What Does The Future Hold For Women’s Professional Soccer?
Every professional sports league has a moment early in its existence when its survival is on the line, and its future murky: a new league is always going to lose money getting off the ground, and serious road bumps have been navigated by every league that still survives.
At that point, like in a financial crisis, its future depends almost as much on the perception of its future as its actual pragmatic prospects: because if those who invest their money into its survival (owners, sponsors, fans) believe it’s a doomed enterprise, it pretty much is doomed as a consequence of that loss in confidence.
That moment might be coming right now for Women’s Professional Soccer (WPS) in the United States, at least judging from the spate of articles this week assessing its current state and future as we head towards the closing stages of its second season. There are two balanced, fair takes on the league out there by Jeff Kassouf and Beau Dure: neither, thankfully, are doomsday pieces, but look carefully at the positive and negative signals out there for us outside WPS’ inner circles to judge the league’s present state on.
There are the obvious alarming facts: attendance is well down (around 15% league-wide), mainstream media coverage is poor, St Louis bailing mid-season was a major blow, and the league is not going to hit its target for 12 teams by 2012 at this rate. The WPS head office recently eliminated several jobs, including New Media Manager, an area the league had excelled in with Amanda Vandervort in that role leading the way. Belts have been tightened considerably everywhere in WPS, and we know the league doesn’t have investors with the deep pockets MLS thankfully had to survive its heavy losses in the early years. AEG stuck with MLS; they walked away from WPS.
Yet there are positives for WPS, too: while walk-up sales are way down on 2009 levels (and it’s worth remembering the major sophomore slump MLS experienced in 1997 as well), season ticket sales are up from 15-20% leaguewide, suggesting WPS is doing a good job in earning fan loyalty. Crucially, there are apparently still interested investors, with Dallas and a return to LA possible for 2012. The Women’s World Cup is next year and that should provide plenty of buzz, presuming WPS is around. WPS games are broadcast on Fox Soccer Channel. Importantly, sponsorship revenue is reportedly up 150% in local markets. And it shouldn’t be forgotten that the quality of the play is damn good.
Given the collapse of the previous women’s professional league, WUSA, who gambled on being big time and lost, WPS sensibly put together a much more cautious business plan for its early days. But at the same time, it’s tough to see the league’s best team and the world’s best player only drawing 3,097 fans a game. WPS is on the ropes, and I really hope they can punch their way out of this: I guess the best we fans can do is to continue to support the league, and believe it’ll pull through, as this venture’s success is vitally important for the future of women’s soccer worldwide.
Thank you.
When is the English women’s league supposed to start? Next year or in 2012? That’s going to be a summer outfit, isn’t it?
As I understand it, they have two choices with regards to the Women’s World Cup next summer: Take a long break in the middle of the season, or cram everything into one half or the other. Neither is a particularly attractive option.
As for Marta, great player. But the greatest of players haven’t moved the needle here in the States. Mia Hamm was a fine player. And she moved the needle more than anybody.
Once again, the US is a different place.
KT — Yes, the Super League in England is slated to start next year, and it’s a summer league. Budgets are small, though, so I’m not sure if they’ll be attract many of the top English players back from WPS, let alone anyone else.
I think I saw elsewhere that WPS’ preliminary plan is to break for the World Cup – it would be very difficult for it to play through.
I’d imagine the vast majority of the league’s recognizable players would be gone.
By my reckoning, and I’m probably wrong, Boston could potentially have 9 players (Tarpley, LePeilbet, Osbourne, Lilly, Cheney, Cox, Smith, Scott, Fabiana) on their current roster at the World Cup. That’d leave them with 13 players (three of them goalkeepers).
Yea, they have to go with the break.
It will be a summer league in England, none of the eams are professional and he sponsorship and tV interest in likely to be low but it is a step in the right direction for the sport
Hi Tom! Well even though it’s not the ideal situation to bring my name up, thanks for the props. I had a great time working at the league office and it was special to find the online community so welcoming and supportive of Women’s Professional Soccer. Thanks for the coverage and in-depth analyses – you’re a star. Cheers, Amanda
Great piece Tom!
Good article and until they have more teams the women will continue to struggle on the professional level. The best thing would be for a more regionalized league where you can foster local rivalries. Maybe one day the powers that be that are running these leagues will wake up. Oh well I guess the third time might be the charm for a top flight womens professional league here in the US.
I imagine that the vast majority of recognizable players in the league would have gone.
I’m glad that you end your article with “I guess the best we fans can do is to continue to support the league” and include yourself as a fan of the women’s game. I know you are in the Chicago area. How many CRS games have you attended? Are you supporting WPS in your local area by buying tickets and encouraging soccer fans you know to go to a WPS game?
Leo – yes, I’ve been a season ticket holder at Red Stars games for two years, and put a large amount of time last year helping their supporters’ group, Local 134, get off the ground in 2008 and 2009. I’ve also designed two of the scarves used by the Red Stars, helped run tailgates, attended CRS charitable events, worked with their ownership and leadership on various initiatives, and sat on their Advisory Board.
Honestly I’d like to have done more this year, and I missed a bunch of games in 2010, but running the Fire’s supporters’ association on a voluntary basis takes up a huge amount of my time, and going to Toyota Park twice a weekend with $15 parking is damn expensive and unaffordable at my income level a lot of the time. Hopefully I can do more next year to help the Red Stars though, and make it to more games.
the Super League in England is slated to start next year, and it’s a summer league. Budgets are small, though, so I’m not sure if they’ll be attract many of the top English players back from WPS,