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.

Wisconsin volleyball is off to the attendance races, with the No. 7 college squad averaging 8,620 fans per match this season to become this NCAA's best-attended program — narrowly beating Big Ten rival No. 1 Nebraska's 8,602 current average.

Other than the Badgers and Cornhuskers, no other college volleyball team has surpassed 6,000 fans per match this year, but Wisconsin is well on track to surpass even their own dominant attendance history in the sport.

If they finish the season in the top attendance spot, the Badgers will snap a six season streak logging the second-best average crowds per year.

Even more, Wisconsin is on their way to blasting through their program-best mark, set when 7,761 fans per match filled the bleachers in 2022.

The growing demand for Badger volleyball is also translating into significant revenue boosts for school.

"We're really, really excited; we're going to exceed $2 million in volleyball ticket sales for the first time ever," Wisconsin deputy athletic director Mitchell Pinta told the Milwaukee Journal Sentinel earlier this week. "And we're largely sold out for the rest of our matches at the Field House for the remainder of the season."

Should the Badgers reach that $2 million mark, they will see a massive 25% increase over the $1.6 million the team garnered just two seasons ago, and a near 18-fold growth from the $111,809 in volleyball ticket sales that Wisconsin logged in 2013.

Ultimately, the sky's the limit for both Wisconsin volleyball — and the sport at-large.

"If there's a saturation point on the demand for Wisconsin volleyball, we certainly have not seen it yet," said Pinta.

How to watch Wisconsin volleyball in action

With conference play kicking off this weekend, No. 7 Wisconsin will host unranked Big Ten foe Rutgers at 8 PM ET on Friday, before paying a visit to also-unranked Iowa at 3 PM ET on Sunday.

Both Big Ten battles will stream live on B1G+.

WSL side Liverpool opened their 2025/26 League Cup campaign with an emotional 5-0 win over WSL2 club Sunderland on Wednesday, dedicating the shutout victory to former manager Matt Beard after the 47-year-old's sudden passing last Saturday.

The match marked the Reds' return to the pitch following the postponement of their Sunday regular-season game against Aston Villa due to Beard's passing.

"It's a good win for Matt. We played with a lot of emotion," Liverpool defender Jenna Clark said afterwards, calling Wednesday "a really emotional night and an emotional few days for everyone involved with the club."

"We have pulled through together as a team the best we could and you saw that on the pitch tonight," Clark added.

Beard won back-to-back WSL titles with Liverpool in 2013 and 2014, departing the Reds in 2015 for a two-year stint with the NWSL's Boston Breakers.

He made his return to Liverpool in 2021, lifting the club back into the top-flight WSL by earning promotion his first season back at the helm.

"Matt will leave a huge void in the women's game," USWNT head coach and former Chelsea boss Emma Hayes said in a statement earlier this week. "He was one of a kind, and his loss will be felt by all. My heart goes out to his family, but I want to take the time to acknowledge what a special man he really was."​

How to watch Liverpool this weekend

Liverpool will continue their 2025/26 WSL campaign against Manchester United this Sunday, kicking off live at 7 AM ET on ESPN+.

The 2025 Women's Rugby World Cup culminates on Saturday, when host nation England battles for their first tournament title in more than a decade in a top-tier final against Canada, who are hunting their first-ever world championship trophy.

The Red Roses' long dominance on the Rugby World Cup pitch has led them to eight finals in the competition's nine editions, with England emerging victorious twice — in 1994 and 2014.

On the other hand, Canada will make just their second-ever appearance in the World Cup final this Saturday, as the Maple Leafs aim for a decidedly different outcome from their 21-9 loss to England in the 2014 championship game.

The top-ranked Red Roses will also be looking to avenge their narrow 34-31 loss to New Zealand in the tournament's most recent 2022 edition when they square off against No. 2 Canada in front of an sold-out crowd inside London's Twickenham Stadium — with another women's rugby attendance record on the line.

"You feed off of that energy, especially knowing what this game is going to be," England defense coach Sarah Hunter said. "It's a cliché, but [the crowd] almost becomes the 16th person in those moments where you need them."

How to watch the 2025 Women's Rugby World Cup final

England and Canada will battle in the 2025 Women's Rugby World Cup final at 11 AM ET on Saturday, with live coverage airing on Paramount+.

While the No. 1 Kansas City Current have officially run away with the 2025 NWSL Shield, the race for top playoff seeding rages on, as the No. 2 Washington Spirit fights to hold their ground against an unpredictable No. 9 Houston Dash this Sunday.

Bolstered by star Trinity Rodman's return from injury, the Spirit enter the weekend on a nine-game unbeaten streak, going up against a motivated Dash side sitting just two points outside of postseason contention.

"Every game we just need to be a lot more clinical in the final third," Rodman said after last weekend's 2-2 draw with No. 11 Angel City. "We're doing all the hard stuff and then it's [lacking] quality at the end."

Washington isn't without top-table challengers, with No. 3 Gotham FC riding their own five-game unbeaten streak into a Friday night match against the No. 4 Portland Thorns, who sit tied for points with both the Bats and the No. 5 San Diego Wave in the NWSL standings.

"At this stage, almost everyone still has a real chance to make the playoffs, which is great for the league," said Gotham manager Juan Carlos Amorós after the Bats' 1-1 draw with Bay FC last Sunday. "But it also means nothing can be taken for granted."

How to watch the Washington Spirit and Gotham FC this weekend

No. 3 Gotham FC kicks off this weekend's NWSL action when they host the No. 4 Portland Thorns at 8 PM ET on Friday, with live coverage on NWSL+.

Then in Sunday's NWSL action, the No. 9 Houston Dash will visit the No. 2 Washington Spirit at 1 PM ET, airing live on Paramount+.