Deep Dive: NWSL General Managers’ Annual Survey Reveals Challenges and Opportunities
The National Women’s Soccer League (NWSL) has led the rise of women’s sports, but commercial growth comes with challenges in a constantly changing global market. Alofoke Deportes presents a detailed analysis of the league’s annual general managers (or highest-ranking soccer executives) survey, revealing crucial perspectives for the future.
The survey, conducted by Alofoke Deportes, had the anonymous participation of the main technical executives from 15 of the 16 NWSL teams, who shared their opinions on various topics, from compliance with the rules to relations with the US Soccer Federation. The answers, although diverse, offer a clear vision of the league’s concerns and hopes.In the image: NWSL general managers addressed crucial topics, from the salary cap and rule compliance to potential expansion locations, revealing significant answers.
1. The Salary Cap: An Obstacle to Global Competition
The NWSL’s salary cap, set at $3.5 million per club for 2025 and extended until 2030, is one of the main concerns of general managers. Unlike European leagues, which have no salary restrictions, the NWSL faces a significant challenge in competing for talent with teams like Chelsea and Olympique Lyonnais. Ten of the fifteen managers interviewed cited the salary cap as the rule they would change, and a similar number identified talent retention and global competition as the league’s biggest challenges.
“I’m worried that more dominoes will fall.”
A NWSL general manager
The possible departure of Trinity Rodman, whose contract with the Washington Spirit is expiring soon, is an example of this concern. The interest of European clubs in Rodman is high, and salary restrictions could make it difficult for her to stay in the league. General managers warn that the outflow of talent could become a trend, negatively affecting the competitiveness of the NWSL.
The league has defended the salary cap as key to its success, but some general managers suggest the need to explore solutions, such as a designated player rule similar to that of Major League Soccer, to allow teams to pay higher salaries to their stars without affecting financial balance.
2. The Impact of Players’ Free Choice on Transfers
The implementation of free player choice, which requires player consent for transfers, has transformed the way deals are made in the NWSL. General managers acknowledge that this measure is fairer, but also point out that it makes team management more difficult. Now, clubs must negotiate with players and, in some cases, are forced to transfer players who are still under contract.
The situation is complicated by the lack of assets to trade, such as draft picks and allocation money, which limits the clubs’ options. General managers must be transparent with players about the reasons why transfers cannot be finalized, which requires effective communication.
3. Compliance with the Rules: Are the Regulations Being Followed?
The survey reveals divided opinions on rule compliance in the NWSL. While some general managers believe compliance has improved, the majority still suspects that some teams continue to violate the rules. The lack of clarity in the rules and the difficulty in monitoring their compliance are factors contributing to this situation.
Some general managers point out that the infractions are usually minor, while others suggest that there are more serious violations. The enforcement of the rules and the possible sanctions are crucial issues to ensure the integrity of the league.
Most general managers express satisfaction with Commissioner Jessica Berman’s leadership, highlighting her ability to navigate challenging moments and her success in driving the league’s commercial growth. However, some general managers desire a greater focus on the sporting aspect and increased collaboration in decision-making.
The league’s commercial growth is undeniable, with a significant increase in the value of the clubs and a media rights agreement for $240 million. Berman’s ability to unite the owners and advance the league is recognized, but some general managers want more attention to sports development.
5. NWSL Expansion: More Teams, More Challenges?
General managers are divided on the expansion of the NWSL to 32 teams, as suggested by Commissioner Berman. Most could not determine the ideal number of teams due to uncertainty about factors such as player development. The most common option was 20 teams.
The main concern is that a rapid expansion, without an increase in the salary cap, could lead to mediocrity. The competition from the USL Super League and Canada’s Northern Super League also poses challenges in filling the rosters. General managers highlight the need for geographical conferences to reduce travel and improve conditions to attract the best players.
6. Where to Expand? The Favorite Cities
Before the announcement of Atlanta as the 17th NWSL team, general managers were surveyed about ideal cities for expansion. Atlanta was a favorite, due to its passion for soccer and its facilities. Cincinnati and Denver were also mentioned.
The availability of top-notch facilities is a key factor, and some general managers suggest that the league should prioritize locations with warm climates to align the competition schedule with the FIFA calendar.
