NWSL shares proposal for second-tier affiliate league as U.S. soccer pyramid flourishes

The GIST: Last week, it was announced that the NWSL, per CBS Sports, formally applied to the U.S. Soccer Federation (USSF) to create a new Division II league in 2026. The timing is interesting, as it comes on the heels of big shake-ups in the U.S. soccer pyramid. Let’s recap and dig into the business opportunity for brands and owners alike.

The American women’s soccer landscape: For just over a decade, the NWSL was the exclusive Division I professional women’s soccer league in the U.S. The league has flourished as soccer interest and participation have grown at the grassroots level, illustrating the capacity for more pro and amateur leagues.

• The United Soccer League (USL) launched its Division I women’s league, the USL Super League (recently renamed the Gainbridge Super League), last August. The two leagues claim they’re not competing, and with the NWSL more established, the Gainbridge Super League provides an alternate pro platform as players build their careers.

• Then last week, the Women’s Premier Soccer League (WPSL) announced a plan to launch a Division II pro league in 2026. The move filled a hole in the U.S. soccer pyramid and created a feeder league for the NWSL and Gainbridge Super League, which makes this NWSL development especially intriguing.

The NWSL plan: Unlike the WPSL, the NWSL’s new league would be directly affiliated, giving the league an edge. Eight NWSL teams have already committed to the DII league, and all NWSL clubs are required to have an affiliated team within the first four years.

The men’s comparison: There’s a thriving precedent for second-tier feeder leagues in the NBA, MLB, and NHL. Fan engagement with these local farm teams tends to be strong, with 78% of minor league baseball fans being more likely to buy products from team sponsors.

• And thanks to solid attendance and engagement figures in recent years, the NBA’s G League enjoys partnerships with major brands like Gatorade and Hyatt.

• Meanwhile, in 2023–24, the NHL’s AHL broke its single-season attendance record with 6.8M fans attending games.

Lingering questions: These days, the NWSL isn’t the only game in town — but it’s still the most dominant pro women’s soccer league in the U.S. With the existence of the Gainbridge Super League and plans for the WPSL, how does the NWSL’s new second-tier league fit into the U.S. soccer pyramid? Will it become the preferred pathway to the big leagues?

• Only time will tell, but in the meantime, brands should consider partnering with these affiliate teams to enjoy the NWSL halo effect and the same benefits from the men’s sports ecosystem at a lower price point. A perfect match.