Nwsl cstudy2014 final by Concacaf

CS #1 20 14

CASE STUDY FOCUS:

FOOTBALL

BEACH

FUTSAL

MEN

WOMEN

YOUTH

LEAGUE

CLUB

MEMBER ASSOCIATION • • • • • • • • • • • • • • •

ANGUILLA ANTIGUA & BARBUDA ARUBA BAHAMAS BARBADOS BELIZE BERMUDA BVI BONAIRE CANADA CAYMAN ISLANDS COSTA RICA CUBA CURACAO DOMINICA

• • • • • • • • • • • • • • •

DOMINICAN REPUBLIC EL SALVADOR FRENCH GUYANA GRENADA GUADELOUPE GUATEMALA GUYANA HAITI HONDURAS JAMAICA MARTINIQUE MEXICO MONTSERRAT NICARAGUA PANAMA

• • • • • • • • • • •

PUERTO RICO ST-MARTIN ST-MAARTEN ST. KITTIS & NEVIS ST. LUCIA ST. VINCENT & THE GRENADINES SURINAME TRINIDAD & TOBAGO TURKS & CAICOS US VIRGIN ISLANDS USA

Jeffrey Webb, CONCACAF President

Women’s football has long been a source of pride for CONCACAF, especially as the United States has created a global model for success. While Canada and Mexico have also established consistently strong programs, devoting our efforts to increase the participation and quality of women’s football throughout the entire region is congruent with CONCACAF’s overall mission. In 2014 and 2015, CONCACAF Member Associations will host the three biggest tournaments in women’s football, with Canada hosting the FIFA Women’s World Cup and the FIFA Under-20 Women’s World Cup and Costa Rica staging the FIFA Under-17 Women’s World Cup. This is the perfect opportunity to show the world the commitment and passion that CONCACAF has for women’s football. As such, it is vital that we invest in the game, particularly in the long term development of women’s football. Raising standards, both in management and performance, is crucial to achieving true progress and sustainability. This case study promotes a women’s football league which has had tremendous results in its first year of existence. The NWSL is certainly on the path to quickly becoming one of the top women’s leagues in the world.

Enrique Sanz,

CONCACAF General Secretary CONCACAF welcomes you to our first case study from our Club Licensing Department, which will provide a comprehensive understanding of the first season of the new NWSL. This report has been carefully designed to highlight the most significant aspects that contributed to the league’s accomplishments in its inaugural season. There is much to be learned from the NWSL story, from the league’s quick but effective launch to a snapshot of the clubs and a glimpse into the future. Our purpose is to deliver interesting and informative content regarding the truly unique situation and successes of the National Women’s Soccer League that can be utilized by other CONCACAF Member Associations to improve women’s football in their respective countries. Congratulations to all the NWSL clubs for their historic participation in this new league and in particular to the Portland Thorns FC for winning the inaugural NWSL Championship. We look forward to another exciting and competitive NWSL season in 2014.

• NSWL OVERVIEW • ONE OF A KIND BUSINESS MODEL • US SOCCER SUPPORT • LAUNCHING A NEW PROFESSIONAL LEAGUE • NWSL TIMELINE • ROSTER ALLOCATION • SOCIAL MEDIA • NWSL WEBSITE • EMPLOYEE ROLES • PREVIOUS WOMEN’S LEAGUES • ELEVEN INTERESTING FACTS • THE SUCCESSES • LOOKING AHEAD • NWSL CLUBS • NWSL RESULTS • CLUB PROFILES • NWSL STADIUMS • SEASON TICKETS • REACTIONS • ACKNOWLEDGEMENTS

The National Women’s Soccer League is the top level women’s professional league in the United States. The NWSL was founded by 8 clubs:

The league office with the approval of the NWSL Board of Governors, which includes a representative from each club, is responsible for making key decisions regarding the league including the length of the season, schedule and expansion into new markets. The first season of the NWSL ran from April 13 – August 31, 2013. Each team played 22 games (11 home, 11 away) over a 19-week span. The top four teams in the standings qualified for the playoffs, and the semifinal matches were: Western New York Flash vs. Sky Blue FC FC Kansas City vs. Portland Thorns FC The championship match was contested by the Western New York Flash and the Portland Thorns FC on August 31. The Portland Thorns FC won 2-0 and became the first NWSL Champions.

