NWSL to Kick Off 2027 Season Right Before Super Bowl, Tapping into Major Media Spotlight

NEW YORK — The NWSL is set to break new ground as it adjusts its schedule due to the upcoming Women’s World Cup, with the league's 2027 regular season beginning in Los Angeles just three days prior to Super Bowl LXI.

Scheduled to take place in Southern California, this Super Bowl will be the first aired on ESPN, also making it available via simulcast on ABC. This strategic decision highlights the NWSL's commitment to maximizing visibility during one of sports' most celebrated weekends. NWSL commissioner Jessica Berman underscored this intention during a press conference, expressing eagerness to leverage the “halo” effects of major events, similar to how the league benefitted from the men’s World Cup this summer.

In recent months, the NWSL experienced a notable boost when it returned from a brief interruption due to the men’s tournament. Their match at Citi Field, where Gotham FC faced off against the Washington Spirit, sold out shortly before the World Cup final in New Jersey. This crossover potential with high-profile events not only engages existing fans but also attracts new viewers, a strategy Berman is keen to replicate.

As excitement builds for the 2027 season, it's also the final year of the NWSL's current media contracts with major platforms including ESPN, CBS, Amazon Prime, and Ion. This comes on the heels of the recent termination of the league's partnership with Victory+, attributed to payment failures alongside broader discussions regarding media rights. Berman recognized the significance of these negotiations ahead of the 2028 season and beyond, emphasizing that all current broadcasters have shown strong enthusiasm for the league's product.

These media contracts are critical. They not only impact how the games are presented but also how the league can expand its brand through new tentpole events like an All-Star Weekend. The planning for these events hinges greatly on the international match calendar, which will influence NWSL dynamics as players are often called to represent their national teams. Berman noted that awareness of these scheduling conflicts is essential for the league's growth.

“We are actively seeking opportunities to create tentpole events that resonate with our fanbase and create additional value for our partners,” Berman said. The upcoming 12 to 18 months will be vital for aligning these goals with FIFA's extended match calendar, which will run through 2029.

Context of the League's Growth

On the fan engagement front, the NWSL is experiencing its most successful season in terms of attendance, boasting a median figure of 10,031 fans per game. In addition, the league's average attendance is also remarkable, sitting at 11,174 fans. These figures not only signify a growing interest but also suggest an increasingly vibrant community of supporters, crucial for the league’s viability.

Merchandise sales tell a similar story. Compared to the first half of the previous season, NWSL Shop sales have skyrocketed by 178%, while first-week jersey sales among teams have surged by 77% from last year. These statistics highlight a broadening of the league's fanbase as well as a deepening loyalty from existing supporters. The anticipation around next season’s kickoff will only amplify this momentum.

Future Implications

What should fans watch for next? The NWSL's prioritization of tentpole events offers a glimpse into a more collaborative future with broadcasters. This trend could very well shape the structure of professional women's soccer in North America, fostering an environment where exposure to this and other major events becomes routine. As the league prepares for numerous potential changes in the next year, establishing a consistent and captivating broadcast strategy is likely high on the agenda.

Berman's pragmatic approach signifies an adaptive mindset, ensuring that the NWSL continues expanding despite the challenges of integrating its calendar with that of international football events. The focus on enhancing fan experience while simultaneously broadening reach will likely yield dividends, positioning the league to harness the energy of events like the Super Bowl effectively.

As the countdown to the 2027 season begins, one thing is clear: the NWSL is not simply waiting for growth to happen; it’s actively making strategic moves to drive interest and participation, setting the stage for what could be a watershed moment in its history.