Washington Spirit and CVS Health: A Landmark Partnership Signaling a New Era for Women’s Sports

The Washington Spirit, a prominent team in the National Women’s Soccer League (NWSL), has secured a significant three-year sponsorship deal with CVS Health, a partnership that transcends the typical jersey sponsorship and points to a profound shift in the landscape of women’s sports. While the surge in popularity of women’s sports might be perceived as a fleeting trend, this expanded collaboration underscores a more enduring and sustainable transformation.

The multi-million dollar investment, as described by both the Washington Spirit and CVS Health, extends far beyond the customary logo placement on the team’s jerseys. It encompasses a comprehensive community programming initiative focused on women’s health, player panels, and various other avenues designed to amplify the impact of the partnership. The Spirit emphasizes that this is among the most valuable sponsorships in the entire NWSL.

The primary objective of this collaboration is to fuel the continued growth of women’s sports, particularly within the NWSL. The rapid evolution of the Washington Spirit organization mirrors this larger trend. In 2019, the team operated as a relatively small enterprise, playing in a suburban stadium with a capacity of just 5,000 spectators. Today, the Spirit has emerged as a standard-bearer within the realm of women’s professional sports.

Michele Kang, the majority owner of the Washington Spirit, initially invested in the club in 2020 before assuming full control in 2022. She recognizes the transformative changes that have occurred in recent years. Kang contrasts this sponsorship with the challenges she encountered when first joining the organization four years ago. During an exclusive interview, she recounted the initial skepticism from brands, who questioned the viability of women’s sports, particularly women’s soccer, and even expressed unawareness of the existence of a professional league.

Kang notes the significant increase in awareness and acceptance of women’s sports, citing the impressive growth in viewership and attendance. When she assumed control, the average attendance at Spirit games hovered around a couple thousand. Today, the team consistently attracts sellout crowds of approximately 15,000 fans. The club’s communication staff reported that 2025 season ticket membership sales are approaching 7,000.

The success of the Washington Spirit reflects broader trends within the NWSL. Kang notes that league-wide viewership has doubled, and average attendance has increased by more than 50%. These numbers demonstrate the growing appeal and marketability of women’s soccer.

Deloitte recently published a study that further supports this upward trajectory. The study revealed that women’s sports generated $1.88 billion in revenue in 2024, exceeding the accounting firm’s 2023 expectations by approximately $600 million. Furthermore, forecasts for 2025 project that revenue will increase to $2.35 billion.

The escalating value of NWSL clubs also mirrors this financial growth. In July, Walt Disney CEO Bob Iger and his wife, Willow Bay, purchased a controlling stake in Angel City FC at a record-breaking valuation of $250 million, marking a significant milestone for women’s sports.

Kang specifically highlighted the atmosphere during the last two games at the team’s 20,000-seat home, Audi Field, when the Spirit faced Bay FC and NJ/NY Gotham FC in thrilling playoff contests. Melissa Schulman, Senior Vice President of Government and Public Affairs at CVS Health, attended these games as a fan. In a separate interview, she echoed Kang’s sentiments, describing the energy in the stadium as unprecedented. She characterized the games as an "arrival moment" and expressed excitement about being a part of the Spirit’s journey.

The relationship between CVS Health and the Washington Spirit dates back to 2020, providing a rare element of continuity in a league characterized by significant change both on and off the field. During a period of uncertainty, as Kang navigated a battle for the team’s future with former owners Steve Baldwin and Bill Lynch, CVS Health maintained its commitment.

Kang explained that some brands adopted a "wait-and-see" approach during this time, while others proposed deals that would have potentially lowered the bar for future sponsorships. The Spirit did not have a front-of-jersey sponsor at the time, and Kang wanted to find a classic, reputable American brand that would legitimize the organization’s mission.

Kang emphasized her desire for a long-term relationship, rather than a short-term deal capitalizing on the current popularity of women’s sports. She sought a mutually beneficial partnership that could be nurtured over time. Schulman emphasized that CVS Health’s interest in the Spirit was initially sparked by the players, describing them as bright, talented, driven, and committed. She specifically mentioned Andi Sullivan and Aubrey Kingsbury as players who influenced her decision. Today, the players remain a key factor, with stars like Trinity Rodman and Croix Bethune playing prominent roles.

The relationship between the Washington Spirit and CVS Health has expanded beyond the on-field product, as the Spirit has emerged as a leader in the NWSL and women’s sports as a whole. Having CVS Health, ranked No. 6 on the Fortune 500 list, as a sponsor lends significant credibility to the organization’s movement.

Schulman also attributes the Spirit’s success to Kang’s leadership, praising her vision and commitment. She highlighted Kang’s determination to improve the treatment of the players and create a better environment for the club. Kang’s acquisition of a majority stake came after scandals involving the team’s head coach and CEO.

Kang insists that the other NWSL owners share her ambitions for their clubs and the league, demurring when described as unique in the sports world. She acknowledges that the NWSL still has a long way to go compared to other sports, and that deals like the one with CVS Health are foundational building blocks for future sustainability. She believes that the league is moving forward because multiple teams are pursuing similar paths. She hopes the size and volume of this sponsorship will lead to even more positive media deals in the future.