For the 2014 season, the NWSL will have 9 clubs, as the Houston Dash officially joined the league as an expansion club in December of 2013.

The Dash will be owned and operated by the Houston Dynamo of the MLS. The addition of the Dash means that 2 of the 9 NWSL clubs, Houston and Portland, are associated with MLS clubs. The Dash will play league matches at BBVA Compass Stadium in downtown Houston and will enter the league with exceptional infrastructure, facilities, and personnel. Due to this expansion, the 2014 season of the NWSL will consist of 24 games for each club, with 12 home and 12 away matches.

Kealia Ohai, 2nd overall pick at the NWSL College Draft

The NWSL was established as a single-entity business model that promotes sustainability and provides a strong foundation from which to grow the league. Based in Chicago, the NWSL is supported by the Canadian Soccer Association, Federation of Mexican Football and the United States Soccer Federation. The three federations are responsible for subsidizing a pre-determined number of national players, which significantly decreases the salary investment for clubs. These numbers are:

2013: US: 23 players Canada: 16 players Mexico: 12 players

2014: US: 26 players Canada: 16 players Mexico: 8 players

Aside from the allocated national players from Canada, Mexico and USA, all player contracts are signed with the NWSL and not with the individual clubs. The NWSL has developed a standard contract for those players who sign with the league. The NWSL works diligently to keep the federations informed regarding national team players in order to develop a mutually beneficial relationship.

US Soccer is integral to the success of the NWSL because they provide more than just salary assistance for national team players. US Soccer provides administrative support in various areas, and relevant staff meet regularly with NWSL staff to discuss league projects and initiatives. The federation also contributes financially to the operational costs of the NWSL. US Soccer is willing to invest human and financial resources because the organization is committed to the growth of a women’s professional soccer league.

HUMAN RESOURCES MARKETING

MEDICAL

REGISTRATION

FINANCE & PAYROLL

LEGAL

VIDEO

The NWSL league office was responsible for the management and operation of the league, which was set up in a very limited amount of time in late 2012. Due to the tight time frame, the League office worked quickly and efficiently to establish the rules and regulations needed to run a professional soccer league. The NWSL utilized a professional approach that focused on establishing a solid foundation for the league that could be expanded upon in future seasons.

Prior to the launch of the league, the NWSL consulted various stakeholders in order to determine which best practices could be adapted to the specific situation of the new league. US Soccer, MLS, WPS and others assisted in providing document templates and overviews of processes. The NWSL analyzed those tried and tested methods in order to implement the most effective plan given the unique structure of the NWSL.

To successfully launch the NWSL in 2013, the staff focused on developing the following areas: • Legal Documents: NWSL structure, player contracts, league rules, club requirements • League Operations: Schedule, match day protocols, broadcast information, communications • Roster Development: Multi-step process for clubs to fill their rosters • Branding: Increase awareness of the NWSL and the 8 clubs As these policies and processes were produced, a vision for the NWSL’s first season evolved: • Creating a fun and healthy match environment for both players and fans • Developing national team players from the US, Canada, and Mexico by facilitating the highest quality of competition for all league matches • Establishing the league’s presence in the US professional sports marketplace by communicating various league and club initiatives

NWSL TIMELINE – THE LAUNCH OF THE NWSL

INITIAL DISCUSSIONS FOR WOMEN’S PROFESSIONAL LEAGUE BETWEEN US SOCCER AND WPS TEAMS BASICS OF NWSL FINALIZED

CHERYL BAILEY HIRED AS EXECUTIVE DIRECTOR ALLOCATION OF 55 NATIONAL TEAM PLAYERS JAN. 11 COLLEGE DRAFT JAN. 18 ADDITIONAL SIGNING PERIOD JAN. 18-31

