Six-time NBA All-Star Jimmy Butler is hitting the NWSL pitch, with the Golden State Warriors forward joining the San Diego Wave as a minority investor this week.
"Soccer has been a passion of mine for a long time, and being part of the game in a meaningful way has always been a dream," Butler said in the club's Monday press release. "San Diego has become a city close to my heart, and I'm proud to invest in a club that is pushing boundaries, building something lasting, and setting a new standard for what women's sports can be both on and off the pitch."
Butler joins retired San Diego Wave star Alex Morgan in an ownership group led by the Levine Leichtman family, after the majority owners purchased the California club at a then-record $113 million valuation in 2024.
"Jimmy is a competitor and visionary who shares our values and our ambition to grow this club," said San Diego controlling owner Lauren Leichtman. "He brings a global perspective, a deep respect for the athlete's journey, and a creative spirit that perfectly complements what we are building here at Wave FC."
Butler isn't the only high-profile men's sports athlete anteing up for the NWSL in recent months, with the NBA star following in the footsteps of NFL quarterback Caleb Williams — who invested in 2026 expansion side Boston Legacy FC — and LA Clippers forward Chris Paul, who joined Angel City's star-studded ownership group.
The WNBA blew past viewership records throughout its 2025 campaign, ESPN reported this week, with the league delivering the network's most-watched season in history.
ESPN averaged 1.3 million viewers through 25 regular-season games, accounting for a 6% year-over-year increase, with the full season's 49 broadcasts averaging 1.2 million viewers per game — up 5% over last year's lineup.
Postseason coverage was especially popular, with the Las Vegas Aces' championship-winning series sweep averaging 1.5 million viewers per game to become the second-most watched WNBA Finals behind the 2024 edition.
The gains also hit the ESPN studio, with the network's WNBA Countdown averaging 437,000 viewers through the 2025 Playoffs — up 30% over last season — while Hoop Streams and The Wrap-Up saw a 60% year-over-year viewership growth across eight postseason episodes.
Overall, the numbers punctuate the stability of the WNBA, with viewership continuing to rise despite superstars like Indiana Fever guard Caitlin Clark, Minnesota Lynx forward Napheesa Collier, and Chicago Sky forward Angel Reese all missing screen time due to injury this year.
The dividends, as well, are already paying off, as the WNBA embarks on a new $2.2 billion media deal promising at least $200 million per year in returns through the 11-year contract.
With the league currently wading through contentious CBA negotiations, this year's soaring ratings seemingly back the WNBA Players Association's arguments for increased investment and revenue sharing.
Professional women's volleyball is officially landing in Los Angeles, with LOVB announcing Wednesday that the league plans to launch an LA expansion team funded by Angel City investor — and Serena Williams's husband — Alexis Ohanian.
Ohanian's Seven Seven Six venture capital firm is behind the new club, adding to a portfolio that also includes track and field competition Athlos and NWSL-focused docuseries The Offseason, as well as the men's Los Angeles Golf Club.
"We're excited to make LOVB the third jewel in Seven Seven Six's LA sports family," Ohanian said in the league's expansion announcement. "Volleyball is such a natural addition for Southern California, which has already proven how warmly it embraces new pro sports teams."
LOVB wrapped its inaugural six-team season in April 2025, with the league's second season set to kick off in January 2026 before LOVB LA becomes the pro venture's seventh squad in 2027.
"We're thrilled to partner with Alexis and the Seven Seven Six team, true women's sports champions," said LOVB Pro president Rosie Spaulding, further acknowledging the impact of Ohanian's sports portfolio and investment acumen. "Their commitment strengthens the entire volleyball ecosystem, and marks an exciting new chapter for LOVB and the sport as a whole."
"We can't wait to work with them to bring professional women's volleyball to Southern California as we continue to grow the sport across the US."
The NWSL just added another high-profile minority owner, with Chicago Bears star Caleb Williams buying into the ownership group of 2026 expansion team Boston Legacy FC on Thursday.
Via his strategic investment firm 888 Midas, the NFL quarterback joins fellow big-name athletes Indiana Fever center Aliyah Boston and Olympic gold medal-winning US gymnast Aly Raisman as Boston Legacy investors.
"Women's sports is a movement, and I admire and respect the work that the team and the NWSL continues to do to grow the sport and empower future generations of athletes," the 2022 Heisman Trophy winner said in the club's Thursday announcement. "Boston Legacy FC is building something special, and we're proud to be a part of what's next."
Boston Legacy controlling owner Jennifer Epstein also noted that the investment from Williams "highlights the powerful momentum of women's professional soccer."
