NWSL Berman: Despite Challenges, Issues, ‘This League Has Unlimited Potential’

By Barry Janoff

October 30, 2022: In April, Jessica Berman began her job as commissioner for the NWSL.

She replaced interim commissioner Marla Messing — who in turn replaced Lisa Baird after she resigned in October 2021 amidst allegations of harassment brought by players against NWSL coaches, which the players said largely went ignored or underestimated.

Now, at the conclusion of the league’s most challenging yet productive season in ten years of existence, Berman said, “The last six months have really only validated, confirmed and inspired me to know and believe that this league has unlimited potential.”

“I understood exactly what the challenges were, and are, and felt uniquely prepared to be able to address them on the basis of my background and experience,” Berman said during a media conference prior to the 2022 Championship Game between the Portland Thorns and Kansas City Current (Oct. 29).

“(I) also felt that I had been preparing for this moment, really, every single day since I was a teenager and that nothing would make me happier than having the opportunity to apply that for these incredible athletes.”

How best to define the 2022 NWSL season?

The Thorns, whose executives and former coach were cited by investigations as being complicit in allowing the abuse situation to escalate, won the league championship, led by NWSL MVP Sophia Smith, with a 2-0 victory against the Current.

“I felt so proud of our team because we've just gone through so much — and to be able to bring this back to our fans who have stuck with us through everything this year, it means so much to us,” Smith said after the game.

Berman joined the NWSL after two and a half years as deputy commissioner and evp-business affairs for the National Lacrosse League following 13 years with the NHL as vp and deputy general counsel.

She replaced interim commissioner Marla Messing — who in turn replaced Baird after she resigned.

Berman said she wants to “put the league in a position to be successful.”

That includes stronger and more trusting alliances among players, coaches and management, continuing to work with the NWSL Players Assn., building marketing and media alliances, strengthening bonds with local communities and expansion.

“I believe with our sponsors, our relationship with our Player's Association and players, and frankly with your support from the media — having the ability to actually bring this to life — and make these players' dream come true (as well as) for the next generation of athletes."

The NWSL has seen growth among fans, marketers and the media during a season in which much of the focus has been on the allegations raised by numerous players that there has been physical, verbal and emotional abuse by coaches dating back to at least 2015.

Sponsorship revenue is up 90% year-over-year, said Berman.

Concurrently, the NWSL and NWSLPA signed what was called a “historic” CBA enabling players to have more power over their own lives and careers.

"Our partnership with the players, and taking direction from the players, has been and will continue to be our framework, our grounding for what guides the future of this league,” said Berman.

“And there's nothing more important than us delivering on our promise to them, and others, that these players deserve and will play for a league that they feel proud to play in and that provides a healthy and safe environment for them to reach their potential."

Earlier this month, an independent investigation commissioned by the U.S. Soccer Federation, which began in October 2021 and was conducted by Sally Yates, a former U.S. deputy attorney general and a partner in King & Spalding’s Special Matters & Government Investigations practice, not only confirmed player complaints regarding allegations of abuse but said the situation was “systemic.”

An on-going investigation by the NWSL/NWSLPA Joint Investigative Team and the release of the Yates report has to date resulted in the dismissal or suspension of several head coaches and team executives, the resignation of then commissioner Baird and owners of the Thorns and Chicago Red Stars seeking to sell their interests in their respective clubs.

“You can imagine that since a year ago, time has not stood still,” said Berman. “Many changes have occurred in the last year at the league office with respect to systemic reform and even corrective action. But that's not the focus of what we're talking about externally.

"We're going to continue to work quietly behind the scenes to put the league in a position to be successful, and to bring the joint investigative process to a conclusion, which includes making sure that we and the Player Association are prepared to put our pencils down, and have the joint investigative team put their pencils down and release our report publicly."

The league said it topped the one million mark league-wide for a record attendance, averaged 21,000-plus during four post-season was set across four playoff games and have a rise in viewership across media partners CBS Sports, Paramount+ and Twitch.

"These partners are not only standing by the league, but they are also doubling-down on the league,” Berman said.

“They know and understand, just like I did when I took this job six months ago, that this league needs more resources, not less. And we are so confident that we have the right partners around us and that we are talking to the right partners who want to join us and be part of the change that we want to see."

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