The NWSL continues to receive love from the Golden State. The African American Sports & Entertainment Group (AASEG) and The Town FC announced Wednesday that they are exploring a joint expansion bid in the Oakland-East Bay region, and plan to formally submit their candidacy in 2024 or 2025.

Ally will keep on kicking with the NWSL. During halftime of Saturday’s championship, the financial services company announced a five-year extension of its partnership to stay on as the NWSL’s second-largest sponsor (only behind Nike).

This week, commissioner Jessica Berman revealed in an interview that the NWSL earned multiple business victories during a year of record-high engagement with women’s sports.

Minnesota Aurora FC is turning things up a notch. Just months after completing its first season, the pre-professional women’s soccer club is exploring the idea of going pro.

Two groups are reportedly finalizing bids to acquire the club from owner Merritt Paulson, who remains under pressure to sell following an independent investigation into abuse in women’s soccer.

As some brands reconsider their relationships with the NWSL following the findings of an independent investigation into its culture of abuse, one very visible league sponsor isn’t — Ally.

Broadcasters better have FIFA’s money. Chief business officer Romy Gai said yesterday that FIFA rejected multiple recent bids to air July’s Women’s World Cup because the offers were too low.

Deal tracking platform SponsorUnited published a report yesterday that indicates endorsements for women’s teams and leagues increased 21% YoY in the U.S., Europe and Australia, while athlete sponsorship jumped 18%.

Pressure is mounting on two NWSL owners to sell. After an independent investigation, the U.S. Soccer Federation (USSF) published a groundbreaking report on Monday detailing systemic abuse across the league and negligence from the likes of Portland Thorns owner Merritt Paulson and Chicago Red Stars founder Arnim Whisler.

On Monday, the U.S. Soccer Federation (USSF) announced media, advertising and technology exec JT Batson as its new CEO and secretary general.

Saturday is clearly for the girls. In their 4–0 victory against visiting Tottenham F.C., Arsenal welcomed 47,367 fans to the North London Derby, smashing the Women’s Super League’s (WSL’s) attendance record by almost 10K in the process.

Yesterday, the NWSL’s Chicago Red Stars and Germany’s VfL Wolfsburg launched a strategic alliance to build both brands domestically and abroad, while also capitalizing on the global growth of the women’s game.