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In an era of fanflation, is the NWSL the best value in sports? – Down to Business
It is a small fee for a premium sports experience that feels almost out of place in today’s sports economy, especially for the National Women’s Soccer League, packed with global stars and nine-figure franchise valuations. The deal was part of a team promotion with the New York City government to highlight affordability issues, in sports and beyond.
It is also an example of why the NWSL is still the best deal in sports, especially when many leagues are looking to squeeze more revenue from loyal fans. However, rising valuations and interest threaten that affordability.
Across the sports landscape, especially in the women’s game, the math is changing quickly. Often called “fanflation”, the cost of being a fan is rising faster than the franchise valuations.
Another professional women’s sports league, the WNBA, is a cautionary tale.
The WNBA is, by just about every metric, a runaway success. Attendance is climbing, it recently agreed to a historic collective bargaining agreement with the players and franchise values are soaring, including the expansion team, the Golden State Valkyries, which became the first women’s team to be valued at $1 billion, according to CNBC. More expansion is on the horizon, with three new franchises expected by 2030 (combining to pay $750 million in fees to join). It’s easy to frame the league as a textbook growth story.
However, demand is outpacing supply, causing prices to climb fast. For example, the New York Liberty, in the same market as Gotham FC, is reportedly valued at $600 million and sold $2 million of tickets for a game against the Indiana Fever in May 2024. In some cases, the fans are feeling that increase in their own wallets. One Liberty season ticket holder told The Athletic she paid $600 for a Section 3 seat in 2023. By 2024, that figure had nearly doubled to just under $1,200, despite only two additional regular-season games. By 2025, as the team pushed toward another title run, her renewal quote for the 2026 season had ballooned to nearly $1,700. That’s an increase of roughly $1,100 over three seasons, a 183 percent jump.
So while the WNBA’s rise is real, and arguably overdue, it’s also creating a familiar tension: The more valuable the product becomes, the harder it is for the everyday fan to afford it.
When this article was published, the cheapest ticket available for Liberty’s home opener against the Connecticut Sun in the Barclays Center on Friday was around $50 for nosebleeds.
More than a dozen fans sitting on or near courtside tonight are wearing these bright orange shirts to protest the Liberty’s skyrocketing ticket prices for the playoffs and next season. pic.twitter.com/n95w5SPqL7
— Madeline Kenney (@madkenney) September 10, 2025
The NWSL isn’t immune to these growing pains — it’s just two decades younger. In fact, it’s entering its own growth phase.
Expansion fees have exploded, climbing from $2 million in 2022 to more than $200 million for Columbus, the latest addition. A $240 million media rights deal has reset expectations. Owners are investing heavily in infrastructure, from dedicated stadiums to state-of-the-art training facilities.
But here’s where the NWSL has diverged from the script: It hasn’t fully passed those costs onto fans in the form of higher ticket prices — at least not yet, and not uniformly. The NWSL’s argument has always been that it offers something rare in modern sports: Elite-level competition without the inflated price tag.
Average ticket prices rose from $38 in 2024 to $43 in 2025, a measured increase reflecting what league executives describe as a focus on long-term fan strategy rather than aggressive price hikes.
Gotham’s $5 ticket initiative, in partnership with Mayor Zohran Mamdani, aligns with the league’s larger premise: If soccer is supposed to be for the people, then the price of entry shouldn’t feel like a luxury tax — even if it’s a limited or special offer from time to time, like this one.
Perhaps another reason the tickets are still affordable is that the league is struggling to fill seats in some markets. On one hand, the NWSL is hitting unique attendance records: 40,091 fans filled San Francisco’s Oracle Park last August, Denver Summit FC’s opener saw over 60,000 fans in Empower Field at Mile High and Gotham is aiming to break their attendance record in July at Citi Field. All of those venues were one-off experiences outside the teams’ normal homes. Overall, there has been a dip in attendance in 2025, nearly 10 percent in comparison to the 2024 season.
Still, the early signs in 2026 suggest renewed momentum. Through the first five weeks of the 2026 season, the league is averaging 11,510 fans per regular-season match, up from 10,670 in 2025 and on pace for a fourth consecutive season averaging more than 10,000 attendees per game, the league said.
