No. 5 South Carolina, and other Top 10 teams will tackle their first postseason games on Friday afternoon.

View this post on Instagram

A post shared by Just Women’s Sports (@justwomenssports)

Beginning play in their respective tournaments' quarterfinals round comes after days of back-to-back competition between lower seeds, meaning Friday's matchups could pit top team's week-long rest against the momentum of potential Cinderella squads like Big Ten No. 11-seed Iowa.

Despite posting a mediocre 10-8 regular-season conference record, the unranked Hawkeyes are currently playing their best basketball of the season, allowing them to confidently advance through the Big Ten tournament’s first two rounds.

After dominating No. 14-seed Wisconsin on Wednesday and upsetting No. 6-seed Michigan State on Thursday, the three-time defending Big Ten tournament champs will face a Friday quarterfinal date with No. 3-seed Ohio State — the nation's No. 13-ranked team.

Rivalry revenge takes center court at conference tournaments

Friday's action is also primed to set the stage for potential high-stakes rematches between regular-season rivals later this weekend.

In the SEC, Saturday's semifinals could see No. 2-seed Texas meet No. 3-seed LSU, with the No. 9-ranked Tigers looking to avenge their February loss to the nation's top-ranked team.

Meanwhile, Sunday afternoon's Power Four finales could be a revenge fest, as teams who either shared or narrowly missed their league's 2024/25 conference titles will potentially face off against the regular-season trophy-winners.

In both the Big Ten and Big 12, the No. 2 seeds — UCLA and Baylor, respectively — could be hunting a season-first victory over No. 1 seeds USC and TCU in their tournament finals.

After splitting the regular-season ACC title with NC State, who claimed the tournament's No. 1-seed thanks to their head-to-head defeat of the Irish, No. 2-seed Notre Dame could have a shot at redemption against the Wolfpack on Sunday.

Similarly, if they make Sunday's game, the Longhorns will aim to humble co-SEC champion South Carolina after the Gamecocks grabbed the tournament's top seed thanks to a coin flip.

This weekend, however, it's not just redemption and hardware on the line. Conference tournament champions will also snag the ultimate prize: automatic entry into March Madness.

Those who fall short will still be fighting tooth and nail to impress the NCAA basketball committee with Selection Sunday looming on March 16th.

How to watch the top conference tournament games and finals

Seeking a Cinderella run to a record-breaking fourth Big Ten tournament title, No. 11-seed Iowa's Friday game against No. 3-seed Ohio State is arguably the quarterfinal with the most upset potential. The Hawkeyes and Buckeyes will tip off at 9 PM ET, airing live on BTN.

Should they both advance from their Friday quarterfinals, No. 2-seed Texas's Saturday game against No. 3-seed LSU will be the weekend's can't-miss semifinal, which is set for 7 PM ET on ESPN2.

Sunday will see all Power Four conferences crown their champions. ESPN will showcase three finals, airing the ACC at 1 PM ET, the SEC at 3 PM ET, and the Big 12 at 5 PM ET.

Meanwhile, Sunday's 4:30 PM ET Big Ten tournament championship game will air live on CBS.