Top NWSL players leave for Europe as international women’s soccer market heats up

The GIST: Global interest in women’s soccer is rising, making for an increasingly competitive international market. And as covered in last week’s episode of The GIST of It, the women’s side differs from the men’s: The NWSL has historically had top billing when it comes to developing and recruiting talent.

• However, the tide seems to be turning as some of the NWSL’s best players suddenly defect to European leagues. The moves beg the question: Is losing out to Europe the new normal, or are things recalibrating while Euro leagues and the NWSL reach a more level playing field? Let’s dive in.

The moves: Star USWNT defender Naomi Girma inked a Chelsea deal for a record $1.1M fee last week, while Brazilian star Kerolin signed with Manchester City. Then, Jenna Nighswonger officially joined Arsenal, followed by Crystal Dunn’s move to Paris Saint-Germain. And there could be more on the horizon: Chelsea and Arsenal are reportedly circling the Washington Spirit’s Trinity Rodman.

The why: There’s a lot of reasons to stay in the U.S. — the NWSL has top-tier facilities, increasing investment and valuation, and a CBA that better serves its players. All that being said, Europe has one major selling point: Its leagues lack hard salary caps, which is important now that European leagues are starting to make more money.

• The WSL’s professionalization under the recently-formed WPLL has helped it land more expansive media rights and sponsorship, which can lead to further commercialization opportunities like better broadcast windows in the future.

Zooming out: The NWSL will continue to field league and team sponsorship, but supporting individual athletes can mitigate risk in this new era of player movement. Women’s soccer fans uniquely engage with individual athletes, and with these athletes going international, brands can leverage American talent and fandom to reach a global audience.

• For example, Rodman is an Adidas athlete, a company that has seen its online sales decline in the UK. A WSL signing could give the company an opportunity to activate in the market across the pond. Runnin’ the game.