With lots of seats to fill, many NWSL fans can still find many affordable ticket options, especially compared to other major leagues. In some markets, a family of four can attend a match for less than the cost of parking at an NFL game. Take Racing Louisville’s $5.02 offering, an ode to the city’s area code 502. It is one of the most economical ticket options this year for the supporters for each home game.
Racing hasn’t seen the sort of demand that would lead to increased prices, but even the most popular teams are not squeezing fans. Instead, they are experimenting with different ticket offerings that limit sticker shock.
“Myself and everybody in my circle, we’re talking about things being unaffordable. We’re all very intentional. Accessibility is not an afterthought, it’s a requirement, and it always will be,” Kim Stone, the CEO and co-governor of Washington Spirit, told The Athletic.
The Spirit averaged more than 15,000 fans per home match at Audi Field during the 2025 NWSL regular season. For 2026, the club did not increase ticket prices in the supporter section and 70 percent of season ticket members in non-premium locations saw less than a 6 percent increase over last year. They also continued their ‘First Match on Us’ program, giving those who are looking to attend their first Spirit match two complimentary tickets. More than 1,700 tickets have been claimed this year, up 201 percent year over year, creating 860 new accounts, up 213 percent year over year.
However, Stone does not deny there will be a moment when ticket prices have to go up, but she said the key is to spread the price hike where the impact would be felt the least acutely.
“What’s changing is not that games are becoming unaffordable, but we’re offering more options,” Stone said. “As the game grows, so does our responsibility to invest in our players, but the way we do that is by building a model where stands at every level can participate. So whether that’s a $20 ticket or a premium experience, they’ll have the choice.”
Similarly, the league’s other attendance heavyweights, such as Seattle Reign, Portland Thorns and Angel City FC, also said they kept their supporter-level ticket prices the same this season. On Tuesday, Orlando Pride launched their own “First Match on Us” campaign, giving away two complimentary tickets to first-time attendees.
“Accessibility is a huge part of how we think about it, and a big driver of how our ticketing model has evolved,” Alexis Lee, Portland Thorns’ president of business operations, told The Athletic.
With fans paying closer attention to what things cost and what they’re getting for it, affordability is at the core of Portland’s ticket strategy. The Thorns diversified their offering with half-season plans, partial packages and mini-packages where fans can pick matches, all the way down to single-game tickets.
“We’ve led the league in attendance nine out of 13 seasons, and our average ticket price is still below the league average,” Lee said. “That’s not an accident; that’s the strategy working. We’re putting world-class athletes on that field, genuinely the best players in the world, and we’re doing it in a way that keeps Portland one of the most accessible pro sports experiences in the market. That combination is why people keep coming back.”
This sweet spot won’t last forever. If the NWSL continues to grow, it will eventually face the same dilemma as the WNBA — and that includes potentially higher prices that risk alienating the very audience that built the league.
“Filling seats is not about chasing the highest possible price in a hot market, it is about creating such a compelling experience and sense of belonging that fans want to keep coming back and feel good about the value they are getting,” Julie Haddon, the interim CMO of Angel City, told The Athletic. “Our goal has been to make Angel City games feel unmissable without making them unattainable.”
NWSL’s top markets seem to align with Haddon’s approach in southern California. NWSL clubs are trying to fill seats without breaking the bank.
Gotham’s $5 ticket initiative is, in many ways, a unique test case.
On one level, it’s a clever marketing play. Fill the stadium, create atmosphere, generate goodwill. On another, it’s a philosophical stance: Fandom shouldn’t be gated by income.
Mamdani’s involvement adds a political dimension, framing affordability as not just a business decision but a public good. His criticism of FIFA’s pricing — particularly ahead of the men’s World Cup, where tickets are prohibitively expensive — taps into a broader frustration among fans who feel priced out of the very sport they love.
For now, the league remains a bargain, relative to the WNBA or the larger men’s pro leagues. The real test isn’t whether the NWSL can grow — it’s whether it can grow without becoming the very thing it once disrupted.
The NWSL isn’t immune to fanflation, but now is the time for it to get ahead of the curve.
This article originally appeared in The Athletic.
Portland Thorns, Gotham FC, Washington Spirit, Angel City, NWSL, Sports Business, Women's Soccer
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