The Strength of Women's Soccer in 2021 | How I Built This with Guy Raz | NPR

Transcript

hello and welcome to how i built this resilience edition from npr i'm guy roz it is um hard to believe but uh a year ago this week so many things around the united states around the world shut down including major sports leagues i was just looking at my iphone and and you know how it shows you the on this day a year ago it was a photo of me at a fa... Read More

Summary

In this episode of "How I Built This: Resilience Edition," Lisa Baird, the commissioner of the National Women's Soccer League (NWSL), talks about the challenges and successes the league faced during the COVID-19 pandemic. She discusses the decision to shut down the league, the creation of a bubble-like environment for the teams, and the remarkable increase in TV viewership for the league. Baird also addresses questions about the future of the NWSL, including its potential for growth and media attention, and the impact of the recent lawsuit on pay disparity in women's soccer.

Questions & Answers

Q: Can you tell us a little bit about the National Women's Soccer League (NWSL)?

The NWSL was started nine years ago by U.S. Soccer with the intention of creating a professional league for the U.S. women's national team to continue playing and improving their skills between major competitions like the World Cup and the Olympics. The league currently has ten teams, with two more teams set to join in California. The NWSL is focused on creating a strong foundation of support for women's soccer at the professional level.

Q: How did the decision to shut down the league due to the pandemic unfold?

As the newly appointed commissioner, I had to make the difficult decision to shut down the NWSL just two days into my job. It was a moment of clarity, knowing that the safety and well-being of our players, staff, and fans were at stake. The entire sports industry worldwide shut down within 24 hours, and it became evident that we needed to take immediate action to safeguard everyone involved.

Q: What was the process of bringing women's soccer back, specifically the Challenge Cup tournament?

After developing medical protocols and determining the necessary resources, we decided to create a bubble-like environment for the teams. We selected Utah as the host city due to low COVID-19 incidents in that region. We worked closely with the governor and Real Salt Lake to secure suitable facilities and coordinated schedules to ensure the teams could safely train and compete. It required meticulous planning, testing, and a high level of discipline from everyone involved.

Q: Did the increase in TV viewership during the Challenge Cup have a financial impact on the league?

While the pandemic presented financial challenges, the increased TV viewership and strong engagement from fans were significant. We were able to sign three national sponsors (Procter & Gamble, Verizon, and Google) and deliver strong ratings for advertisers. This response gives us hope that the attention and support for women's soccer will continue to grow, which will ultimately lead to greater financial stability for the league.

Q: Do you think women's soccer will reach the same level of media attention as men's soccer within the next ten years?

Yes, I believe that women's soccer has the potential to receive equal media attention in the future, despite currently only accounting for four percent of all sports media coverage. The key is to continue building exposure and engagement with the audience. By showcasing the talent of our athletes, expanding coverage, and securing more endorsement deals, women's soccer can become a self-sustaining sports league that garners the attention and resources it deserves.

Q: What have you learned from this past year that will shape your leadership going forward?

This past year has taught me the importance of resilience and adaptability in the face of adversity. Despite the challenges, I realize the privilege of leading a growing sport and the responsibility to use my platform to make a positive impact. I aim to continue fostering a strong sense of unity and believe in finding innovative solutions to overcome obstacles. The lessons learned during this time will stay with me as I continue to lead the NWSL.

Takeaways

The COVID-19 pandemic presented significant challenges for the National Women's Soccer League, but it also created opportunities for growth and adaptation. The decision to shut down the league and create a bubble-like environment for the teams was a difficult but necessary step to protect the health and safety of everyone involved. The increased TV viewership and strong engagement from fans during the Challenge Cup highlighted the potential of women's soccer to capture a broader audience. By continuing to build exposure, secure sponsors, and address media disparities, there is a real chance for women's soccer to achieve equal recognition and financial stability in the future. The lessons of resilience, adaptability, and collaboration learned during this challenging time will shape the league's leadership moving forward.