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.

On Monday, Gotham FC beat Seattle 2-0, snapping the Reign's seven-game NWSL unbeaten streak behind goals from midfielder Delanie Sheehan and striker Esther González.

The road win saw Gotham leapfrog Kansas City to claim third place in the standings — prime positioning as NY/NJ stares down a second-straight NWSL championship​.

Seattle, on the other hand, sits in 11th place with only six matches left. The Reign will need to rack up as many wins as possible to keep their postseason dreams alive.

Rodman ups the celly game in the NWSL

In lighter NWSL news, Washington star Trinity Rodman hit her second NBA-inspired celly of the season on Sunday.

After launching a rocket to secure the Spirit's 3-0 win over Houston, Rodman dropped to the pitch, curled up, closed her eyes, and laid her head on her hands in a nod to Steph Curry's signature "night, night" action.

The move followed last week's slam dunk celly. After netting an equalizer, Rodman leapt into the air while sprinting toward new Spirit investor and NBA legend, Magic Johnson.

LaBonta's NWSL cellies give Rodman stiff competition

While iconic celebrations have become part of the NWSL's DNA, Rodman’s main competitor in this season's top celly race is Kansas City’s Lo’eau LaBonta.

The midfielder’s 2024 highlights include mirroring gymnast Simone Biles’s Olympic floor routine, using the ball as a baby bump, and recreating the signature lift from Dirty Dancing.

Set to debut in 2025, WNBA expansion team the Golden State Valkyries are already off to the record-breaking races. On Friday, the league's 13th franchise became the first pro women’s sports team in history to collect more than 17,000 season-ticket deposits​.

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That record means the Valkyries — who notably don’t have a single player yet — could join the Indiana Fever next season as the only WNBA teams to average over 17,000 fans per home game.

Golden State drops renderings of new Valkyries facilities

The Valkyries also turned heads by releasing plans for their state-of-the-art team facilities last week. 

The 6,800-square-foot V-shaped locker room at San Francisco’s Chase Center will feature hot and cold tubs, a training room, staff offices, and a lounge and dining area for players.

Meanwhile, the team's Oakland training center boasts 31,800 square feet of developmental space, including two full courts, 17 total hoops, hot and cold pools, a training room, weight room, locker room, player lounge, and separate family lounge.

Franchise general manager Ohemaa Nyanin commented in the team's statement that “The investment that Golden State has made into both [facilities] underscores this organization’s commitment to excellence. Connecting both sides of the Bay with elite facilities will set the tone for our athletes, coaching staff and medical teams, as we build a roster that will compete for championships.”

Construction is already underway, with both locations set to open by next season.

In this week's episode of The Late Sub, Claire takes a snapshot look at the NWSL, where sometimes single games can tell you a whole lot more about a team than just the final score.

She goes on to chat about unbeaten streak-masters Orlando and Kansas City’s special success, Portland’s ongoing troubles, and which NWSL players — like the Washington Spirit's Trinity Rodman — lit up this week's highlight reel.

Pivoting to the basketball court, Claire talks through remarkable WNBA performances, why the expanded season is a good thing, and the Washington Mystics' late-season upswing.

Claire then rounds things out by responding to a few listener comments about volleyball, before sharing how she was hoodwinked by the U-20 USWNT last Tuesday.

The Late Sub with Claire Watkins brings you the latest news and freshest takes in women’s sports. This is the weekly rundown you’ve been missing, covering the USWNT, NWSL, WNBA, college hoops, and whatever else is popping off in women’s sports each week. Special guest appearances with the biggest names in women’s sports make The Late Sub a must-listen for every fan. Follow Claire on X/Twitter @ScoutRipley and subscribe to the Just Women’s Sports newsletter for more.

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This year's WNBA MVP favorite A'ja Wilson reached yet another milestone on Sunday, becoming the first player to ever record 1000+ points in a single season.

The superstar's latest feat — achieved in her 29-point performance in the Aces' 84-71 win over Connecticut — comes just days after she shattered the league's single-season scoring record​.

All-but-guaranteed to finish 2024 as the WNBA's single-season points leader,​ Wilson has put together one of the most impressive statistical campaigns in league history. As of today, she's only three rebounds away from breaking Angel Reese's new single-season rebounds record​, set before the Chicago rookie's season-ending injury.

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Rookie Caitlin Clark captures two more WNBA records

Indiana Fever guard Caitlin Clark added two more records to her historic rookie season this weekend, breaking the league's single-season assist record on Friday night before setting the single-season rookie scoring record on Sunday.

The Rookie of the Year frontrunner surpassed Alyssa Thomas's 2023 record of 316 assists in Friday's 78-74 loss to the Aces. Clark extended her hold on the league's new record on Sunday, now boasting 329 dimes on the season with one game left.

Also in Sunday's 110-109 Fever victory over the Wings, Clark put up a career-high 35 points, including one that officially broke Seimone Augustus's single-season rookie scoring record of 744 set in 2006. Clark now has 761 points across Indiana's 39 completed games.

Notably, the WNBA's expanded 40-game schedule means that four-time WNBA champion Augustus still holds the rookie record for points per game, as her fallen record was in a 34-game season.

Three-way team tie adds to WNBA playoff race drama

With the Sky's two weekend losses plus the Mystics and Dream splitting their two weekend contests with one win apiece, Chicago, Washington, and Atlanta all sit with 13-25 season records. All three are still in postseason contention with the final WNBA Playoff spot up for grabs.

League tiebreakers give Washington, who currently sits in the coveted eighth-place position, the postseason edge. The Mystics will try to maintain their tenuous hold on that spot when they face the league-leading Liberty tomorrow before closing out their season against a tough Indiana team on Thursday.

The ninth-place Sky and 10th-place Dream face equal uphill battles to usurp the Mystics this week. After playing each other on Tuesday, Chicago will close out their 2024 regular season against the third-place Sun while Atlanta does the same against the Liberty on Thursday.