Digital insurance company Gainbridge made a major play by teaming up with the United Soccer League (USL) yesterday. The USL’s Super League is now called the Gainbridge Super League, the first-ever title partnership for a U.S. pro soccer league. The partnership illustrates how brands are starting to recognize opportunities at all levels of the flourishing U.S. soccer pyramid.

Yesterday, AI–powered sports marketing data insights platform Relo Metrics officially added NWSL data to its Relo Census product, which the company touts as a must-have tool for marketers. By adding the soccer league’s data, brands can now see the ROI of NWSL sponsorships in real time, which will likely encourage even more investment in the league.

It’s here — the Northern Super League (NSL), Canada’s new pro women’s soccer league, makes its long-awaited debut tonight at 109 p.m. ET, with Calgary Wild FC taking on Vancouver Rise FC in the inaugural match. Ahead of the first whistle, here’s everything you need to know about the NSL, including how it stands to impact the Great White North’s footy landscape.

This feature is brought to you in partnership with BMO.

This week, Chelsea F.C. shared financial results for the 2023–2024 season, including the valuation for its women’s side. With Chelsea reorganizing its women’s team under subsidiary BlueCo 22 Midco Limited, the WSL club is reportedly worth $257M, making it the highest-valued women’s soccer team in the world — and topping Angel City FC’s $250M valuation.

Yesterday, FIFA confirmed the hosts for the 2031 and 2035 Women’s World Cup (WWC) tournaments in 2031 and 2035 as the U.S. and the UK, respectively. While these nations were the only ones to submit valid bids by the deadline, the confirmation is still a significant milestone for both burgeoning women’s soccer markets.

Yesterday, the NWSL signed telecommunications giant AT&T as its official connectivity partner through an expansive, multiyear deal. While the partnership marks a major commitment to the women’s soccer league, it’s also a safe bet considering AT&T’s previous sports investments and the NWSL’s engaged audience.

Yesterday, U.S. media and marketing platform For Soccer released the first installment of its 2025 United States of Soccer series, which profiles women soccer fans in the U.S. The report covers how this audience of 44M women — 43% of all U.S. soccer fans — is growing in size and influence, offering insights for marketers to meet them where they are.

With investment in women’s soccer on the rise globally, some of the sport’s brightest minds have teamed up to capitalize on its universal appeal in an adapted format. Yesterday, World Sevens Football (W7F) announced it would launch this May as a multi-city women’s soccer tournament.

On Friday, the NWSL kicked off its 2025 season by allowing more global access than ever thanks to new media rights deals. The league expanded its international reach through ESPN while also signing media rights packages to networks in Europe, Latin America, Asia, and Australia. Through this, NWSL content will now reach more than 130 countries.

Before the first whistle blows, here’s a look at what’s to come on and off the pitch during the NWSL’s 13th season. Let’s kick it.

Yesterday, toy company Bandai Namco made history thanks to a unique multiyear partnership with the NWSL’s Angel City FC (ACFC). The deal makes the iconic Japanese brand the first toy company to sponsor a major U.S. professional women’s sports team, one that will debut its own limited-edition Tamagotchi at its home opener this Sunday.