Paramount has the exclusive broadcast rights to the league in a deal that expires at the end of this season, and viewership on CBS is up 21% year-over-year and up 50% on Paramount+.

“Momentum is already happening,” Haddon said. “The other thing that’s really exciting is brands are coming to us. Brands want to be part of the NWSL, recognizing that we have these highly coveted Gen Y, Gen Z fanbases. They’re recognizing that this is an influencer network and a power to help grow other’s brands too.”