NWSL’s new marketing push signals a bigger brand opportunity

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The National Women’s Soccer League is using a rare soccer spotlight to turn rising attention into a bigger brand business. With the 2026 FIFA World Cup coming to the US, Canada, and Mexico, the league has installed Rachel Epstein as chief marketing officer and Brian Kelly as chief commercial officer to grow audiences, sponsorships, and athlete-led storytelling.

The timing matters. FIFA says the 2026 World Cup will be the first with 48 teams and three host countries, giving soccer an unusually large North American marketing window. For the NWSL, that means casual World Cup interest can become regular women’s soccer fandom if the league gives new fans clearer stories, stars, and reasons to watch.

Rachel Epstein told a popular digital media brand and weekday email newsletter, the opportunity is to “build the narrative” with more frequent, culturally relevant content that creates entry points for newer fans. She also said women fans often “need connection first, before they build avidity,” putting player personalities and backstories at the center of the NWSL marketing strategy.

Brands are already responding. Brian Kelly said NWSL sponsorship revenue is up about 44% from 2025 to 2026, calling that growth “almost unheard of at a league level.” He wants sponsors to move beyond logo placement and help build deeper athlete storytelling around current stars and wider rosters.

The league is also courting categories including auto, beer and spirits, energy drinks, sports drinks, pharma, fitness, and quick-service restaurants. For marketers, the pitch is clear: women’s soccer is no longer only a values-led buy. It is becoming a fan-growth, content, and sponsorship platform with a major World Cup tailwind.