OUR WORK National Women’s Soccer League
Save of the Game: NWSL’s Incredible Comeback
The NWSL faced a major crisis during the 2020 and 2021 seasons, with reports of misconduct, leadership failures, and plummeting attendance tarnishing its reputation and diminishing enthusiasm for women’s sports. Under new Commissioner Jessica Berman, the league launched a comprehensive investigation, released a damning report on systemic abuse, and embarked on a strategic overhaul to rebuild trust, prioritize player well-being, and reestablish itself as a leader in women’s sports. FINN was brought aboard to help rehabilitate the League’s reputation and reestablish trust among players, fans, and future stakeholders.
GOAL
Rehabilitate NWSL’s reputation and regain the trust of players and fans.
SECTOR EXPERTISE
Consumer & Lifestyle
Sports Marketing
1.5M
attendance for 2023 season
$240M
media deal with CBS, ESPN, Prime Video, and Scripps; largest in women’s sports history
626B
media impressions
The Work
The NWSL faced a major crisis after reports of misconduct and leadership failures led to player outrage, declining attendance, and reputational damage. Under new Commissioner Jessica Berman in 2022, the league embraced transparency, released an investigative report, and took bold steps to rebuild trust and address systemic issues, focusing on player well-being, diversity, and growth.
Strategic efforts included leveraging media, thought leadership, and cultural moments like the Women’s World Cup and PRIDE Month to showcase the league’s transformation. Initiatives such as high-profile interviews, new expansion teams, and campaigns like “We Play Here” drove visibility. Achievements included a $240 million media rights deal and record-setting attendance in 2023.
The league’s turnaround earned it widespread acclaim, including recognition on Fast Company’s “Most Innovative Companies” list, record sponsorships, and soaring investments. The NWSL has reestablished itself as a leader in women’s sports and a model for transformative change.