SUPPLEMENTAL DRAFT FEB. 7 DISCOVERY PLAYER SIGNINGS FEB. 8

PRESEASON BEGAN MARCH 11

JULY 2012

NOV 2012

DEC 2012

JAN 2013

FEB 2013

MAR 2013

APR 2013

NWSL TIMELINE – THE INAUGURAL NWSL SEASON • NSWL OVERVIEW • ONE OF A KIND BUSINESS MODEL • US SOCCER SUPPORT • LAUNCHING A NEW PROFESSIONAL LEAGUE • NWSL TIMELINE • ROSTER ALLOCATION • SOCIAL MEDIA • NWSL WEBSITE • EMPLOYEE ROLES • PREVIOUS WOMEN’S LEAGUES • ELEVEN INTERESTING FACTS • THE SUCCESSES • LOOKING AHEAD • NWSL CLUBS • NWSL RESULTS • CLUB PROFILES • NWSL STADIUMS • SEASON TICKETS • REACTIONS • ACKNOWLEDGEMENTS

OPENING DAY: FC KANSAS CITY VS. PORTLAND THORNS FC APRIL 13 US SOCCER FOUNDATION BECOMES NWSL’S CHARITABLE PARTNER FOX SOCCER BROADCASTS 6 REGULAR SEASON MATCHES JULY 14 – AUGUST 17

UNITED STATES ADULT SOCCER ASSOCIATION SPONSORSHIP AGREEMENT

REGULAR SEASON CONCLUDES AUGUST 18 SEMI-FINAL MATCHES: FC KANSAS CITY VS. PORTLAND THORNS FC WESTERN NEW YORK FLASH VS. SKY BLUE FC AUGUST 24

CHAMPIONSHIP MATCH: PORTLAND THORNS FC DEFEATS WESTERN NEW YORK FLASH AUGUST 31

APR 2013

JUN 2013

JUL 2013

AUG 2013

NWSL TIMELINE – PREPARING FOR THE SECOND SEASON • NSWL OVERVIEW • ONE OF A KIND BUSINESS MODEL • US SOCCER SUPPORT • LAUNCHING A NEW PROFESSIONAL LEAGUE • NWSL TIMELINE • ROSTER ALLOCATION • SOCIAL MEDIA • NWSL WEBSITE • EMPLOYEE ROLES • PREVIOUS WOMEN’S LEAGUES • ELEVEN INTERESTING FACTS • THE SUCCESSES • LOOKING AHEAD • NWSL CLUBS • NWSL RESULTS • CLUB PROFILES • NWSL STADIUMS • SEASON TICKETS • REACTIONS • ACKNOWLEDGEMENTS

WAIVER DRAFT SEPTEMBER 9 HOUSTON DASH BECOME 9TH MEMBER CLUB OF NWSL DECEMBER 12 ALLOCATION OF 50 NATIONAL TEAM PLAYERS JANUARY 3

EXPANSION DRAFT JANUARY 10

COLLEGE DRAFT JANUARY 17 PRESEASON BEGINS MARCH 10 OPENING DAY OF SEASON 2 APRIL 12

SEPT 2013

DEC 2013

JAN 2014

APR 2014

The NWSL designed a unique system for clubs to fill their rosters of 18-20 players for the inaugural season. This multi-step process aimed to ensure competitive parity amongst all clubs. An outline is below:

1. Allocated Players: Canada, Mexico, and US submit their national team player lists, and these players are allocated to the 8 clubs to ensure fairness and balance (6-7 players per club)

2. NCAA Draft: Each club selects 4 college seniors who sign-up for the draft online

3. Supplemental Draft and Discovery Player process: Clubs sign players who were playing in other professional or amateur leagues to fill the remaining roster slots

4. Amateurs: Amateur players from reserve clubs, local leagues, etc. can be brought in when national team players are called up for international matches

The NWSL is constantly looking to innovate, so expect a few small changes to the roster process for 2014 and beyond!

