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.

Expansion team WNBA Golden State has officially brought on New York Liberty assistant GM Ohemaa Nyanin as general manager, the team announced in a Monday afternoon statement.

The move marks one of the first major personnel hires for the highly anticipated franchise, set to begin league play in 2025. Nyanin will oversee all basketball operations for the Bay Area addition, including building out the roster, shaping the team, and developing talent. 

Nyanin joins team president Jess Smith and senior vice president of marketing and communications Kimberly Veale in the WNBA Golden State front office.

"Ohemaa is the perfect fit to lead our WNBA basketball operations as we prepare for our inaugural season in 2025," Warriors co-executive chairman and CEO Joe Lacob said in the release. "As we moved through the GM hiring process, it became more apparent each day how impressive and well-versed Ohemaa is in all facets of the business, and as a person."

Nyanin was with the Liberty for more than five years, most recently serving as the team’s assistant general manager. Prior to that, she spent five years as the assistant director of the women’s national team at USA Basketball, helping to oversee team operations through gold medal wins at the 2016 Summer Olympics in Rio and the 2018 FIBA Women's Basketball World Cup.

"I am truly honored to be chosen as the first general manager of WNBA Golden State," Nyanin said. "Throughout the interview process, it was clear that bringing a WNBA team to the Bay Area was meticulously thought out and those involved are motivated changemakers who will be proactive in growing the league. I look forward to joining this franchise and building a competitive basketball team that the fans deserve."

In a July 2023 profile published by The Next, Liberty assistant coach Roneeka Hodges described Nyanin as the New York team's “Ms. Make-it-Happen."

"She’s a jack of all trades," added Hodges, while Liberty GM Jonathan Kolb paid Nyanin a particularly prophetic compliment.

"She needs to be a general manager in this league," Kolb said. "Full stop, it needs to happen, and that’s her goal."

Chelsea began Sunday with their WSL title hopes a distant dream... before closing out the weekend right back in the thick of the title chase.

The Blues made a last-ditch effort to claim their fifth consecutive Barclays WSL title on Sunday with an 8-0 win over relegation-bound Bristol City. The victory came after a visiting Arsenal upset current table-toppers Manchester City at Joie Stadium, besting the home side 2-1 on back-to-back goals from Stina Blackstenius. With the win, the third-place Gunners re-opened the door for Chelsea to finish level at the top of the table on points.

Chelsea remains second in the standing, with 49 points to Manchester City's 52. But the barrage of goalscoring over the weekend could be enough to overtake City's potential tiebreak advantage in goal differential, leaving even coach Emma Hayes in awe.

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Chelsea holds a game in hand, but the Blues will need to win their May 15th match against Tottenham to give them a shot at the title. Should they take all three points, the title race will come down to the final weekend, when Chelsea squares off with Manchester United while City faces Aston Villa on Saturday, May 18th. 

Set to take over the USWNT in June, Hayes acknowledged the likelihood of finishing out her time at Chelsea with zero trophies, after losing in both the Conti Cup final and UWCL semifinal last month. But for now, her initial pessimism has subsided.

"Let me be clear, it's not f*****g over," Hayes said after coaching her last home match with Chelsea on Sunday. "There's no time for sentimentality, all work drinks are canceled. There's a title to be won.

"This group of players taught me something so special this week — that you never ever give up."

A WNBA League Pass error left fans scrambling to watch Angel Reese and Kamilla Cardoso make their preseason debuts for the Chicago Sky in Minneapolis on Friday. 

Despite indicating streaming availability via YouTube before tip-off, the evening’s game was later removed from the league’s platform. With no streaming options — along with no live TV broadcast — WNBA fan Alli Schneider began livestreaming the game on X from her seat inside Target Center. As many as 400,000 people logged on to watch the game live, and by Saturday, the resulting two-hour video had amassed over 2 million total views. 

In the lead-up to the preseason showdown, fans on both sides voiced frustrations over the WNBA's error. The league apologized in response, saying their app was "incorrectly showing that every preseason game (including CHI vs MIN) is available on League Pass."

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"The growth is happening so fast, it’s so accelerated. Business as usual isn’t going to work anymore, you’re going to get left behind," Reeve said of the blunder. "This is an example... We have to capitalize on those things."

Sky coach Teresa Weatherspoon echoed Reeve's sentiments, calling it "awesome" that so many fans followed along via Schneider's DIY livestream.

"We would love for us to be on and for everyone to take a look, especially for this team, you have a great group of young women who are exciting to watch play," said Weatherspoon. "Tonight we had an opportunity to kind of get a feel for where we are and what we need to do. It’s awesome to know that a lot of people really tuned in."

On the court, Reese had a near double-double in her first professional outing, notching 13 points and nine rebounds in 24 minutes. A viral pass inside to set up fellow rookie Cardoso's bucket served as the icing on the cake. The Sky ultimately lost to the Lynx 92-81, despite Minnesota newcomer Alissa Pili netting just two points and one rebound in 13 minutes of playing time.

Due to overwhelming fan demand, the WNBA confirmed today that it will indeed stream the Sky's next preseason game against the New York Liberty on League Pass. The two teams square off on Tuesday, May 7th at 8 PM ET.

The Caitlin Clark WNBA era has officially begun, with the star-studded rookie making her preseason debut with the Indiana Fever on Friday. 

Clark scored a team-leading 21 points — including five threes — and recorded a game-high 16 points at the half. But it was Arike Ogunbowale who got the last word for Dallas, knocking down a splashy buzzer-beating three-pointer in front of the sold-out crowd to deliver the Wings the 79-76 win.

"I think there's gonna be a lot to go back and look at and learn from, because a lot of it is kind of different from college," Clark said shortly after the Fever's loss. "Just from, you know, a technique standpoint or you know, scheme standpoint, and what we do is not always always going to be the same. So I think those are the biggest things, but I think overall, I just played really hard and that's always something to be proud of."

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For Clark, the biggest transition challenges lie in WNBA's physicality and talent levels. 

"No matter who steps into the game, you can never really relax, because that’s how competitive the league is," she added.

Fever coach Christie Sides also commented on's Clark on-court adjustment in her postgame remarks. Noting that the team will have to take steps to protect their star as she navigates the W's upgraded athleticism, Sides shared that at one point in the game, Clark was "completely gassed" and called for a sub. 

"We have to do better, we can't let her get to that point," Sides said. "She just won't be able to last and the way people are guarding her — I mean, she's seeing a double team, she's seeing hard hedges, they're being real physical with her. That's how it's going to be for her. And so we've got to make sure we're doing what we can to protect her so she's able to go into fourth at the same level she is in the first."

Clark wasn't the only rookie making their pro debut in Dallas that night. Ohio State ace Jacy Sheldon racked up six points and one rebound in her 13 minutes on the court (plus an unfortunate viral moment), but the breakout performance of the night went to Jaelyn Brown, a Cal grad who went undrafted in 2020 and spent the last few years playing overseas. On Friday, she carried the Wings to the finish line with 21 points in 29 minutes on 7-of-15 shooting.

After the game, Brown attested that she's "ready to compete" in an atmosphere that she "belongs in."

"I just try and treat it as any other game," she continued. "The crowd was amazing, it’s a little different from overseas, a little bit, but it’s the same game. I just [came] out there with a calm composure and did what I can do."