"It symbolizes a new era of cross-league support and recognition," said Epstein. "With best-in-class athletes, a rapidly growing fan base, and undeniable energy around the NWSL, we are proud to welcome Caleb as a partner as we prepare for the 2026 inaugural season."
Athlete investment in women's sports continues to grow, with many teams now following the micro-ownership model made famous by Angel City FC in 2022.
NWSL veteran Sofia Huerta is expanding her investment portfolio, with the Seattle Reign defender joining the ownership group of incoming USL Super League side Athletic Club Boise this week.
"I wasn't sure something like this would ever happen in Boise — so when the opportunity came, it was an easy decision," the Idaho product said in Tuesday's USL press release. "This community is how I got where I am today."
"Soccer has given me so much, and this club is building something that will give those opportunities to others," the 32-year-old continued. "The foundation Athletic Club Boise is laying — with the men's team in 2026 and the women's Gainbridge Super League team in 2027 — makes me proud to invest in the future of soccer here at home."
"Sofia represents exactly what we want this club to be — talented, ambitious, and deeply connected to the Northwest," added the incoming club's fellow co-owner Kasey Keller.
Huerta is now the first NWSL player to directly invest in the growing USL Super League, which serves as a top-flight US pro league alongside the NWSL.
That said, some of Huerta's Reign teammates have already crossed league lines, with Lauren Barnes, Jess Fishlock, and Olivia Van der Jagt buying into the semi-pro USL W League's Seattle-based team, Salmon Bay FC, last year.
Business is booming for Unrivaled 3×3 Basketball, with Monday's Series B investment round valuing the upstart offseason league at $340 million — a 10-fold increase over its initial May 2024 valuation.
Founded by WNBA stars Breanna Stewart and Napheesa Collier in 2023, Unrivaled's most recent investors include Serena Ventures, Warner Bros. Discovery, and soccer legend Alex Morgan's Trybe Ventures, as well as buy-ins from NBA players Trae Young, Franz Wagner, and Moritz Wagner plus sports executive Sam Rapoport.
With $35 million raised well ahead of tip-off, the competition's 2025 inaugural season reportedly came close to breaking even via TV and sponsorship deals — even while paying the highest average salaries in women's team sports.
"Because we outperformed our revenue expectations in season one by almost doubling it, it allows us to move a bit quicker," Unrivaled president Alex Bazzell told ESPN following the league's valuation increase on Monday.
Unrivaled is planning to use some of the new funding to expand its Miami venue, building out a new practice court alongside 150 additional spectator seats.
As the league prepares for its second season, the 3×3 venture anticipates turning a profit in 2026, all while increasing pay and equity for participating players.
"[Players] are largely majority shareholders," Bazzell said. "They are going to reap the benefits of these growing valuations."
Incoming 2026 NWSL expansion team Boston Legacy FC is making big moves, with two key Monday announcements shoring up the club's place in the larger New England sports ecosystem.
Buying into the Legacy on Monday was Indiana Fever center Aliyah Boston, with the 2023 WNBA Rookie of the Year investing in the club after playing high school ball at Massachusetts's Worcester Academy.
"I'm proud to join the ownership group of the Boston Legacy. This city helped raise me, and the support I felt here shaped so much of who I am," the three-time WNBA All-Star said in a club statement. "And yes... Boston repping Boston just felt right!"
With her investment, Boston joins a growing roster of current and former WNBA stars buying into the NWSL, including Angel City investor Candace Parker, Bay FC advisor Sabrina Ionescu, and Gotham FC minority owner Sue Bird.
Along with their famous new investor, the Legacy also revealed plans on Monday to construct a privately funded, $27 million purpose-built team performance center in nearby Brockton, Massachusetts.
Slated to open prior to the 2026 preseason, the center boasts a fully outfitted 30,000 square-foot training building, a bubble dome for year-round practice, and six fields of various surfaces — some of which will be available to youth teams in the community.
"Competing at the highest level demands an environment that elevates every aspect of performance — and this new facility is a major step forward in how we support our players every single day," said Legacy controlling owner Jennifer Epstein.
A couple of those incoming players were announced earlier this month, as the Legacy welcomed Bundesliga free agent and midfielder Annie Karich as the team's first signee before inking French Première Ligue forward Aïssata Traoré — the first-ever NWSL player from Mali — late last week.
A report released by analytics company Nielsen Sports and beverage corporation PepsiCo this week indicates that women's soccer is on track to amass upward of 800 million fans by 2030 — eventually making it the fifth largest sport in the world.
Nielsen estimates that women's soccer currently has the world's 10th biggest fanbase, but the study's prediction of a 38% increase in reach over the next five years would have the sport eventually rivaling top spectator draws like pro tennis and Formula One.