The NWSL fully utilized the power of social media during its first season. A variety of platforms were used to increase awareness and exposure of the NWSL, as well as to provide interesting information and content to fans.

Facebook: 19,029 likes - www.facebook.com/NWSL

Twitter: @NWSL

32,945 followers / 2,414 tweets

Skype: Player of the Week interview conducted via Skype with ESPNW crew • Average of 6,000 – 7,000 total viewers per match • 96,789 views for the FC Kansas City vs. Seattle Reign

match in April • NWSL matches were viewed by fans from over 60 countries!

Spotlight on YouTube A partnership between YouTube and the NWSL was formed to enable the league to stream all matches live to viewers around the world. This platform provides free and easy access to all NWSL fans. The NWSL developed quality standards, and the 8 clubs were responsible for hiring a production crew and uploading the content to YouTube. More than ½ of the NWSL teams used HD streams for a better quality experience, and the league was pleased overall with the viewership numbers for the first season. Click here to view the existing NWSL content on YouTube. Moving Forward: The NWSL has established video production standards for all live streams of matches in 2014, which will be implemented across the league to ensure an improved quality in the league’s online streaming videos.

The NWSL’s website has a wealth of information about all league activities. Detailed match previews and summaries are available for all matches, as are announcements regarding player trades and activities. Some of the features on the website include: • Player of the Week and Month Awards • Weekly Power Rankings • Statistics provided by STATS INC. • End-of-Year Awards for: MVP, Golden Boot, Defender, Goalkeeper, Rookie, and Coach of the Year, and the Best XI • NWSL shop for league and club merchandise

EMPLOYEE ROLES

Cheryl Bailey

EXECUTIVE DIRECTOR

Laura Flynn

Payroll Specialist

Kara Kabellis

Eric Gleason

Technical Committee

Lisa Levine

Disciplinary Committee

CFO

Patrick Donnelly

Lindsey Gamrod

Ben Meyer-Abbott

Jeff Schoonover

Dir. of Communications

Operations Manager

Health Coverage

Steve Hoffman Marketing Manager

General Counsel

Mike Gressle

Dir. of Marketing & Comm.

Jeff Ricondo

Marketing Coordinator

Niel Buethe

Communications Mgr.

Hughie Oâ&#x20AC;&#x2122;Malley Mgr., Sports Medicine

Communications Intern

Operations Intern

There have been two other women’s professional soccer leagues in the US: WUSA and WPS. While neither of these leagues are currently in existence, they laid the foundation for the NWSL. The WUSA and WPS were successful in many ways, and the NWSL has learned and benefitted from their experiences. However, in order to create a sustainable women’s soccer league, the NWSL made several key modifications to build a blueprint for long-term success, with a focus on cost containment. These changes include: • Partnership with US Soccer for financial and administrative support • Relationships with Canadian Soccer Association, Federation of Mexican Football, and US Soccer to subsidize national player salaries • Implementation of a salary cap, housing cap, and relocation cap • Emphasis on clubs initially playing in smaller and more intimate stadiums • Reduce rental and operating costs • Create better overall match atmosphere for all fans • Build demand for league matches from the ground up

In addition, the NWSL has been able to take advantage of the following cultural changes that were not present for the previous two women’s leagues. • Changed demographics in the US for the sport of soccer • Previous generations preferred to participate in soccer rather than watch the professional game • Current generations have grown up with the game and are much more likely to spend time and money to be a spectator at a professional soccer match • This translates to a greater pool of fans that the NWSL can target • Proliferation of social media has increased the reach of league communications • Social media and live-streaming platforms provide a viable alternative to television broadcasts, which were once considered a necessity for a new league to survive • League content can easily be spread to fans around the world in real time

