Building a Legacy in the Attention Economy: How Bay FC and the NWSL Are Setting New Standards for Women’s Soccer
- Jared Robinson
- Nov 5, 2024
- 6 min read
Bay FC, the latest addition to the National Women’s Soccer League (NWSL), is already setting records both on and off the field. Backed by a $125 million investment from Sixth Street and the largest front-of-kit sponsorship in NWSL history from Sutter Health, Bay FC has entered the league with a bold vision In a recent episode of the Business of Sport Podcast, Brady Stewart, Bay FC’s Chief Executive Officer and a former Levi’s executive, shared insights on the team’s goals and the evolving landscape of women’s soccer.
Bay FC aims to build more than just a competitive team—they’re creating a global brand rooted in local identity, with a fan experience that extends from match day to digital platforms. “A lot of what we’re trying to do is elevate our athletes, tell their stories… make fans fall in love with them.”
Let’s explore how Bay FC and the NWSL are navigating the challenges of the attention economy, establishing a unique fan connection, and setting the stage for women’s soccer to thrive worldwide.
The NWSL’s Competition for Eyeballs in the Attention Economy
The attention economy is more competitive than ever. Sports are vying for fans, and are fighting for eyeballs… especially younger audiences. For the NWSL and teams like Bay FC, the challenge is to carve out a distinct presence and attract fans amid the noise of other sports, streaming platforms, and other digital entertainment.
The Importance of a National Media Deal
Accessibility to games is crucial for promoting fan engagement. The NWSL recently secured a groundbreaking four-year U.S. broadcast rights deal with Prime Video, CBS Sports, ESPN, and Scripps Sports. Valued at an estimated $60 million per season and totaling $240 million over the contract term, this agreement is reportedly the largest ever for a women’s sports league. This deal signals a turning point for accessibility in women’s soccer, bringing NWSL games directly to mainstream platforms where fans can consistently tune in.
It allows fans across the country to easily tune into games, bringing the league into more households and raising its profile. This kind of deal makes the NWSL games a regular feature on screens across the U.S., building a consistent and loyal viewership. Other sports leagues have seen tremendous growth through strategic media partnerships, such as F1 and Netflix, the UFC and ESPN, and La Liga and Facebook. For the NWSL, it could be the key to broadening its audience and strengthening fan relationships.
Setting a Global Standard for Women’s Soccer
As a team with a global vision, Bay FC aims to set an example for women’s sports everywhere, demonstrating that U.S. women’s soccer can be the benchmark for the world. This involves creating top-notch fan experiences through polished in-person engagements. One of the innovative ways they are doing this is by having branding on their corner kicks - brands can buy a slot right before a corner kick is taken, engaging fans right before the action. Through dynamic online content, fans can also access and enjoy the action from anywhere in the world. Bay FC’s ambition is to make the NWSL a league to which other countries aspire, taking bold steps to show that women’s soccer can inspire fans just as passionately as men’s leagues do.
Growing Women’s Sports Through Storytelling and Athlete Connection
One of Bay FC’s core strategies to build a global fanbase is by telling compelling athlete stories. As Stewart pointed out, “there just isn't the personalisation and veneration of the athletes and the team stories yet.” In response, her team is working hard to share the journeys, struggles, and triumphs of its players, creating a deep connection between fans and athletes that goes beyond the pitch.
“Make [fans] fall in love with them” is Stewart’s mantra. By focusing on athletes’ stories, Bay FC transforms players into relatable figures with whom fans can connect on a personal level. Whether through interviews, game highlights, or social media stories, Bay FC aims to bridge the gap between athletes and fans.
This not only promotes Bay FC and the sport on a national scale but gives the athletes an opportunity to earn more income from their individual sponsors as the league’s salary cap limits player earnings.
Reaching Young Audiences with Social Media Highlights
Today’s young audiences consume sports differently. “Young audiences consume highlights on YouTube,” Stewart notes. With short-form content driving engagement, Bay FC embraces platforms like YouTube and TikTok to deliver quick, impactful highlights. These platforms allow fans to catch up on thrilling game moments and dive into players’ personalities in minutes.
From a design standpoint, Bay FC’s visual identity also plays a role in building connections. The team’s logo pays homage to the Bay Area: red for the Golden Gate Bridge, blue for the water, and grey for the fog that famously rolls over the city. This palette is both symbolic and modern, creating a sense of place and familiarity for local fans and an iconic look that resonates globally.
A Rising Tide Lifts All Boats – Building a Stronger League Together
Women’s soccer thrives when franchises unite to grow the sport collectively. For Bay FC, this vision means collaborating with other teams in the NWSL to elevate the league as a whole. When one team succeeds, the entire league benefits from heightened visibility, attracting more fans, sponsors, and partners who recognise the NWSL’s potential.
The NWSL as a Content Powerhouse
Stewart’s background in branding and content creation shapes Bay FC’s approach. To her, every team in the NWSL has the potential to operate as a content powerhouse, crafting stories, game-day insights, and behind-the-scenes content that captures the energy of the league. By leveraging their collective creativity, NWSL teams can turn every moment—both on and off the field—into engaging stories that build the league’s appeal.
For Bay FC, this approach means offering a fan experience that blends digital and in-person elements seamlessly. With both local pride and global ambitions, Bay FC strives to create fan experiences that resonate deeply, drawing fans into a community that feels connected to the players and the larger NWSL movement.
Beyond Promotion – Fostering Genuine Connections with Fans
In today’s digital world, it’s easy to fall into the trap of constant promotion. But for Stewart, it’s about much more than that: “It’s not even about the promotion, it’s more about the connection.” Bay FC is committed to building meaningful relationships with fans, where every interaction—whether online or in person—helps fans feel part of something special.
This approach aligns with the team’s larger vision: creating a welcoming fan environment where the Bay Area’s spirit meets a global soccer stage. The design choices, from the team colours to digital content, aim to reflect the warmth and authenticity that fans can identify with, fostering a fanbase that’s as much about community as it is about the game itself.
Conclusion
In a rapidly evolving sports landscape, Bay FC is more than just a new team in the NWSL; it’s a trailblazer for the future of women’s soccer. With a focus on storytelling, community connection, and pioneering fan engagement, Bay FC is setting a new standard for how teams can build loyalty both locally and globally. Their efforts underscore the belief that women’s sports can inspire and captivate audiences as powerfully as any men’s league—perhaps even more so when built on authentic connections with fans.
Bay FC’s bold moves, from securing groundbreaking partnerships to fostering a culture that elevates its players’ voices, embody the spirit of innovation that can elevate the entire NWSL. Through collaborative growth with other franchises, the team is creating a rising tide that will help lift women’s soccer to new heights. As Bay FC and the NWSL continue to expand their reach, their influence stands to inspire a new generation of fans who see themselves in the players, the stories, and the unique identity of the league.
The journey is just beginning, but Bay FC’s ambitious vision points to a future where women’s soccer not only thrives but becomes an integral part of the global sports conversation. With every kick, every story shared, and every fan interaction, Bay FC is building more than just a team—it’s building a movement.
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