Investing in Women’s Sports

Tuesday, January 6, 2026

The need for pay equity has been a constant topic of conversation within women’s sports, and is coming to a head again with the end of Trinity Rodman’s contract with the Washington Spirit. The big question: will she stay with the National Women's Soccer League (NWSL), where there is a salary cap, or will she move to Europe for higher pay?

As of January 2026, the issue is still unresolved. She is a free agent, and the situation begs the questions: a) why aren’t women soccer players paid more, and b) how can we secure more investment into their teams?

To me, investment is the key word in making change.

1) Brand investment in the players and teams. As a GM said in an anonymous survey, Trinity Rodman is famous-famous, not just soccer-famous. Her notoriety outside of the soccer world is important for raising awareness around the NWSL and inspiring future generations of soccer players. But she shouldn’t be the only one who is famous-famous. Brands can help by investing in the players. On invests in runners. Red Bull invests in daredevils. The list goes on. There are many female athletes I know of because of these partnerships. Brand sponsorships like this help inspire audiences, increase emotional investment in the sport, and eventually financial investment.

2) Financial investment in the teams. Michele Kang and Kara Nortman are just a couple of names who are investing millions of dollars into women’s sports. Michele Kang, owner of the Washington Spirit (NWSL), London City Lionesses (England), and Olympique Lyonnais Féminin (France), has committed at least $55 million toward women’s soccer — including funding research, youth development, coaching pathways, and athlete support. Kara Nortman, is the co-founder of the NWSL club Angel City FC and Monarch Collective, a sports investment fund focused on women’s teams, leagues, and media rights. The Collective has raised and is investing hundreds of millions of dollars to invest across the women’s sports ecosystem.

3) Team investment in their own brand. It’s important to consider the value of overspending for a good ROI, because fans are likely to reward brands that support the league. If a team's leadership is properly showing up for their athletes, fans will notice and want to come out to support them. And a reminder: creating a successful, compelling, authentic brand doesn’t happen overnight. It requires nurturing and commitment.