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.

Just days after Spain rose to world No. 1 in the most recent FIFA rankings, the Royal Spanish Football Federation (RFEF) announced on Monday that head coach Montse Tomé will not see her contract renewed when it expires at the end of August.

"The Board of Directors of the Royal Spanish Football Federation would like to express its gratitude for Montse Tomé's work, professionalism, and dedication in her various roles during her time as a member of the national teams at the RFEF, particularly during her time as senior national team coach," the governing body said in a statement.

Tomé — Spain's first-ever women head coach — took over La Roja in September 2023 following the removal of former manager Jorge Vilda, with both Vilda and then-federation boss Luis Rubiales exiting amid a highly public toxicity scandal.

During her almost two-year tenure at the helm, the 43-year-old led her former national team to the 2024 UEFA Nations League title, but fell short at both the 2024 Olympics and the 2025 Euro.

Expected to win both major tournament titles, Spain exited the 2024 Paris Games in a semifinal upset to Brazil before finishing last month's European Championship as runners-up to repeat champions England.

While critics questioned some of her sideline decisions in those losses, Tomé also reportedly failed to fully earn the respect of the Spain locker room during her tenure — a hurdle that some contend was due in part to her prior role as Vilda's assistant.

The RFEF has tapped their U-23 manager, Sonia Bermúdez, to succeed Tomé.

Prior to her managerial career in Spain's youth program, the 40-year-old former national team captain and attacker scored 34 goals in her 61 appearances for La Roja.

Aiming to make a significant splash in their debut season in the top-flight WSL, the newly promoted London City Lionesses are gearing up by trying to bolster their roster with big names — including the club's newest target, Arsenal forward Beth Mead.

According to reports, London City owner Michele Kang has reportedly made a formal offer to acquire the longtime Arsenal star, who has suited up for the Gunners for the last eight years.

In her 225 appearances for the club, Mead has scored 78 goals en route to snagging Arsenal the 2018/19 WSL championship as well as a trio of League Cups.

Most recently, the 30-year-old attacker helped the Gunners shockingly upend powerhouse Barcelona to claim the 2024/25 Champions League crown — the WSL's first UWCL title in 18 years.

The WSL's all-time assists leader added another international trophy to her case just last month, as the England national booked a second straight Euro title to go along with her Golden Boot-winning tournament in 2022.

Regardless of the outcome, London City's offer makes a serious statement as the Lionesses ascend the ranks of women's football behind Kang's growing multi-team empire.

London City has already picked up players like Swedish legend Kosovare Asllani, Dutch midfielder Daniëlle Van de Donk, and former Manchester United forward Nikita Parris, signaling the Lionesses' intentions to keep rising ahead of their inaugural 2025/26 WSL campaign.

Fresh off her 2025 Euro win, England star goalkeeper Hannah Hampton revealed her penalty shootout secret that helped lift the Lionesses over Spain in last month's tournament final.

After Hampton spotted Spain goalkeeper Cata Coll's tactical notes written on her water bottle, she quietly picked it up and tossed it into the crowd.

"The Spanish keeper had it on her bottle," Hampton told England radio station talkSPORT on Friday. "So I thought when she was going in goal, I'll just pick it up and throw it into the English fans so she can't have it."

Hampton kept her own Euro penalty shootout notes wrapped around her forearm, explaining that "I never put it on a bottle because anyone can [throw it away]."

The 24-year-old's method proved useful in saving shots from Spanish stars Aitana Bonmatí and Mariona Caldentey, ultimately setting up teammate Chloe Kelly to bury the title-winning penalty.

"I was trying so hard not to burst out laughing [because] I was like 'Oh, I don't know where [Coll's water bottled] has gone,'" Hampton recalled. "But you have got to do something, haven't you?"

As for Coll, the Spanish keeper seemed to refute Hampton's story, posting two laughing emojis in response to the radio clip, as well as saying "Okay, okay, calm down. If only it were true..."

The injury woes continued for the No. 5 Indiana Fever last week, with guards Sydney Colson and Aari McDonald both going down with season-ending injuries in Thursday's 95-60 blowout loss to the No. 4 Phoenix Mercury.

While 36-year-old veteran Colson tore her left ACL in the first quarter of the matchup, midseason signee McDonald broke her foot in the fourth quarter — leaving Indiana with just nine available players for Saturday's 92-70 win over the No. 11 Chicago Sky.

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With star Caitlin Clark still recovering from a groin injury, Thursday saw the Fever's point guard stock dwindle even further — especially as the team initially signed McDonald to a rest-of-season contract in late June to specifically address Clark's absence and help lighten the load.

"This is the most resilient team I've ever been a part of, and I say that wholeheartedly," Fever guard Kelsey Mitchell told reporters following her game-leading 26-point performance on Saturday. "We've had a lot of mishap happen throughout the course of the season...and we've stayed resilient."

With Colson and McDonald out for 2025 and Clark's recovery timeline still uncertain, Indiana's ongoing struggle to patch together a full, healthy roster saw the Fever sign veteran guard Odyssey Sims to a hardship contract on Sunday.

How to watch the Indiana Fever this week

The No. 5 Fever will put their newest lineup to the test on Tuesday, when Indiana will host the No. 12 Dallas Wings at 7:30 PM ET on ESPN.