The 13th NWSL season kicks off mid-March and there’s a lot to be excited by. The 2024 season was a record-breaking one for the league across viewership, attendance, and other metrics, including the announcement of NWSL’s landmark media partnership with CBS Sports, ESPN, Prime Video, and Scripps Sports.
And the media partnerships paid off. Last year’s championship game between Orlando Pride and Washington Spirit averaged almost 968,000 viewers—making it the most-viewed game in NWSL history and an 18% increase from the 2023 final. The seven postseason games averaged 563,000 viewers and accrued a total audience of 4.6 million. And total viewership across Nielsen-rated platforms last season reached 18.7 million—5x the total from the 2023 season.
League attendance also broke the 2 million mark during the regular season for the first time ever. And 89 games saw an attendance of at least 10,000 in 2024—up from the 2023 total of 55 games. On top of positives in viewership and attendance, the NWSL and NWSL Players Association agreed to a new Collective Bargaining Agreement through 2030. Among the highlights from the CBA are free agency and control over where players play, as well as increases in player compensation in benefits.
The 2024 season was one for the books and 2025 is sure to add another great chapter. Ahead of the season we’ve already seen new investment from sports superstars like Sabrina Ionescu, as well as record-breaking sponsorship deals—which we’ll get to shortly.
So, as momentum builds for the 2025 NWSL season, dive into our lists of the front, back, and sleeve partners you’ll see across the league.
NWSL Team Sponsors: Front & Back of Jersey
When it comes to jersey front sponsorships, 13-of-14 clubs enter the 2025 season with partners. Seattle Reign is the only club without one as of now after having the Black Future Co-op Fund on their jerseys for several years. Seattle’s Pacific Northwest rivals, the Portland Thorns, enter the season having recently announced a new sponsor in home security company Ring.
In terms of back-of-jersey sponsors, half of teams have partners and five return from the start of the 2024 season. The two newcomers? Dove, thanks to a monumental deal between Gotham FC and Unilever that saw the personal care brand enter into the largest-ever back-of-jersey sponsor deal in NWSL history. And Alaska Airlines retaining its role as the Portland Thorns’ official airline partner after extending their partnership with the club.
Across the jersey front and back sponsorships, healthcare and financial service are the industries most represented, each having four partnerships. Of note, all of the healthcare partnerships are on jersey fronts.
| Team | Front of Jersey | Industry | Back of Jersey | Industry |
|---|---|---|---|---|
| Angel City FC | DoorDash | Online Food Ordering | Sprouts Farmers Market | Consumer Products |
| Bay FC | Sutter Health | Healthcare | ||
| Chicago Stars | Wintrust Financial | Financial Services | ||
| Houston Dash | MD Anderson Cancer Center | Healthcare | Shell Energy | Energy Solutions |
| Kansas City Current | United Way | Philanthropy | Palmer Square Capital Managmenet | Financial Services |
| NJ/NY Gotham FC | Carmax | Automotive Retail | Dove | Personal Care |
| North Carolina Courage | Merz Aesthetics | Consumer Products | ||
| Orlando Pride | Orlando Health | Healthcare | Publix | Retail Grocery |
| Portland Thorns FC | Ring | Home Security | Alaska Airlines | Airline |
| Racing Louisville FC | GE Appliances | Consumer Products | PNC | Financial Services |
| San Diego Wave | Kaiser Permanente | Healthcare | ||
| Seattle Reign | ||||
| Utah Royals | America First Credit Union | Financial Services | ||
| Washington Spirit | CVS Health | Health & Wellness |
NWSL Team Sponsors: Sleeves
As has been the case since 2021, Ally—one of the league’s most steadfast partners—continues to appear on the left sleeve of every team’s jersey.
On the right sleeve, 10-of-14 teams enter the season featuring a brand logo. Five return from the start of the 2024 season—six if you include the transition from SNICKERS (a Mars brand) to Mars for Washington Spirit. Eight of the 10 brands are from unique industries, while healthcare is represented twice via Blue Cross Blue Shield and Intermountain Health.
| Team | Sleeve (Left) | Industry | Sleeve (Right) | Industry |
|---|---|---|---|---|
| Angel City FC | Ally | Financial Services | NYX Professional Makeup | Personal Care |
| Bay FC | Ally | Financial Services | Visa | Payment Services |
| Chicago Stars | Ally | Financial Services | ||
| Houston Dash | Ally | Financial Services | Magellan Corporation | Supply Chain |
| Kansas City Current | Ally | Financial Services | Blue Cross Blue Shield KC | Healthcare |
| NJ/NY Gotham FC | Ally | Financial Services | ||
| North Carolina Courage | Ally | Financial Services | Jump | Fan Engagement |
| Orlando Pride | Ally | Financial Services | Heart of Florida United Way | Philanthropy |
| Portland Thorns FC | Ally | Financial Services | ||
| Racing Louisville FC | Ally | Financial Services | Toyota | Automotive |
| San Diego Wave | Ally | Financial Services | Dexcom | Medical Technology |
| Seattle Reign | Ally | Financial Services | ||
| Utah Royals | Ally | Financial Services | Intermountain Health | Healthcare |
| Washington Spirit | Ally | Financial Services | Mars | Consumer Goods |
Nike, NWSL unveil 2025 team jerseys
Want more jersey details? Below are design cues for each jersey, which are expanded on in this article published by NWSL:
- Angel City: secondary jersey is a love letter to Los Angeles
- Bay FC: nine lines represent the nine counties that bind the Bay Area
- Chicago Stars: secondary jersey shows a menacing alter ego symbolizing relentless intensity
- Houston Dash: “Cosmic Storm” jersey represents the chaotic energy of a cosmic storm
- KC Current: “Teal Town Kit” features a map view of Kansas City and the Missouri River
- Gotham FC: secondary jersey reflects the club’s and region’s grit, resilience, and ambition
- NC Courage: The “Believe Kit” embodies North Carolina as ‘The Place to Be’
- Orlando Pride: The “Decennial Kit” draws inspiration on the club’s 2016 jersey
- Portland Thorns: celebrates the heart and soul of Portland and the internal fire connecting all
- Racing Louisville: “The Roots Kit” is a symbol of the city’s commitment to relentlessness
- San Diego Wave: jersey features deep ocean blues and tide-like teals rising from the ocean’s depths
- Seattle Reign: Lines on “The Rise Kit” draw inspiration from Seattle’s skyline
- Utah Royals: “The Great Salt Lake Kit” is designed after the world-famous namesake
- Washington Spirit: The “Shockwave” jersey is built for those who shake foundations