NJ/NY Gotham FC’s Dove sponsorship illustrates how success energizes NWSL fans and sponsors

The GIST: Yesterday, NJ/NY Gotham FC inked a multiyear deal with Dove that includes a back-of-jersey sponsorship, reportedly breaking the NWSL’s $500K record for a back-of-jersey logo deal. After years of low turnout, the NYC–adjacent NWSL team has finally been able to take advantage of being in the biggest metro area thanks to big-name signings and on-field success.

• When fans are drawn to buzzworthy franchises, so are sponsors. Since Gotham won its first-ever NWSL title in 2023 and the Orlando Pride won its first championship in 2024, these two franchises have seen their fanbases grow dramatically, which has resulted in a notable uptick in major sponsorship deals. Follow the money.

NJ/NY Gotham: The club ranks eighth in NWSL valuations at $80M and boosted its 2024 revenue 66% to $9.3M. Though Gotham endured low attendance for years due to stadium inaccessibility, its average attendance jumped 36% YoY last season, culminating in its most-attended game in franchise history during the 2024 quarter-finals.

• After winning the 2023 NWSL Championship, official automotive retail sponsor CarMax stepped up its partnership to become a marquee sponsor, and the club even hired an agency to find a front-of-kit logo deal for 2026. Gotham also signed a first-of-its-kind fashion partnership with UK fashion brand Aligne last year. Winning never goes out of style.

Orlando Pride: Like Gotham, attendance for the Orlando team has suffered in recent years despite heavy owner investment. But thanks to a historic unbeaten streak in 2024, the Pride saw average attendance jump from 6.3K to 8.3K, reset its franchise attendance record, and enjoyed a 52% YoY revenue boost in 2024.

• Just like fans, brands soon showed up to celebrate the Pride’s thrilling success. In August, Florida-based supermarket chain Publix became the team’s first-ever back-of-kit sponsor, and in November, Verizon became the official and exclusive telecoms provider for both Orlando’s MLS and NWSL clubs.

Zooming out: Brands want to be where the fans are, and when NWSL fans become energized by revamped teams, companies follow suit. Success comes in many forms, too — the KC Current saw an influx in sponsor interest thanks to its new stadium, while popular expansion team Bay FC landed the NWSL’s biggest sponsorship in league history before its first season of play. The pitch sells itself.