NWSL General Managers Survey Insights
Author: Jeff Kasouf
Date: November 18, 2025
The NWSL stands at the forefront of the growing women’s sports movement. However, while the opportunities for growth are considerable, the league is also facing intensified competition in a rapidly changing global landscape. How effectively can the NWSL navigate this increasing rivalry and what challenges lie ahead?
In an effort to gauge the league’s status and outlook, ESPN conducted its second annual anonymous general manager (GM) survey. GMs from 15 of the league’s 16 teams participated, discussing a range of topics through video calls or face-to-face meetings.
This anonymity allowed GMs to candidly address various sensitive issues, from salary cap limitations to rule compliance and their views on league leadership. Although there was consensus on some matters, opinions on optimism and concern varied widely among the GMs.
Key Findings from the Survey
1. Salary Cap Challenges
The NWSL’s strict salary cap, set at $3.5 million per team until 2030, poses significant concerns for competition with European clubs that do not impose similar restrictions. Many GMs feel that this limits talent retention and hinders the league’s ability to attract and keep top players. Ten of the 15 GMs interviewed indicated that changing the salary cap should be a priority, while most expressed fears of losing players to European teams, particularly with recent departures of USWNT stars.
2. Changes in Trading Policies
With the recent implementation of full free agency, trades within the league now require player consent, a shift many GMs believe is beneficial for player welfare. However, this new rule has complicated negotiation dynamics, sometimes limiting clubs’ trading capabilities and influencing player movements.
3. Rule Compliance Issues
While a few GMs noted improvements in compliance with league rules, many still believe violations persist. The league’s efforts to crack down on infractions, including significant fines, have not completely eliminated these concerns, highlighting ongoing confusion about what is permissible.
4. Leadership Evaluation of Commissioner Jessica Berman
Under Commissioner Berman, the league has achieved substantial commercial growth, but some GMs feel that the focus has been too heavily tilted toward business at the expense of sports performance. While some appreciated her efforts to unify owners, others urged for a greater emphasis on the competitive aspects of the league.
5. Future Expansion Plans
Though Berman has expressed ambitions for the league to expand to 32 teams, opinions among GMs are mixed. Many stressed that revenue generation could be maximized without necessarily expanding to such a large number.
6. Upcoming Expansion Cities
Atlanta has been confirmed as the NWSL’s 17th team, set to debut in 2028, with other cities like Cincinnati suggested as promising expansion candidates.
7. Concerns Over Player Accusations
Last year’s worries regarding coaching staff being vulnerable to player accusations still linger, although some GMs see signs of improvement. The dynamics between coaches and players continue to evolve as the league seeks to find a balance.
8. NWSL’s Leading Team
The Kansas City Currents are recognized for making significant investments, setting the standard for other teams in the league.
9. Teams Holding the League Back
Chicago Stars FC was frequently cited as struggling, with some GMs expressing concern about recent expansion teams not capitalizing on initial advantages.
10. Second Division Plans
There is overwhelming support for the introduction of a second division aimed at enhancing player development, though specifics about it remain uncertain.
11. College Pipeline’s Relevance
Despite transformative changes in player acquisition, most GMs agree that college soccer remains critical for player development in the NWSL.
12. Relationship with USL Super League
The NWSL’s interaction with the USL Super League continues to resonate, with GMs divided on seeing it as a partner or a competitor.
13. Performance of USWNT Coach Emma Hayes
Overall, GMs rated Hayes positively, recognizing her contributions to improving relationships within the league.
14. Star Power in the League
The departures of prominent players like Alex Morgan have created a gap in marketability for the NWSL, prompting calls for improved storytelling and branding of the league’s athletes.
15. Concerns about Overseas Transfers
While some GMs express minimal worry over USWNT players moving to Europe, there is an underlying concern about the implications for the NWSL’s competitive status.
16. Ranking Global Leagues
NWSL was highly rated, trailing only behind England’s WSL, with notable gaps in perception of other leagues.
17. Desired New Signings
Interest in top international players remains high, with many GMs identifying specific talents they wish to see in the NWSL.
18. First Player Pick in a New Team
Reigning MVP Temwa Chawinga emerged as a top choice among GMs for foundational signings.
Fan Take
The insights from this survey reveal critical challenges and opportunities for the NWSL as it strives for growth in a competitive landscape. As the league pushes to elevate its profile and attract top talent, the responses indicated that significant adjustments in policy and operations may be essential to solidifying its place in the world of women’s soccer.
