The Business of Women's Sports: Women’s Soccer 2026: Expansion, Economics and the World Cup Halo

Wednesday, March 11 | 12:30 PM ET

The Business of Women's Sports

Women’s Soccer 2026: Expansion, Economics and the World Cup Halo

Women’s soccer enters 2026 with surging demand and new decision points. The NWSL’s newly approved High Impact Player (HIP) mechanism — arriving amid NWSLPA pushback — reshapes roster economics, while expansion markets accelerate media and venue plans. Denver’s Summit FC secures exclusive local TV with Scripps, and the city has greenlit the Santa Fe Yards stadium project, even as Lynn Family Stadium in Louisville adapts to UFL’s arrival. All of this unfolds against the global spotlight of the FIFA Men’s World Cup 2026 in North America, creating halo effects in sponsorship, audience growth and matchday operations. This SBJ Live episode will unpack how clubs, brands and broadcasters can capitalize on momentum and manage risk in a pivotal year for the business of women’s soccer.

What We Will Discuss:

• Labor & roster economics
• Media & distribution
• Facilities & scheduling
• World Cup 2026 halo
• Commercial models: sponsor categories, community impact programs, and measurement frameworks that convert attention into sustainable revenue

Who Should Attend:

• Club and league executives
• Media and content leaders
• Brand and sponsorship professionals
• Facility operators and city partners
• Agency strategists, investors and consultants

Featured Speakers (Additional to be Announced)

Jen Millet is a transformative leader in women’s sports. As President of Denver Summit FC, she is at the helm of Denver’s only professional women’s sports team and the newest addition to the National Women’s Soccer League.

In the role as President of Denver Summit FC, Millet has once again created an organization from scratch and delivered record-breaking results. Denver Summit FC is set to break the attendance record with over 45,000 tickets sold for Denver Summit FC’s debut home match. Millet has also already broken NWSL franchise records across season ticket deposits (16,000 and counting) and merchandise sales. Millet oversees multiple infrastructure projects for Denver Summit FC as the club is building a purpose-built stadium for professional women’s sports in Denver’s urban core, a purpose-built performance center and the club’s Centennial Stadium.

With a track record of delivering breakthrough results in startup environments, she brings unmatched experience across professional sports, entertainment, and tech. Her career is defined by firsts, from record-setting expansion seasons to reshaping marketing for NBA franchises and tech powerhouses. Jen’s impact goes beyond performance metrics—she builds culture, champions community, and creates platforms for women to thrive. She is exactly the kind of visionary leader driving meaningful, long-term change in the industry.

Matt Soloff helps shape the commercial strategy for the NWSL, where he oversees league partnerships and builds programs that connect purpose-driven brands with one of the most passionate fanbases in sports. Since joining the league in 2024, he’s worked with new partners like AT&T, e.l.f. Beauty, Bobbie, Tylenol and YETI in addition to long standing partners Ally, CarMax, Google and Nationwide.

Before joining the NWSL, Matt held roles at the NBA and WNBA, including shaping the commercial strategy for the inaugural In-Season Tournament and driving new business efforts bringing in brands like CarMax and Hennessy. He also spent seven seasons on the team side with the New York Mets, helping evolve their approach to partnerships as the team moved into Citi Field.

Matt’s perspective is shaped by both career and life: formerly a solo dad to two girls, he now proudly parents a blended family of four. That lens fuels his belief in how women’s sports can drive culture, shift mindsets, and deliver unmatched value to the brands who show up early.

Kim Stone is the Chief Executive Officer of the Washington Spirit, bringing nearly 30 years of leadership in professional sports and arena management. Stone joined the Spirit in January 2024 as the first CEO in the club’s history, overseeing all business operations and working alongside Owner Michele Kang to establish the Spirit as the preeminent sports organization in the world.

Since stepping into the role, Stone has led the Spirit through record-breaking growth. The Spirit welcomed over 198,000 people to Audi Field in 2025, becoming just the fourth women’s club in the world to average more than 15,000 fans per match. Under her leadership, the Spirit have made back-to-back NWSL Championship games and achieved a more than 70% year-over-year increase in full season ticket memberships and a 90% renewal rate — demonstrating rising fan interest loyalty. The club also saw over a 50% year-over-year growth in corporate partnerships revenue, reflecting strong momentum across the business.

Before joining the Spirit, Stone served as President of UBS Arena and Executive Vice President of Oak View Group East, where she led all business operations, including corporate partnerships and premium ticketing.

Stone’s impressive career includes a 23-year tenure with the NBA’s Miami HEAT, where she managed American Airlines Arena (now Kaseya Center) and led the venue to become the world’s first LEED Gold-certified sports and entertainment facility. During her time with the HEAT, she also helped host four consecutive NBA Finals and earned recognition for the arena as the NBA’s Best Arena Experience in 2017.

Throughout her career, Stone has earned numerous accolades, including being named to Billboard’s Women in Music Top Executives, Pollstar, and Venues Now’s Women of Live in 2023. She has also been recognized as a Sports Business Journal (SBJ) Power Player in Facility Management, a Woman of the Year by Women in Sports and Events (WISE), and an SBJ Game Changer.

Registration is free. All registrants will receive a recording of the webinar following the event.

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