The Impact of the 2026 World Cup on the NWSL and U.S. Soccer
The 2026 World Cup, co-hosted by the United States, Canada, and Mexico, is poised to be a transformative event for soccer in North America. The tournament, which will be the largest in FIFA history with 48 teams, is expected to run from June 11 to July 19, 2026. This event presents both opportunities and challenges for the National Women’s Soccer League (NWSL) and the broader soccer landscape in the United States.
The NWSL’s Strategic Positioning
The NWSL, under the leadership of Commissioner Jessica Berman, is strategically positioning itself to capitalize on the increased interest and attention that the 2026 World Cup will bring. Berman has been vocal about the league’s plans to continue its regular-season schedule during the World Cup, ensuring that the women’s game maintains momentum and visibility.
Leveraging the Global Spotlight
By keeping its regular-season games on schedule, the NWSL aims to benefit from the global spotlight on soccer. This strategy is crucial for several reasons:
– Increased Visibility: The World Cup will attract a massive audience, both domestically and internationally. By playing concurrently, the NWSL can tap into this heightened interest, potentially drawing new fans to women’s soccer.
– Market Expansion: With 11 of the 16 host cities located in the U.S., the NWSL has a unique opportunity to expand its reach. Currently, only one NWSL team, Seattle’s Reign FC, plays in a World Cup host city. However, with the addition of Boston Legacy FC as an expansion team, seven NWSL teams will be based in host cities by 2026.
– Youth Engagement: The World Cup’s excitement can inspire a new generation of soccer players. The NWSL can engage young fans by offering them a local, women’s soccer experience to complement the international spectacle.
The Anticipated Growth of Soccer in the U.S.
Jessica Berman has predicted “explosive growth” in soccer interest over the next four to six years, driven by the 2026 World Cup and the potential hosting of the 2027 Women’s World Cup. This growth is expected to manifest in several ways:
Increased Participation
The World Cup’s success could lead to a surge in youth soccer participation. As more children are drawn to the sport, the demand for local soccer programs and leagues will likely increase. This growth can benefit the NWSL by creating a larger talent pool and a more engaged fan base.
Infrastructure Development
Hosting the World Cup requires significant investment in soccer infrastructure, including stadiums, training facilities, and youth academies. These investments can have a lasting impact on the sport’s development in the U.S., providing better resources for players and fans alike.
Commercial Opportunities
The World Cup presents commercial opportunities for the NWSL and other soccer stakeholders. Increased sponsorship, broadcasting deals, and merchandise sales can generate revenue, helping to grow the league’s financial stability and competitiveness.
Challenges and Considerations
While the 2026 World Cup presents numerous opportunities, it also poses challenges for the NWSL. The league must navigate several considerations to ensure its success:
Scheduling Conflicts
Playing during the World Cup could lead to scheduling conflicts, with some fans and players potentially prioritizing the international tournament. The NWSL must find ways to mitigate these conflicts, such as scheduling games on non-traditional days or offering flexible ticketing options.
Resource Allocation
The World Cup will demand significant resources, including stadiums, media attention, and fan engagement. The NWSL must ensure it can compete for these resources, even as the World Cup takes center stage.
Maintaining Momentum
The NWSL must maintain its momentum and growth trajectory during the World Cup. This involves continuing to invest in player development, fan engagement, and league infrastructure, even as the World Cup captures the nation’s attention.
The Road Ahead
As the 2026 World Cup approaches, the NWSL has a unique opportunity to leverage the tournament’s excitement and growth to elevate the women’s game. By strategically positioning itself, the league can capitalize on the increased interest, expand its reach, and inspire a new generation of soccer fans.
A Vision for the Future
The NWSL’s plans to continue its regular-season schedule during the World Cup demonstrate a forward-thinking approach. By doing so, the league can maintain its visibility, engage new fans, and continue to grow. This strategy aligns with the broader vision of fostering soccer’s development in the U.S., creating a sustainable and thriving ecosystem for the sport.
Conclusion: Embracing the Opportunity
The 2026 World Cup is more than just a sporting event; it is a catalyst for growth and change in U.S. soccer. For the NWSL, it represents an opportunity to elevate the women’s game, engage new fans, and inspire the next generation of players. By embracing this opportunity and navigating the challenges that come with it, the NWSL can play a pivotal role in shaping the future of soccer in the United States. The road ahead is filled with promise, and the NWSL is well-positioned to lead the way.
