Women’s soccer is increasingly becoming a lucrative venture, as evidenced by the recent developments in both the National Women’s Soccer League (NWSL) and Canada’s own Northern Super League (NSL). With Columbus securing the 18th franchise in the NWSL for a staggering US$205 million—nearly double the amount paid by Denver Summit last year—the financial landscape for women’s soccer is shifting rapidly. As the NSL gears up for its second season this Friday, it finds itself in a unique position to attract investment and build on its initial successes.
NSL: Building Momentum and Attracting Investors
The NSL, which launched its inaugural season just last year, is witnessing a surge of interest from investors, albeit at a more accessible price point compared to its American counterpart. Christina Litz, president of the NSL, noted at a season launch event that the league is experiencing a positive trajectory as it heads into its second year. “We’re seeing the same trajectory,” she stated, highlighting that while the franchise fees may differ, the growth pattern is similar to that of the NWSL.
Franchise fees for the original six NSL clubs were set at $1 million each, and since then, the league has seen significant ownership changes. Last April, Mark Mitchell acquired majority ownership of AFC Toronto, and Arcadia MapleLeaf Soccer recently took a majority stake in Ottawa Rapid. While specific financial figures for these transactions were not disclosed, Litz hinted at more announcements to come, suggesting a vibrant future ahead.
Impact on Canada’s Women’s National Programme
The NSL is not just fostering club-level development; it is also making waves in the Canadian national women’s soccer programme. Following its first season, the league has already helped several players, including emerging talents like Delaney Baie Pridham and Kaylee Hunter, earn national team caps. However, the talent drain to the NWSL is a concern, with players such as Emma Regan and Holly Ward making the switch south of the border.
Thomas Gilbert, CEO of Ottawa Rapid and co-founder of the Project 8 initiative that birthed the NSL, expressed aspirations for the league to become a premier destination for national team players. “We have the potential to be a destination league,” he affirmed, emphasising the importance of retaining top talent to ensure the league’s credibility and growth.
Focus on Player Welfare and Expansion Plans
As the NSL embarks on its second season, player welfare has been a key focus. The league has introduced a minimum 96-hour rest period between matches, surpassing FIFA’s 72-hour requirement. This initiative reflects the league’s commitment to player health, especially considering the number of national team players involved—39 played in the 2025 season.
Looking ahead, there are discussions surrounding expansion, with plans to add new teams in the coming years. Jose Maria Celestino Da Costa, NSL vice-president and head of soccer operations, indicated that while caution is essential, there is a real opportunity to grow the league. “We’re trying to focus more on the West markets,” he noted, acknowledging the logistical challenges posed by Canada’s vast geography.
Competing on the International Stage
The NSL is actively working with CONCACAF to ensure that its teams can compete in regional tournaments, such as the CONCACAF W Champions Cup. Although the Vancouver Rise, last season’s champions, will not participate this year, the league is optimistic about future inclusions. Gilbert believes there is a unique opportunity in North America to establish a premier women’s soccer competition akin to the UEFA Women’s Champions League.
As the league prepares to crown another champion in November, with the winner taking home the Diana B. Matheson Cup, the NSL remains focused on improving its infrastructure. Some teams, like AFC Toronto, are set to play a portion of their matches at Toronto’s BMO Field, a move aimed at enhancing the spectator experience.
Why it Matters
The rise of the NSL signifies a broader trend in women’s sports, showcasing the potential for growth and investment in female athletics. With increasing financial backing and a commitment to player welfare, the league is poised to elevate women’s soccer in Canada to new heights. As interest in women’s sports continues to grow, the NSL could very well become a cornerstone of Canadian soccer, nurturing talent and providing a platform for athletes to shine on both national and international stages.
