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.

Unrivaled Basketball and trading card manufacturer Panini America are teaming up, bringing the 3×3 league's first officially licensed trading cards to market on Friday.

As part of a multi-year agreement between the two parties, Panini will debut the Instant Cards just hours before the first full weekend of play in the 2026 Unrivaled season tips off on Friday.

Panini also plans to launch a Rewind set of trading cards celebrating the 2025 inaugural Unrivaled season, among other future drops.

"Our partnership with Unrivaled is a great way to reinforce and showcase our support of the women's game and female athletes," said Panini America SVP of marketing Jason Howarth in the pair's Thursday announcement. "Unrivaled's 3-on-3 format makes for exciting and compelling game play and continuing to work with the best players in the world in this format made this partnership make perfect sense."

Following Monday's Season 2 tip-off, Unrivaled is continuing to form strategic partnerships as the offseason pro league grows in popularity.

"We want to meet fans where they are, and Panini's history in this space makes them an ideal partner to highlight the biggest moments for women's basketball's biggest stars," said Unrivaled president Alex Bazzell.

How to purchase Unrivaled Instant Cards

The full Unrivaled Instant Card set will release online at 3:08 PM ET on Friday at PaniniAmerica.net.

US women are lighting up the ice, performing record-breaking short programs at the US Figure Skating Championships on Wednesday as the nation's top skaters compete to represent Team USA at the 2026 Winter Olympics in February.

Currently atop the field is 26-year-old Amber Glenn, with the reigning back-to-back national champion posting the highest short program score in event history on Wednesday.

Glenn's 83.05-point performance surpassed the 81.11-point previous record set just minutes before by her 20-year-old teammate, reigning world champion Alysa Liu.

"I think that was one of my most enjoyable experiences competing ever," Glenn said afterwards.

With Liu and Glenn leading the charge, the US is aiming to end a 20-year Olympic medal drought in women's singles figure skating in Milan, Italy, this winter — and Team USA has even more depth on their side.

A full six of the world's Top-17 skaters hail from the US, with 18-year-old Isabeau Levito — who claimed third in Wednesday's short program competition — joining Glenn and Liu in the Top 5.

Team USA can send only three singles skaters to next month's Winter Games, with the national selection committee assessing each athlete's full season — not just their performances at this week's championships — before announcing the Olympic-bound trio on Sunday.

How to watch the 2026 US Figure Skating Championships

The women's singles competition will conclude with Friday's free skate, which kicks off at 3 PM ET before the top skaters in the standings take the ice at 8 PM ET on NBC and Peacock.

The 2026 US Olympic Figure Skating Team will then be announced at 2 PM ET on Sunday, live on NBC.

This month's USWNT roster featured one notable gap, as the absence of Portland Thorns midfielder Sam Coffey stirred up rumors that the 27-year-old is finalizing a move to the WSL to join the top-tier UK league's frontrunners, Manchester City.

First reported by The Guardian, ESPN added on Thursday that Manchester City will ante up a base transfer fee around $800,000 to add Coffey to the Citizens' roster — though the number could rise as negotiations continue and parties finalize a deal.

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The national team stalwart will reportedly travel to Manchester in the near future to ink a potential contract, but Coffey currently remains under contract with Portland until 2027, having signed an extension with the Thorns in 2024.

Coffey has been a mainstay for her NWSL club since Portland drafted the Penn State alum in 2021, but the UK league's pull could persuade her to join her USWNT teammates Alyssa Thompson (Chelsea), Emily Fox (Arsenal), Phallon Tullis-Joyce (Manchester United), and Naomi Girma (Chelsea) in making the leap to the WSL.

Currently sitting six points clear of six-time reigning champion Chelsea atop the 2025/26 WSL table, Manchester City has reportedly been searching for "the right defensive midfield option" as they pursue their first league title since 2016.

This weekend's SEC slate brings the heat, as the stacked NCAA basketball conference gears up for more than one high-profile ranked matchup on Sunday.

Undefeated No. 2 Texas will visit Baton Rouge to take on No. 12 LSU, with the Tigers looking to add to their 80-59 Thursday win over unranked Georgia as they continue battling back from a dismal 0-2 start in 2025/26 conference play.

"We think we're just going to go in there and out-jump, out-leap somebody," said LSU boss Kim Mulkey following last Sunday's loss to No. 7 Vanderbilt. "You're not going to do that in this league."

"This year, the [SEC] is every bit as good as last year — when you really think about it, it's probably way better," Longhorns head coach Vic Schaefer told the Austin American-Statesman on Thursday. "The big thing right now is we've got to get better."

Texas's clash with LSU opens a tough stretch for the Longhorns, as they face AP Poll headliners No. 3 South Carolina, No. 5 Oklahoma, No. 6 Kentucky, and No. 7 Vanderbilt in the coming weeks.

Sunday's other SEC blockbuster between the Sooners and the Wildcats is all about redemption, as Oklahoma aims to bounce back from their 74-69 upset loss to No. 18 Ole Miss on Thursday while Kentucky looks to put their 64-51 Thursday loss to unranked Alabama in the rearview mirror.

How to watch ranked SEC basketball on Sunday

No. 2 Texas will tip off Sunday's ranked SEC slate against No. 12 LSU at 3 PM ET, airing live on ESPN.

Then at 4 PM ET, No. 5 Oklahoma will visit No. 6 Kentucky, with live coverage on the SEC Network.