The NWSL is developing a new brands policy requiring players to cover logos from companies not officially partnered with the league — or face fines up to $32,000 for repeat violations.
The policy limits visible logos to apparel brands that sign deals with the league, with Front Office Sports reporting the league sent a memo to players earlier this year outlining the proposed "footwear exposure agreement."
The NWSL brands policy applies to both cleats and goalkeeper gloves worn during games and training sessions. Nike and Adidas have reportedly already signed onto the agreement.
The penalty structure starts with a warning for first-time violations, before moving to a $500 fine for second violations. Third violations cost $1,000, as fines increase with each subsequent violation up to $32,000.
While equipment managers handle covering non-partner logos, players bear full responsibility for the fines. The memo additionally states clubs and brands cannot pay penalties on behalf of players.
The NWSL rule mirrors a similar WNBA policy, with the league believing these agreements will benefit players by creating more investment in club-issued footwear. The program is set to generate the NWSL at least $320,000 annually from Nike alone.
The policy remains in the finalization stage despite its planned March 11th start date. As such, players are continuing to wear non-partner brands during the 2026 season, which kicked off March 13th.
Brands with existing player deals like Puma, New Balance, Mizuno, Under Armour, and IDA Sports will have to join the program to see their logos on the field.
“The NWSL has proposed a footwear exposure agreement that recognizes the value brands receive from multi-platform exposure and direct association with our athletes,” the NWSLPA said in a statement. “Our Players drive that value. Brands that want to benefit from it will need to meet it.”
