When Sarah Jones Simmer joined the National Women’s Soccer League as COO in 2024, the league was attempting to capitalize on the surging national interest in women’s sports.
Pro women’s soccer leagues have started and folded in the U.S. in the last three decades as they experienced growing pains trying to court sponsors and media partners while providing the best players in the world with fair pay and benefits.
Simmer is among the executives tasked with ensuring the NWSL avoids the fate of its predecessors and builds loyal fan bases in the biggest domestic markets.
Simmer joined “Section 415” host Kerry Crowley onstage this week in New York at Charter’s New Employer Brand Summit (opens in new tab) to discuss how the the league office has courted sponsors, earned the trust of players, and determined which factors it considers when choosing markets for expansion teams.
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