Already a powerhouse in the US, the rise of the European women's game has been particularly significant.
For example, the UK-hosted 2022 Euro saw fan interest in the women's game double in England, with that growth beginning well before the Lionesses' historic title win.
The report also notes that women's soccer still lags behind in terms of corporate sponsorship, highlighting increased opportunities for brands as the fanbase expands.
"We see women's football as more than just a sport," said PepsiCo EVP and chief marketing and growth officer Jane Wakely. "It's a cultural force with the power to connect, inspire and grow our brands."
"From media rights to sponsorship and fan engagement, this is no longer a case of future promise but present value," said Nielsen Sports head of international Samantha Lamberti.
Ultimately, the current trajectory of women's soccer is seeing the sport carve out a more powerful place in the global market — so long as investors also see the vision.
"We have long believed in the potential of women's football," added Lamberti. "Today, we're no longer just tracking progress, we're witnessing a breakthrough."
MLB is going all in on elevating the women's diamond, with the men's pro baseball league reportedly making an eight-figure investment for an equity stake of over 20% in the brand-new Athletes Unlimited Softball League (AUSL) — just in time for the venture's debut season.
Though MLB has a long history partnering with USA Softball and sponsoring initiatives in and around the game of softball, this week's AUSL announcement marks the baseball organization's first-ever investment in a professional softball league.
"We thought rather than starting on our own and competing, that finding a place where we could invest and grow a business was a better opportunity," MLB commissioner Rob Manfred told the Associated Press on Thursday.
Along with the financial backing that will bolster AUSL's operations and growth plans, MLB is partnering with the new league to boost its visibility through marketing, sales, and content distribution across MLB platforms — including the airing of select AUSL games on MLB Network and MLB.com.
"This is a watershed moment for women's sports and especially for softball," AUSL Commissioner Kim Ng — who notably broke barriers in her previous career as an SVP and, later, GM in MLB — said in a league statement.
"MLB's investment will supercharge our efforts to build the sustainable professional league this sport has long deserved, and sends a powerful message about the value of female athletes and the importance of creating professional opportunities for them."
Softball legends pitch in to build Athletes United success
Athletes Unlimited has been active in the softball space with their unique, individual athlete-centered competition system since 2020, with AUSL marking their first stab at a more traditional league format.
Beginning with the league's first pitch on June 7th, four teams — the Bandits, Blaze, Talons, and Volts — will play a traveling 24-game season across 10 cities prior to a best-of-three championship series between the top two AUSL teams in late July.
With an advisory board of former college and Team USA stars — including Jennie Finch, Natasha Watley, Jessica Mendoza, and Cat Osterman — plus a roster of US softball legends-turned-NCAA coaches like Lisa Fernandez (UCLA) and Stacey Nuveman-Deniz (San Diego State) leading the four teams, AUSL is tapping the sport's best to build a strong foundation for future league success.
With plans to establish city-based squads next year, AUSL is capitalizing on one of the country's most popular college sports — all while creating a sustainable pipeline for current and future NCAA softball stars to turn pro.
According to a Thursday report from The Athletic, shares of the New York Liberty were recently sold at a $450 million valuation, making the reigning WNBA champions the most valuable franchise in women's sports.
Valued at $130 million just last year, the Liberty's new record-breaking worth is over 30 times what majority owners Joe and Clara Wu Tsai paid for the team in January 2019.
The shares in the multi-investor purchase account for an ownership percentage in the "mid-teens," with the capital intended to help fund an $80 million state-of-the-art training facility near the team's Barclays Center home in Brooklyn.
Growing investment in women's sports fuel high valuations
New York's valuation more than doubles the last-known WNBA capital raise, when the Dallas Wings sold 1% of their franchise at a $208 million valuation last August.
The NWSL's Angel City FC previously held the top mark in women's sports, valued at $250 million in last summer's sale to USC dean Willow Bay and her Disney CEO husband, Bob Iger.
Earlier this month, however, WSL champs Chelsea FC surpassed the LA club behind a $26.6 million investment from Reddit co-founder and tennis icon Serena Williams's husband, Alexis Ohanian.
With varied sources placing Ohanian's stake between 8% and 10%, the Blues valuation in that transaction lands in the $265 million to $331 million range — still trailing the Liberty by a hefty margin.
According to Wu Tsai, this is just the beginning, with the business leader boldly predicting blockbuster growth for her Brooklyn team — and the WNBA at-large — at a May 2024 event.
"I believe that in 10 years — or less — I'll be able to come back here to tell you how we turned the New York Liberty into the world's first billion-dollar women's sports franchise," she said.