AT&T Joins NWSL as Official Connectivity Partner for 2025 Season

AT&T has become the connectivity partner for the NWSL, sponsoring awards, events, and in-stadium technology. This collaboration aims to enhance fan engagement, support the community, and promote women’s sports.

This partnership follows Google’s collaboration with Pixel, highlighting the increasing interest of tech giants in women’s soccer. The 2025 NWSL season is set to build on the record-breaking viewership and attendance of the 2024 season.

AT&T Steps Onto the Field: How Tech Is Powering the NWSL’s 2025 Season

The National Women’s Soccer League (NWSL) is making significant strides in the technology sector. Following its innovative partnership with Google Pixel in 2024, the league has joined forces with AT&T as its official connectivity partner.

This multi-year agreement aims to transform fan engagement and league operations using advanced technology.

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Why AT&T’s Role as the NWSL Connectivity Partner Matters

As the connectivity partner of the NWSL, AT&T is doing more than merely placing its logo on jerseys; the telecom giant is integrating itself into the very foundation of the league.

• Sponsoring Prestige: AT&T will headline the NWSL’s inaugural Awards Show and present the MVP and Player of the Week honors.
• Fan-First Tech: AT&T will deploy interactive fan zones and connectivity hubs at marquee events like the NWSL Championship, ensuring seamless social media sharing and real-time engagement.
• Stadium Visibility: From LED field boards to goal-line signage, the brand will be omnipresent during matches, blending tech with tradition.

This partnership underscores a shared mission: leveraging AT&T’s infrastructure as the NWSL connectivity partner to amplify storytelling, streamline operations, and connect global fans to the sport’s rising stars.

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Building on Google’s Legacy

AT&T’s entry follows Google’s collaboration on the 2024 Pixel, which utilized AI-powered cameras to provide behind-the-scenes content for NWSL social media channels.

These partnerships indicate a technology-focused transformation in women’s sports, where brands are investing not only in advertisements but also in improving accessibility and fostering innovation.

A League on the Rise

The NWSL’s 2025 season is already generating excitement, with attendance and viewership expected to exceed the historic highs of 2024. As the NWSL’s connectivity partner, AT&T will be crucial in maintaining this momentum. “This goes beyond technology; it’s an investment in the future of women’s sports,” remarked an NWSL spokesperson.

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Rivals Take Note

AT&T is not the only company that acknowledges sports’ technological potential. Verizon, for example, has consistently supported the Orlando Magic by integrating 5G networks into the arena experience.

Nevertheless, the NWSL’s partnerships are particularly notable for their emphasis on community benefits, such as AT&T’s initiatives to finance youth soccer programs and promote digital literacy.

The Bigger Picture

Tech giants are betting heavily on women’s sports, and the NWSL is at the forefront of this endeavor.

Through its alliance with AT&T, the NWSL’s telecommunications partner, the league is cementing its position as a hub for innovation, inclusivity, and global fan engagement. As Commissioner Jessica Berman noted, “We’re not just evolving the game—we’re redefining it.”