As the National Women’s Soccer League prepares to launch its twelfth season in March, a cascade of developments is underway. Two new teams join the equality-driven pandemonium, with Bay FC and Utah Royals taking the league total to fourteen. In Kansas City, the first-ever sports stadium built exclusively for women’s sports will host its first football game on March 16, and under a new broadcast deal, 121 games will be broadcast on Prime Video, Scripps-owned ION, Paramount+ and ESPN.
And then we have the ambitious vision of Gotham FC and the continued impact of the new free agency helping them create a new super team.
Build a super team in New Jersey/New York?
The first big name to appear on Gotham this season was Crystal Dunn. The incomparable USA left back, NWSL champion, World Cup champion and Olympian finally moved back to New York. Then came the news that World Cup winner Tierna Davidson signed a contract from Chicago Red Stars. Shortly thereafter, the Gotham National Team coup was complete with the arrival of two more World Champions and Team USA Olympians: Rose Lavelle and Emily Sonnett of OL Reign.
America’s soccer-loving world began to wonder: What the heck is going on in Gotham? And before a packed audience in the glamorous Rainbow Room of 30 Rockefeller Plaza last January, Gotham’s general manager, Yael Averbuch West, shed some light on what had happened: “In late 2022, we paused and took a moment to really create what we wanted that would be our vision on the pitch and our strategy to get there. And our vision is very clear. It’s a big vision. We want to be the global capital of women’s football.” It’s quite a task. But after winning the Championship in 2023 and with four major signings, their pursuit of glory will be fascinating to watch.
Now, one year into their world-dominating vision – a vision that saw former Tottenham manager Juan Carlos Amorós join the club and win Coach of the Year en route to the 2023 NWSL Championship trophy – Averbuch West sat down with me to to delve deeper into their plan. It is one that includes the results on the pitch, the style of play, the players they sign, the fans who return, the staff they hire, the extensive work behind the scenes and a strategy to connect youth talent development and support. the region. Tying it all together – not peripheral but central to the mission – is carefully crafting a clear identity and building a brand that the whole world can see.
Together with Amorós, Averbuch West tells me they are focused on having “a very clear identity in terms of who we are, a clear playing style, a clear brand that anyone looking would say, even if you didn’t see the Gotham logo , ‘Oh, that’s Gotham.’”
Being in the New York area, there are plenty of resonance teams nearby that have lent inspiration. “We think about the Giants a lot because of our new ownership,” she said. The recognizability and how genuinely loved such a brand is…you think of the Giants, the Yankees, you see people with those brandings, people with Yankees baseball caps all over the world. But these are brands that transcend knowing the outcome of the weekend’s race. It’s something where you see the logo and you know what it stands for.”
The New York brand
Brand building is key for any business, but especially for the success of women’s sports. For decades, U.S. domestic women’s soccer has aligned its brand with that of the four-time World Cup-winning USWNT, a team with enormous cultural influence in the country. With Gotham’s four-star coup this season joining a team already loaded with USWNT players – like Kelley O’Hara, Lynn Williams, Midge Purce and newly appointed Jenna Nighswonger – the marketing opportunities are as great as the potential to to change. transformed this club into a training ground adjacent to the national team, just in time for the Olympic Games. It makes you wonder how soon soon-to-be US manager Emma Hayes will be visiting.
But during our conversation and at Gotham’s Rockefeller press conference, Averbuch West and their new additions conveyed Gotham’s burgeoning New York-specific brand with empathetic vision. They want to embody the spirit of their unique city and imbue the team with its innovative, ‘realize your dreams at any cost’ ethos.
Averbuch West says: “I’m from this area and I think as a footballer I had to live all over the world to really recognize something that I think is very special… not just in this part of the country but in the area of the world. And part of it has to do with excellence and high standards. You know, I grew up just outside of New York City. I understood that if you want to play football, you have to try to be the best footballer in the world…’
Averbuch West, as well as Amorós and all four newcomers, emphasized the belief in that ethos, while noting that none of this is possible without hard work, humility, constant improvement and executing the small details every day with an extensive team behind the screens.
Davidson says, “One thing that’s really clear to me is that in New York City you find a lot of hard-working people chasing their dreams, working tirelessly day and night, day in and day out, and I think that’s true. what I would like to embody as a player coming to this team. I also think the club as a whole is pushing for something bigger. And I think that’s what you see with a lot of great organizations headquartered in the New York, New Jersey area.”
When discussing her decision-making about free agency, Sonnett mentioned Gotham’s clear hunger to achieve things. It drew her in. Lavelle expressed a desire to be pushed, to see “growth and development in every area of my life,” and to see that possible with Gotham.
Were it not for the autonomy afforded to players through free agency – an opportunity not available under the former NWSL framework – Gotham might not have had the opportunity to sign them. The fact that the club prioritized attracting players and was rewarded by free-agent interest puts pressure on other clubs that can only benefit the league.
It’s unclear what Gotham will do next. Although talent, desire and willingness to get started are certainly on their side. In the words of Rose Lavelle, when asked if this was a super team: “Nothing is given, everything is earned.”
Quote of the week
It means a lot to score. I have trained very well, I feel more like myself again, and I am very happy that it went into the goal” – Vivianne Miedema scored last weekend when she gave Arsenal a 1-0 lead over Liverpool in the 60th minute at Prenton Park , the decorated Dutch footballer’s first goal since December 2022 – ending a 413-day wait – when she tore her cruciate ligament.
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The latest podcast from Women’s Football Weekly looks back at the latest Women’s Super League and Championship matches, looks at the Conti Cup controversy and discusses whether women’s football has a Glastonbury atmosphere.
Discussion points
Decision time: The Champions League group stage concludes this week with matchday six taking place on Tuesday and Wednesday across Europe. The fate of Groups A and B has been sealed, but Group C is wide open and in Group D, Häcken and Paris FC will battle to see which of the two will progress alongside Chelsea.
No return: FIFA’s appeals committee last week rejected Luis Rubiales’ appeal against his three-year ban from all football-related activities. In addition, a Spanish judge ruled that Rubiales should be tried because of the unwanted kiss Jenni Hermoso received after the World Cup final.
Deadline day: The transfer market closes across Europe this week and some big moves could happen just before the deadline. That includes a rumored move for Nigeria’s CAF Player of the Year winner and Barcelona’s dynamic forward, Asisat Oshoala, it was rumored that they would arrive in the United States for a potential amount of €150,000.
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Dutch defender Merel van Dengen delivered a golazo of escape last week for CF Monterrey Femenil in Liga MX Femenil, where the player is on loan from Atlético Madrid.
Do you want more?
Manchester United were understandably unhappy after a court ruling over Aston Villa fielding an ineligible player meant they did not progress to the quarter-finals of the League Cup. “We will consider our options,” they said in a statement.
West Ham picked up a priceless three points in their bottom division match against Bristol City on Sunday, with Viviane Asseyi scoring the winner after 55 minutes. Sophie Downey was there for us. Read her report here.
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And Chelsea have broken the British transfer record by signing Colombian striker Mayra Ramírez for £384,000. Follow the final moves in our interactive transfer.