In 2010, the air crackled with excitement as FC Gold Pride, a San Francisco Bay Area team in the Women’s Professional Soccer (WPS) league, clinched the championship title. The players, led by legendary figures like Marta and Christine Sinclair, chanted “Obama! Obama!” in celebration, their eyes gleaming with pride. They were on top of the world, expecting a presidential invitation to the White House, a symbolic gesture acknowledging their achievements.
However, their triumph was short-lived. Just months later, FC Gold Pride announced a heartbreaking decision to cease operations, citing high costs and low ticket sales. The White House invitation never materialized. This abrupt end to the championship team became a stark symbol of the struggles facing women’s soccer in the United States, where its potential remained unrealized.
From Niche to Global Phenomenon
Fast forward to 2023, and a different picture emerges. The Women’s World Cup, once a niche event referred to as the “M&M’s Cup,” is poised to break records. It will be held in Australia and New Zealand, attracting unprecedented viewership and featuring a standalone broadcasting deal that signifies its newfound prominence. Fifa will also distribute $30,000 per player in prize money, a substantial increase reflecting the sport’s growing value.
The four FC Gold Pride players who walked away from the club’s demise are now on the cusp of making history. Sinclair, O’Hara, and Riley are key players for their respective teams, while Marta, despite a knee injury, is determined to help Brazil win its first World Cup trophy. These players are all part of the National Women’s Soccer League (NWSL), a league that has steadily grown over the past 11 years and is now on the verge of adding another San Francisco Bay Area team.
The Dream of Professionalism
This remarkable transformation is a testament to the resilience of women’s soccer and the unwavering dedication of its players. For many, the dream of playing professional soccer was once a distant aspiration. Ali Riley, a student at Stanford, couldn’t fathom a life where she could pursue her passion full-time until she actually joined the WPS. The league was still in its infancy, with teams struggling to find their footing and establish a sustainable business model.
FC Gold Pride, funded by tech entrepreneur Brian NeSmith, faced similar challenges. The team’s general manager, Ilisa Kessler, recalls the monumental task of building their infrastructure from the ground up. “Everything had to be built from scratch,” she said, emphasizing the lack of resources and the sheer determination required to navigate the complexities of running a professional sports team.
A Star-Studded Team with Limited Support
Despite these hurdles, FC Gold Pride assembled a star-studded roster, attracting some of the world’s best players. The team’s attacking style and creative gameplay captivated fans, particularly during their impressive 14-game winning streak in the 2010 season. However, behind the scenes, the club grappled with financial struggles. Players, with the exception of Marta, whose signing cost a significant portion of the team’s budget, received salaries ranging from $20,000 to $65,000. Many players relied on host families for accommodation and relied on volunteers for transportation. The club even sponsored green card applications for some players, showcasing their commitment to their team’s well-being beyond the field.
Despite their valiant efforts, FC Gold Pride faced limited support from the local media and community. The team averaged 3,000 fans per game at their home stadium, never reaching the 4,000-mark despite offering affordable tickets. The lack of recognition and financial backing ultimately led to the team’s downfall, leaving players scattered to other teams in the league, many of whom saw their careers disrupted by the WPS’s collapse in 2012.
A New Era of Growth and Recognition
However, the experiences of players like Riley have fueled a sense of purpose and perseverance. She credits FC Gold Pride for providing her with a glimpse into the incredible life of a professional athlete. It was a short-lived dream, but one that shaped her future trajectory. She eventually returned to the NWSL and is now captain of Angel City FC, a team that is challenging the status quo by combining a strong equity mission with aggressive branding and financial strategies.
This new era of women’s soccer is characterized by a shift in attitude. The dominant performance of the US women’s national team, both on the field and through their advocacy for equal pay, has had a profound impact on the global landscape. Julie Uhrman, president of Angel City FC, highlights the importance of women athletes demanding respect and recognition for their contributions. “Historically, women didn’t do that,” she said. “The product was given away as if we were asking for support, versus demanding support for a product that is exceptional.”
The rise of social media and content creation by players and teams has also helped to bridge the gap with traditional media, which often overlooked the sport. The game has evolved from a niche pursuit funded by wealthy entrepreneurs to a lucrative investment opportunity. Fifa’s biannual report highlights record commercial revenue for women’s soccer clubs globally, indicating a growing awareness of its potential. The NWSL is attracting significant investment, with an ownership group recently committing $125 million for a new expansion team in the San Francisco Bay Area. This investment underscores the growing confidence in the future of women’s soccer.
A Legacy of Resilience and Hope
FC Gold Pride may have been a fleeting chapter in women’s soccer history, but its legacy endures. The team’s struggles and ultimate demise serve as a reminder of the challenges women athletes have faced and continue to face in their pursuit of equality and recognition. The story of FC Gold Pride is one of resilience, talent, and unwavering determination. It is a story that speaks to the power of women in sport and the undeniable progress they have made in transforming the landscape of women’s soccer.