7. Protection for Coaches and Staff: Have Concerns Been Addressed?
The survey reveals mixed opinions on whether the league has adequately addressed concerns about the vulnerability of coaches and staff to accusations from players. Some general managers believe that measures have been taken, while others question whether the league fully recognizes the problem.
The semi-annual player surveys, which evaluate satisfaction with various aspects of the clubs, are a point of debate. Some general managers point out that the language of the surveys has been misleading in the past and that improvements have been made, while others suggest that the timing and wording of the surveys could be more effective.
8. The Flagship Team: Who Drives the League?
General managers highlighted the Kansas City Current as the team that is most elevating the league. The club built the league’s first primary-owned stadium and has invested significantly in marketing and development.
Gotham FC also received praise for its smart management and ability to thrive in an expensive market. Denver’s expansion team was also mentioned for its plans to build a stadium and training center.
9. Who Stops the League? The Underperforming Teams
Chicago Stars FC was the most mentioned team as the one holding back the league, due to its poor performance and bad facilities. Expansion teams, Utah Royals and Bay FC, were also criticized for not taking advantage of the advantages they had when joining the league in 2024.
The Racing Louisville FC’s attendance issues were mentioned by the general managers who drafted her, noting that it is a difficult market to attract top players.
10. Second Division League: A Good Idea?
Most general managers support the idea of a second NWSL division to improve player development. However, there are concerns about the details of how the league will function, who will fund it, and when it will launch.
The support focuses on the need to develop players within the squads. General managers emphasize the importance of offering players more playing time in significant competitions.
11. The Future of University Academies in the NWSL
General managers believe that college soccer remains crucial for the development of professional players, despite the elimination of the college draft. College soccer is an important part of American culture, and a cohesive plan is needed between the NCAA and the NWSL.
Some general managers believe that eliminating the draft could have significant consequences, limiting opportunities for college players to become professionals.
12. USL Super League: Ally or Competitor?
Several general managers believe that the USL Super League, which is now a first-division league, should be a partner of the NWSL, citing the number of NWSL players who have been loaned to Super League teams.
The main problem is that Super League teams are not always willing to cover the full salary of a player that the NWSL wants to loan, which affects the salary cap and does not help financially. Other general managers see the Super League as direct competition.
13. Collaboration with Emma Hayes and the USWNT: How Do Managers Evaluate?
The NWSL and U.S. Soccer have been linked since the league’s creation in 2013. Emma Hayes is the first coach of the United States women’s national team to operate entirely in an independent NWSL era.
Half of the ratings in the survey were 4 or more, indicating overall satisfaction with the way Hayes and his USWNT staff have worked with NWSL clubs. The USWNT staff travels to NWSL markets throughout the year to meet with players and leaders of their clubs to communicate and align goals.
Some general managers felt there was room for improvement. A few general managers also expressed concern about the trend of the USWNT’s best players going to Europe, and one general manager said that “continuing to really advocate for the development of our players within our league is something I would really like to see from our USWNT coach.”
14. Does the NWSL Have the Potential to Reach the Mainstream?
Several general managers point out that the recent retirements of Alex Morgan and Megan Rapinoe have left a void in the stardom of the NWSL. USWNT forward Alyssa Thompson recently left the league. Sophia Wilson and Mallory Swanson have also been on maternity leave.
The most likely candidate to become a megastar, according to five general managers, is Rodman. However, Rodman is without a contract with the Spirit at the end of this year, and has spoken publicly about playing in Europe someday. She could be the next to go abroad.
A common complaint among general managers is that the league and its clubs fail to tell stories. Three general managers pointed out how much better the WNBA has done in storytelling and building a media presence.
Having a star as the face of the league was a premise rejected by several general managers. Two general managers also said that player-driven fandom is unsustainable.
15. Worried About USWNT Players Playing Abroad?
The NWSL was founded by U.S. Soccer in late 2012 to provide USWNT players with a strong national league. The bet paid off with World Cup titles in 2015 and 2019, although the recent transfers of Thompson and Girma to Chelsea revived questions about USWNT players leaving the NWSL.
In contrast to the concern about the salary cap, there were a surprising number of general managers who were not disturbed by the possibility of more USWNT players going to Europe in the future.
