NWSL Aims for Continued Growth Ahead of 2026 Season

COO Sarah Jones Simmer outlines strategy to build on recent attendance and viewership records

Mar. 14, 2026 at 12:00am by Ben Kaplan

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The National Women's Soccer League (NWSL) is poised for another season of growth, with COO Sarah Jones Simmer outlining the league's plans to build on recent attendance and viewership records. In 2025, the NWSL saw average crowds exceed 10,000 for the third straight year, including a record 40,000 fans at San Francisco's Oracle Park, while season viewership rose 22% year-over-year, particularly among young women.

Why it matters

The NWSL's continued growth and popularity reflects the increasing prominence and commercialization of women's professional sports in the United States. As the top women's soccer league, the NWSL's success is seen as a bellwether for the broader acceptance and support of elite female athletes.

The details

COO Sarah Jones Simmer discussed the league's strategy to build on its recent momentum, including plans to expand into new markets, invest in marketing and player development, and leverage emerging media and technology platforms to reach wider audiences.

  • In 2025, NWSL average crowds exceeded 10,000 for the third straight year.
  • In 2025, NWSL season viewership rose 22% year-over-year.
  • The 2026 NWSL season is set to kick off in the coming months.

The players

Sarah Jones Simmer

Chief Operating Officer of the National Women's Soccer League.

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What they’re saying

“In 2025, everyone wanted in on the NWSL. Average crowds exceeded 10K for the third straight year, including a record 40K at San Francisco's Oracle Park, while season viewership rose 22% YoY (especially among young women).”

— Sarah Jones Simmer, COO (thegistsports.com)

The takeaway

The NWSL's continued growth and popularity reflects the increasing prominence and commercialization of women's professional sports in the United States, signaling a broader acceptance and support of elite female athletes.