Six Years of Soccer: How U.S. Brands Can Win Big on the World’s Biggest Stage

Sep 8, 2024; San Diego, California, USA; San Diego Wave FC forward Alex Morgan (13) signs autographs for fans following her final match before retirement between San Diego Wave FC and the North Carolina Courage at Snapdragon Stadium. Credit: Jonathan Hui-Imagn Images

From 2025 to 2031, the United States will be the epicenter of world soccer. In just six years, we’ll host four major global tournaments — including both the FIFA Men’s and Women’s World Cups — alongside the Olympics and Paralympics. For brands, this isn’t just a marketing window. It’s a runway.

According to Parity’s newest research report, What Every Marketer Needs to Know: U.S. Women’s Soccer Fans, 25% of U.S. soccer fans watch women’s soccer exclusively. That means brands that only invest in the men’s game risk missing a quarter of their potential audience — before the starting whistle even blows.

The Global Stage Comes Home

Between the NWSL, the newly launched Gainbridge Super League, and these massive international tournaments, there’s now no offseason for women’s soccer in the U.S. The domestic stage has never been stronger, and the global spotlight is about to shine brighter than ever.

By 2030, the women’s soccer fanbase is projected to grow by nearly 40% globally, making it one of the top five sports worldwide. That growth will be happening in real time as the U.S. hosts the most prestigious tournaments in the sport.

The Portfolio Play: Why Brands Need a Well-Balanced Soccer Strategy

Just like a financial portfolio, your sponsorship investments work best when they’re balanced.

• Near-Term: Activate now in NWSL and GSL to start building equity with women’s soccer fans.
• Mid-Term: Sustain momentum through the FIFA Men’s World Cup in 2026, incorporating women's soccer into any activation to maximize reach.
• Long-Term: Double down in the FIFA Women’s World Cup (2027) and U.S.-hosted 2031 tourney.
  
  

The brands that execute this “six-year soccer plan” will see their equity grow exponentially — those that don’t will find themselves trying to buy into a conversation that’s already moved on.

Proof in the Data (from Parity’s newest research):

• 1 in 4 women’s soccer fans have made a purchase because of a brand’s sponsorship — making them 58% more likely to buy for this reason alone than other women’s sports fans.
• 78% trust women athletes, with the most of any women's sport audience saying they trust women athletes "a lot."
• Nearly half want to see brands collaborate with athletes on product lines, ranking it as the #1 way brands should show up.
  
  

Case Studies in Winning the Long Game

• Gainbridge x USL Super League: A historic title sponsorship that positioned Gainbridge as the exclusive financial services partner across all league platforms, doubling down on equity and access in women’s sport.
• ALIGNE x Gotham FC: A fashion partnership that blends style, empowerment, and cultural relevance.
• Modelo x Ali Riley: Authentic fan engagement tied to soccer culture, creating a bold brand presence.
  
  

Get Started Today

The next six years are the most important stretch in U.S. soccer history — and women’s soccer is at the heart of it. Parity’s newest research report shows this audience is loyal, engaged, and ready to act.

At Parity, we work with 110+ professional women’s soccer athletes to design athlete-led campaigns that build trust, create pride, and drive ROI.

To access the What Every Marketer Needs to Know: U.S. Women’s Soccer Fans report, visit https://paritynow.co/report-2025-soccer-fan-survey. 

About Parity, a Group 1001 Company
Parity is the leading platform for professional women athlete partnerships. With a mission to close the gender income gap in sports and beyond, Parity connects brands with a diverse network of more than 1,100 women athletes from 85 sports. Through sponsorship activations, content collaborations, and strategic advisory, Parity helps brands authentically engage the most trusted voices in sports today. For more information, visit www.paritynow.co, or follow us on Instagram and LinkedIn.