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.

Tennis fans saw an epic battle on Monday, as world No. 39 Emma Raducanu forced No. 1 Aryna Sabalenka into a third-set tiebreak in the third round of the 2025 Cincinnati Open.

The British 22-year-old, who burst into the sport's upper echelons by winning the 2021 US Open as an unseeded teenage qualifier, came achingly close to ousting the top-ranked three-time Grand Slam winner in a match that required more than three hours and two tie-breaks to resolve.

"She's world No. 1 for a reason, and I pushed her more than I did at Wimbledon so that's an improvement," said Raducanu, ultimately falling to the 2024 Cincinnati Open winner in Monday's narrow 7-6 (3), 4-6, 7-6 (5) loss.

Clearly affected by the oppressive humidity of the southern Ohio summer, Sabalenka took risks in the match's late stages to offset her 72 unforced errors and her diminishing energy.

"At the end, I went for crazy shots," Sabalenka told the crowd following the 2025 US Open tune-up match. "I think that it was a little bit risky from me and it really helped to put a lot of pressure on her."

Along with Sabalenka, this week's Round of 16 will feature at least four other Top-10 contenders, as 2025 Australian Open victor No. 6 Madison Keys and Kazakhstan's No. 10 Elena Rybakina booked their own Round of 32 wins on Monday, while 2025 French Open champion No. 2 Coco Gauff and 2025 Wimbledon winner No. 3 Iga Świątek enjoyed extra rest as their third-round opponents withdrew due to illness and injury on Tuesday.

Hoping to join the Gauff and Keys's advancing US contingent are No. 4 Jessica Pegula and No. 35 Ashlyn Krueger, who will face Poland's No. 40 Magda Linette and Italy's No. 9 Jasmine Paolini, respectively, on Tuesday.

How to watch the Cincinnati Open

Tennis's best will keep battling for Cincy's trophy — and an edge going into the season's final Grand Slam — this week: The third round will wrap on Tuesday before the Round of 16 kicks off on Wednesday.

Live coverage of the 2025 Cincinnati Open will continue airing on the Tennis Channel.

Indiana Fever superstar Caitlin Clark is feeling the pressure, joining retired WNBA legend Sue Bird on last Friday's podcast to discuss the impact of her recent spat of injuries on league attendance and viewership.

"That's definitely been hard," Clark told Bird about having to ride the bench. "I'm going to go to every road game no matter what, whether I'm playing or not. It's hard because obviously I do feel this responsibility of being out there and playing."

"I sign autographs for way longer when I'm hurt than when I'm active," Clark told Bird, referencing her outsized popularity. "That's never something I wish for, but I still want to make as much time as I can for people."

In total, Clark has missed 19 of the No. 5 Fever's 32 regular-season games — plus this year's Indianapolis-based All-Star Game — as she manages three separate muscle injuries.

Before her injuries, Indiana's 2025 season opener pit Clark against fellow WNBA sophomore Angel Reese and the Chicago Sky earned what is still this year's highest viewership, with 2.7 million people tuning in on May 17th.

Since then, all three rematches have seen the regional rivals face off without one or both of their popular 2024 draft picks.

Despite star absences, however, ratings are up across all WNBA teams, with national networks averaging 794,000 viewers per game through July — a 21% increase over 2024's full-season average.

The mysterious large purple egg stashed inside the Bay Area's Chase Center has hatched, revealing the first-ever mascot for the Golden State Valkyries: a bespectacled raven named Violet.

Violet made her official mascot debut during the No. 7 Valkyries' 74-57 Monday win over the No. 13 Connecticut Sun, with the Golden State crowd welcoming her by singing "Happy Birthday."

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"Ravens are commonly known as Valkyries' helpful and savvy counterparts in Norse mythology," the 2025 WNBA expansion team wrote in Tuesday's press materials, also noting that "because she is near-sighted, she sports gold glasses helping her achieve the excellent eyesight that ravens are known to have."

Nicknamed "Vi," Violet will bring "crucial knowledge [from her daily flights] back for the leaders of Ballhalla to use in battle."

Violet will now join other mascots in the league's spotlight, with teams seeing significant success from the popularity of WNBA-specific characters — sparked by the 2021 debut of New York Liberty icon Ellie the Elephant.

"The cultural phenomenon that Ellie has become today definitely exceeded our expectations," Liberty chief brand officer Shana Stephenson told Andscape last season. "She's become such an integral part of our game-day experience that the energy and atmosphere within our game I don't think would be the same without Ellie."

Chicago has also undergone a mascot revamp recently, replacing the team's old Sky Guy mascot with Skye the Lioness last year.

How to catch Violet the Raven at Golden State

Fans hoping to meet the Valks' new mascot will have a shot on Sunday, when Golden State returns from this week's road trip to host the No. 3 Atlanta Dream in the Chase Center at 8:30 PM ET, airing live on NBA TV.

Currently on a five-game losing streak, the No. 12 Dallas Wings — and star rookie Paige Bueckers — are trusting the process, hunting an upset as they take on the No. 5 Indiana Fever on Tuesday night.

"I think we have a really good young core, we have great pieces to build around, good complementary pieces," Bueckers told reporters on Sunday. "We're all really excited that the front office has doubled down on who we have here right now. I think that's what we're gonna build around."

"We've talked about it enough," the 2025 No. 1 overall draftee continued. "We need to put action behind our words."

First-year Dallas head coach Chris Koclanes has taken much of the heat for the Wings' skid, exiting the court to fans chanting "We want Nola" — a plea for assistant coach Nola Henry to take over the team.

"Stepping into this leadership role, [I'm] being challenged to step outside of character at times and when to hold people accountable in different ways and when to discipline in different ways, so I'm learning," said Koclanes, whose role with the Wings is also his first-ever stint as a head coach — at any level of the game.

"You know we didn't start the season off well, we're not playing how we should be playing. But we need the fans to support us," Dallas forward Myisha Hines-Allen said, directly addressing upset fans after the Wings' Friday loss to the No. 2 New York Liberty.

"At the end of the day, Chris is still our head coach. We still need him."

How to watch the Dallas Wings vs. Indiana Fever on Tuesday

The No. 12 Wings head to Indiana to take on the No. 5 Fever at 7:30 PM ET on Tuesday, airing live on ESPN.