Soccer fans came out in droves to see World Cup stars like Julie Ertz (c) suit up for the Red Stars on SundayGETTY IMAGES
All parties involved with the NWSL know the "hard work is still ahead" for the league despite the "current buzz around the game" as well as new deals with Budweiser and ESPN, according to Laine Higgins of the WALL STREET JOURNAL. Many games this past weekend saw a post-World Cup boost in attendance, including a sellout crowd of 17,388 at Sunday's N.C. Courage-Chicago Red Stars game at SeatGeek Stadium. Red Stars and USWNT G Alyssa Naeher said, "It's great one game is a sellout. But now the challenge is how we continue to have that every weekend. How can we continue to bring people out to the games?" Higgins notes crowds at NWSL games following the USWNT's World Cup win in '15 "jumped 22%," while the '16 Rio Games contributed to another 10% increase. However, crowds "dwindled noticeably" after the U.S. lost in the quarterfinals in Rio and continued into '17, when seven of the 11 teams "saw smaller crowds" (WALL STREET JOURNAL, 7/24). Courage and USWNT D Crystal Dunn after Sunday's match said, "I really hope that the fan base that we got today ... I don't want that to just be a couple times a year." Red Stars Owner Arnim Whisler: "The goal now is to lock them in. We've done all the right data capture on not just the people that came, but the people that shopped the people that considered the ad and didn't buy. And all that marketing starts tonight to get 'em back" (ESPNW.com, 7/22).
A BUD-DING RELATIONSHIP: In Philadelphia, Jonathan Tannenwald reported Budweiser's deal with the NWSL drew attention in part because of the involvement of SUM, which "handles deals for MLS and the U.S. Soccer Federation but not the NWSL, even though U.S. Soccer runs the NWSL." Portland Thorns Owner Merritt Paulson said SUM did the deal "pro bono." NWSL Commissioner Amanda Duffy added that SUM "did not take a commission or fee." Regardless of how it is characterized, it is "clear that SUM offered to do something that it didn't have to do." Duffy: "Our relationship with SUM and with Major League Soccer is a growing relationship. It's important to them and it was important in that specific dialogue related to Budweiser (that) they wanted to express their support and show that support in a tangible way." Tannenwald noted while aligning with Budweiser is big for the NWSL, it "won't look as great if the league doesn't bring in more major sponsors." Duffy "gave a less-than-precise answer" when asked if any more deals are coming. She said, "There has been a lot of outreach that's happened over the last few weeks, and we feel confident and strong in those opportunities" (PHILADELPHIA INQUIRER, 7/23).
