When Sarah Jones Simmer joined the National Women’s Soccer League as chief operating officer in 2024, the league was attempting to capitalize on surging national interest in women’s sports. Today, attendance and ratings are up, the league is expanding into new markets, and players are earning record salaries. In a live taping of "Section 415" at Charter's New Employer Brand Summit in New York, Simmer joined host Kerry Crowley on stage to discuss how the league office has courted new sponsors, earned the trust of players, and built a culture that can maximize the potential of women's soccer in the U.S.

00:00 Introduction

00:30 Sarah Jones Simmer, COO of the NWSL

01:53 How the NWSL is Collaborating, Not Competing With the World Cup

06:57 Bay FC and the Evolution of Women's Soccer Infrastructure in the Bay Area

09:31 Sarah's Non-Traditional Path to Sports Leadership

11:44 Building Trust at Scale in a Large Company

15:01 Three Leadership Principles: Beehive Soccer, Roster Rotation & the Penalty Kick Rule

17:32 How the NWSL Chooses New Markets and Ownership Groups

20:04 AI in the Workplace and Why Live Sports Stands to Benefit

22:05 What Success Looks Like for the NWSL Over the Next 5–10 Years

23:48 Outro and Credits

Learn more about your ad choices. Visit megaphone.fm/adchoices