1. In 2013, each club was allowed 2 international players in addition to the allocated players from Canada and Mexico. In 2014, clubs will be allowed 3 international players. 2. A sponsorship agreement has been reached with Nike for the 2014 season, and Nike will be working with all 9 clubs to design their uniforms. Stay tuned for the unveiling of these uniform designs! 3. Each NWSL club has a salary cap of $200,000 for the 18-20 players on their rosters. 4. Fox Soccer televised 9 games during the 2013 NWSL season, including all 3 playoff matches. 5. The NWSL utilizes PRO to handle all aspects of refereeing for the league, including education, assignment, and evaluation. The NWSL provided dimensions and guidelines to PRO in regards to cost containment strategies and evaluation structures in order to ensure quality refereeing at each match. 6. A coach of a NWSL club must have a USSF A-License or must currently be making progress towards obtaining an A-License. 7. All 8 clubs will return to the NWSL for the 2013-2014 season. This is a first for US women’s professional soccer, as previous leagues were never able to retain all clubs from one season to the next. 8. On the last match day of the season, the bottom four clubs in the standings played the top four clubs. Every match had an impact on the playoff race – brilliant scheduling! 9. FC Kansas City swept all of the NWSL individual awards for the 2013 season, with Lauren Holiday claiming the Golden Boot and MVP, Becky Sauerbrunn winning Defender of the Year, Nicole Barnhart being named Goalkeeper of the Year, Erika Tymrak being recognized as Rookie of the Year, and Vlatko Andonovski taking the Coach of the Year honors. 10. Since the NWSL season is only 5 months long, players can be loaned to other clubs during the off-season. This allows the NWSL’s players to continue to train at the highest level and gain valuable match experience. 11. Lisa De Vanna’s beautiful bicycle-kick goal has over 1.1 MILLION views on YouTube! See it here!!

TREMENDOUS PASSION & DEDICATION OF FANS

ALL MATCHES SHOWCASED A HIGH QUALITY OF PLAY & COMPETITIVE PARITY

PROFESSIONALISM OF PLAYERS ON AND OFF THE PITCH

SOCIAL MEDIA & ONLINE STREAMING ACCOMPLISHMENTS

There is no off-season for NWSL staff, as the league is currently preparing for its 2nd season in 2014. While this list is far from exhaustive, below is a sample of the major projects that are in development.

Using collected feedback, analyze results from Year 1 in order to pinpoint areas for improvement and share best practices Identify production standards for all match content that will be shared via YouTube Negotiate and finalize a television broadcast deal for 2014 and beyond

Update and communicate the roster allocation process for 2014

Sign sponsorship agreements for upcoming seasons

Complete and distribute the NWSL Operations Manual and Competition Guidelines Manual to the league’s 9 clubs

NWSL 2013 STANDINGS NWSL CLUB

POINTS

GAMES PLAYED

WIN

LOSS

DRAW

GOALS FOR

GOALS AGAINST

GOALS DIFF.

