NWSL's Unwell era arrives. Plus, big names putting down cash for team ownership

New York Times

20-05-2025

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Do you know the way to San Jose?
Budding rivalries and new partnerships
It was a great weekend for California vs. California action in women's sports. First, the Golden State Valkyries tipped off their inaugural season, hosting the Los Angeles Sparks at Chase Center for some Friday night WNBA action, then Bay FC hosted Angel City FC on Saturday in the NWSL.
It was also a great weekend for those who love to see their Pinterest boards and podcast feeds come to life.
To explain more, let's go across the country to our West Coast correspondent, Tamerra Griffin:
Any intra-California sports matchup is automatically appointment viewing for a Sacramento native like me, but Saturday's meeting between Bay FC and Angel City FC had even more layers than usual.
The California derby, which saw Bay win 2-0, also marked the official launch of Unwell FC, the brand owned by 'Call Her Daddy' podcast host Alex Cooper.
The company, which sells flavored Unwell Hydration drinks, has partnered with the NWSL to join its existing supporters in their 'deep engagement at matches and the powerful sense of community,' as Cooper told me in an email ahead of the game.
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To celebrate the launch, Unwell FC hosted a Pinterest-friendly activation, featuring a colorful marquee, photo booth and samples of Unwell Hydration. People still have questions about how this partnership will shake out, but if you weren't in San Jose to see for yourself, know that Cooper plans to tour this 'fan hype group' around the NWSL. If you're able, I encourage you to see what it's about for yourself.
Positive update on Savy King
Before we leave the Golden State, a moment for 17-year-old Kimmi Ascanio, please?
Yet another teen sensation, Ascanio has started every game for the San Diego Wave this season, and on Friday led her team to a 1-0 victory over Gotham FC before a lively crowd at Sports Illustrated Stadium in New Jersey. Take a look for yourself.
It's safe to say Ascanio is only just getting started, as she's embracing her goal-scoring role. Her goal on Friday marked her third in four games. Not bad for someone who celebrated their first NWSL goal just 22 days ago.
3 goals in 4 games for 17-year-old Kimmi Ascanio! 🌊 pic.twitter.com/DGhAXaWVbx
— San Diego Wave FC (@sandiegowavefc) May 17, 2025
A lot of folks were waiting on the first look at Unwell FC this weekend in the Bay, and after all the angst, it essentially proved to be a pretty standard activation — as marketing speak goes.
First, some credit: The tickets in the Unwell FC section were super affordable (when I looked, they were roughly $30) and more partnerships should be built around keeping the get-in price at a reasonable level for most folks. If this had been presented as such, with a promo jersey and free drinks attached, the whole thing would have flown much more under the radar.
I still have my doubts about how much Cooper's influence will sway her audience into watching the NWSL or buying tickets. Having spent considerable time in the past couple of NWSL Championship fan zones, the overtly commercial era of the NWSL is already here. Adding in another brand partnership that might hit on a different audience feels way less concerning than positioning Unwell FC as a league supporter's group, though it still points to Berman and the NWSL front office's continuing prioritization of the business side over the product on the field.
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There's one big juxtaposition that's going to remain with me from this match, however: Berman sporting an Unwell FC shirt, posing for photos with Cooper at various locales, while the players from both teams entered the pitch wearing 'SK3' shirts as a tribute to King. The priorities were clear on both sides, at least.
Good for business
Just days before Chelsea lifted yet another FA Cup at Wembley (their sixth), the club made headlines off the pitch.
Alexis Ohanian, husband of the GOAT Serena Williams, Reddit co-founder and venture capitalist, purchased an 8 percent stake in Chelsea Women for $32.4 million. The deal, which values the team at around $326 million (£245million), would make Chelsea the most valuable women's soccer club in the world.
Ohanian, Williams and their daughter Alexis Olympia, who are also Angel City investors, were among 74,412 people at Wembley on Sunday to watch Chelsea cruise past Manchester United 3-0.
But it's not just tech moguls backing women's soccer. Last week, Alex Morgan also rejoined the San Diego Wave — this time in the boardroom.
She's the latest former player to invest in the NWSL, joining a growing list of USWNT alumni who are putting money and muscle behind the league they helped build.
It may look like former players are backing the NWSL just out of loyalty. But the numbers tell a different story.
That's not just sentiment, that's smart money.
A new look in Lyon
Club owner Michele Kang has renamed the historically successful Olympique Lyonnais Féminin to OL Lyonnes.
Announced today, the change is a move to further show independence from the men's team, with which it is no longer associated. It also might be a move to unify Kang's growing portfolio of teams that includes the Washington Spirit and another lion-themed club: London City Lionesses, who won promotion to the Women's Super League earlier this month.
OL Lyonnes — the most successful women's soccer side in the world — has also unveiled a new badge (seen here). The announcement also included a promise to:
We are big fans of the colors, but Lyonnes Lions? Is it too much?
Champions League final
📺 Barcelona vs. Arsenal
Saturday at noon ET, free on DAZN and YouTube
The European season finale will take place on Saturday when reigning champions Barcelona take on Arsenal, who are still the only English women's team to win the trophy with their 2007 victory. It's very much an underdog situation for the Gunners, but what Renée Slegers has done with just a half season in charge is undeniably impressive.
She's back: Apparently, retirement means something different to six-time world player of the year Marta. The 39-year-old was called up to the Brazil national team last week despite previously announcing her international retirement.
A tale of two owners: While Alexis Ohanian was front and center for Saturday's FA Cup win, Manchester United's Sir Jim Ratcliffe was nowhere to be found.
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Throwing (out)fits: North Carolina Courage forward Jaedyn Shaw turned the pregame walk into her runway, bringing together her Vietnamese heritage and her soccer-playing side with a custom áo dai. It was the perfect look for any game day, but was especially poignant as May is Asian & Pacific American Heritage Month.
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