January 11, 2025 – In a historic move aimed at advancing gender equality in sports, U.S. Soccer has announced a groundbreaking partnership with major corporate sponsors, media networks, and grassroots organizations to dramatically increase investment in women’s soccer. The partnership, unveiled today, is part of a larger initiative to elevate women’s sports in the United States, providing unprecedented funding, exposure, and support to athletes, coaches, and organizations in the women’s soccer ecosystem.
The deal, which is projected to be worth over $500 million over the next decade, will focus on enhancing the visibility of women’s soccer at all levels, from youth leagues to the national team. The initiative comes as women’s sports continue to gain momentum globally, driven by rising viewership, increased sponsorship deals, and growing participation in sports like soccer, basketball, and tennis. However, U.S. Soccer recognizes the need for sustained investment to ensure that women’s sports continue to grow and thrive.
“This partnership is a game-changer for women’s soccer in the U.S. and globally,” said Cindy Parlow Cone, President of U.S. Soccer. “This initiative represents our commitment to ensuring that female athletes have the same opportunities, resources, and recognition as their male counterparts. It’s not just about growing the game—it’s about creating a sustainable ecosystem that supports women’s sports for generations to come.”
The new partnership will encompass several key areas:
- Increased Funding for Women’s Leagues: A significant portion of the funding will be allocated to the National Women’s Soccer League (NWSL), the top-tier professional league for women in the U.S. The league will see a substantial increase in salaries for players, better facilities, and expanded media coverage. This will allow the NWSL to compete more effectively with other top global leagues and attract top-tier talent from around the world.
- Expanded Youth Development Programs: The initiative will also focus on the grassroots level, with funding directed toward youth soccer programs for girls. This includes scholarships, coaching development, and partnerships with schools to ensure that young women have access to high-quality training and competitive opportunities.
- Media Exposure and Broadcast Rights: A key component of the partnership is the commitment to increasing the media visibility of women’s soccer. Television networks and digital platforms have agreed to broadcast more NWSL matches, as well as international competitions like the FIFA Women’s World Cup. In addition, U.S. Soccer has negotiated increased coverage for women’s soccer in mainstream sports media outlets, ensuring that games and profiles of athletes receive the exposure they deserve.
- Sponsorship and Commercial Investment: Several high-profile corporate sponsors, including Nike, Coca-Cola, and Visa, have joined the effort, agreeing to long-term partnerships that will not only financially support women’s soccer but also provide career development resources for athletes. These sponsorship deals are expected to significantly raise the profile of women’s soccer, offering financial stability for players and clubs.
- International Collaboration: As part of the broader global effort to increase opportunities for women in sports, the U.S. Soccer Federation will collaborate with international organizations to develop joint initiatives for women’s soccer in regions where the sport is still emerging. This includes youth development programs in countries with limited resources, as well as cross-border competitions to enhance the global appeal of women’s soccer.
The announcement has been met with widespread praise from athletes, coaches, and advocates for gender equality in sports. U.S. women’s national soccer team star Megan Rapinoe, who has long been an advocate for equal pay and opportunities for women in sports, called the partnership “a monumental step forward for women’s soccer and for women in sports as a whole.”
“We’ve fought long and hard for equality, and this partnership shows that the hard work is paying off,” said Rapinoe. “The future of women’s soccer is incredibly bright, and this will pave the way for future generations of athletes to have even greater opportunities.”
