The NWSL has granted Commissioner Jessica Berman a three-year contract extension, keeping her in charge through the 2028 season. Berman’s initial four-year deal, signed in 2022, was set to expire after the current season. The extension comes after months of deliberation among league ownership, and puts her in position to lead into new phases.
Getty Images SportLeadership for NWSL’s next growth phase
Berman’s extension ensures continuity at the helm of the NWSL as the league prepares for its next chapter. Since her appointment following Lisa Baird’s resignation, Berman has overseen rapid expansion, increased media revenue, and record attendance growth.
The extension positions her to guide the league through upcoming media rights deals and the integration of new franchises, including two – Boston and Denver – set to debut in 2026.
AdvertisementExpansion and revenue growth
Under Berman’s guidance, the NWSL has added four new franchises, with fees exceeding $215 million. Franchise valuations have soared, highlighted by Angel City’s $250 million valuation in 2024. Domestic media rights revenue has grown to approximately $60 million annually through partnerships with CBS, ESPN, Amazon, and Scripps Sports, with a new streaming deal with Victory+ beginning next season.
Average attendance rose 42 percent from 2022 to 2024, reaching a record 11,235 fans per game last year.
NWSL eyes cultural breakthrough
Speaking about the league’s long-term vision, Berman outlined her ambition to position the league as a defining force in American sports culture. With the 2031 horizon in mind, Berman emphasized the unique opportunity for women’s soccer to expand its influence beyond the pitch.
“There is a huge opportunity between now and 2031,” Berman told The Athletic. “The NWSL has the benefit of being synonymous with greatness in the U.S in a global sport like soccer, which is so dominated by men and their narrative. There’s a lot we can do to penetrate the cultural zeitgeist that exists at the intersection of America and soccer.”
Getty Images SportConfidence amid challenges
The decision to extend Berman’s contract reflects the league’s confidence in her ability to navigate the NWSL’s continued growth despite internal challenges.
While questions remain about executive stability and competition with European leagues, Berman’s track record of expanding the league’s footprint, increasing revenue, and elevating attendance has earned her industry recognition.