KANSAS CITY

PORTLAND THORNS FC

BOSTON BREAKERS FC

RED STARS

-4

SEATTLE REIGN FC

-14

-23

WESTERN NEW YORK

FLASH FC

SKY BLUE

CHICAGO

WASHINGTON

SPIRIT

2013 NWSL CLUB PROFILES NWSL CLUB

GENERAL MANAGER

HEAD COACH

Michael Stoller

Lee Billiard

Cat Whitehill

Arnim Whisler

Alyse LaHue

Rory Dames

Chris Likens

Brian Budzinski

Vlatko Andonovski

Merritt Paulson

Gavin Wilkinson

Cindy Parlow Cone

SEATTLE REIGN FC

Bill Predmore

Laura Harvey

SKY BLUE

Thomas Hofstetter

Tony Novo

Jim Gabarra

Bill Lynch

Mark Parsons

Joe Sahlen

Mike Cipolla

Aaran Lines

BOSTON BREAKERS FC CHICAGO

RED STARS FC

KANSAS CITY PORTLAND THORNS FC

WASHINGTON

SPIRIT

WESTERN NEW YORK

FLASH

OWNER

2013 NWSL STADIUMS NWSL CLUB

NAME

LOCATION

CAPACITY

BOSTON BREAKERS FC

DILBOY STADIUM

Somerville, MA

2,500

BENEDICTINE UNIVERSITY SPORTS COMPLEX

Lisle, IL

3,071

SHAWNEE MISSION DISTRICT STADIUM

Overland Park, KS

6,150

JELD-WEN FIELD

Portland, OR

20,438

SEATTLE REIGN FC

STARFIRE STADIUM

Tukwila, WA

4,500

SKY BLUE

YURCAK FIELD

Piscataway, NJ

5,000

MAUREEN HENDRICKS FIELD

Boyds, MD

4,000

SAHLEN’S STADIUM

Rochester, NY

12,000

CHICAGO

RED STARS FC

KANSAS CITY PORTLAND THORNS FC

WASHINGTON

SPIRIT

WESTERN NEW YORK

FLASH

NWSL 2014 SEASON TICKETS NWSL CLUB

LOWEST PRICED

HIGHEST PRICED

BOSTON BREAKERS FC

$205

$700

$150

$600

KANSAS CITY

$168

$600

HOUSTON

$144

$360

PORTLAND THORNS FC

$120

$1,020

SEATTLE REIGN FC

$154

$550

SKY BLUE

$110*

$500*

SPIRIT

$210

$700

WESTERN NEW YORK

$105

$500

CHICAGO

RED STARS FC

DASH

WASHINGTON

FLASH

*2013 SEASON TICKET PRICES

“From day one when we discussed starting the creation of the NWSL our main goal was to create a sustainable league that could be successful for the long-term. We wanted to provide the world’s best female players a highly competitive environment where they would be able to showcase their talents, develop their skills and engage with a passionate and engaged fan base. As we move into our second season, we are very pleased with direction the league is heading.”

- Sunil Gulati,

President of the US Soccer Federation

“La participación de nuestras jugadoras en la NWSL ha sido un importante paso en nuestro interés de promover el fútbol femenino. Ha sido un experimento interesante y esperamos ver aún más frutos de esta liga en el presente año. En esta segunda temporada, y en la cual la FMF continúa apoyando el desarrollo de la liga, es muy importante que estas jugadoras mexicanas p uedan t ener una mayor participación en los juegos, para que el fruto de este esfuerzo se vea reflejado, tanto en los equipos que forman la liga, como en el desarrollo de las propias jugadoras”.

- Justino Compeán, President of the FMF

“With the two most important women’s tournaments to be hosted in Canada, the NWSL has provided the right platform for our players to improve and excel. We also believe that this North American league will have a positive impact on increasing the interest of fans in the region towards women’s soccer.

- Victor Montagliani,

President of the Canadian Soccer Association

As we look to grow our local Women’s league, it is great to learn from what other leagues are doing in our region. The large crowds that Portland drew on this inaugural NWSL season is something truly outstanding.”

- Sonia Bien Aime,

General Secretary of Turks and Caicos Football Association

“We have noticed that the key to the success of the league is “teamwork”. From three federations supporting one vision, to the right mix of club ownership and US Soccer departments working together to support the every day operations of the league. On the pitch, the players have come together and performed, displaying a great sporting level. We look forward to seeing the organic growth of this league.

- Natalie Lutz,

CONCACAF Club Licensing Coordinator

ACKNOWLEDGEMENTS The NWSL case study could not have been completed without the assistance of several individuals. CONCACAF would particularly like to thank NWSL staff members Cheryl Bailey (Executive Director), Patrick Donnelly (Director of Communications) and Jacquelyn Vanaman (Operations Manager) for their support. Their interview responses were essential in providing an overall view of the NWSL, as well as detailing the specific and unique situation of the league. In addition, all photos are courtesy of the NWSL. Finally, a special thank you to President Sunil Gulati and Secretary General Dan Flynn from the US Soccer Federation, President Justino Compeán from the Mexican Football Federation and President Victor Montagliani from the Canadian Soccer Association for their valuable insights regarding the league.