National Women’s Soccer League Commissioner Jessica Berman speaks during a women’s professional soccer panel at the Hilton Anatole Hotel in Dallas on February 10, 2024.
Omar Vega | Getty Images Sports | Getty Images
At 16, Jessica Berman was one of the few teenagers who knew exactly what she wanted to do with her life: lead a professional sports league.
Nearly 30 years later, the native New Yorker has not only achieved her dream — becoming commissioner of the National Women’s Soccer League in 2022 — but has also helped pave the way for a new generation of women in sports.
Berman told CNBC the league is at a “critical and transformative” turning point. “This is a movement where the world is recognizing the value of women and the value of investing in women and girls,” she said.
Berman, named to CNBC’s inaugural list of changemakers, began her career as a labor and employment attorney at the law firm Proskauer Rose after interning in the National Hockey League and college athletic departments. She helped negotiate an end to the 2004-2005 NHL lockout and a new 10-year collective bargaining agreement between the league and its players.
Over the next 13 years, she rose through the NHL ranks, holding positions ranging from vice president of community development to associate league advisor, working alongside commissioner Gary Bettman.
In 2019, Berman joined the National Lacrosse League and became the first female deputy commissioner of a men’s professional sports league. Less than three years later, she was put in charge of NWSL operations and tasked with turning around an organization in crisis.
Occupy territory
Berman takes over the women’s soccer league after allegations of emotional abuse and sexual misconduct were leveled against multiple teams.
Berman released the findings of the year-long investigation just months after he was appointed commissioner independent investigationThe investigative agency, led by former US Deputy Attorney General Sally Yates, found systemic abuse at the NWSL. The report said the league failed to take basic player safety measures and fostered “a culture of abuse, silence and fear of retaliation.”
Berman issued an apology and pledged to make changes to create a safe and positive environment for players, staff and fans and to rebuild trust in the league.
In 2023, Berman is committed to changing the league’s culture and expanding its operations at a time of unprecedented growth for the women’s game.
Berman helped improve player contracts with league first-ever collective bargaining agreement, which includes advancements in pay and working conditions.She also brought First ever million dollar prize pool To the U.S. Women’s Soccer Team.
She cleared out the alliance’s personnel, Lifetime restraining order issued The Yates report detailed the role of four former coaches in misconduct and fined the Chicago Red Stars $1.5 million and the Portland Thorns $1 million.
She also attracted big-name investors, pitching them her new vision for professional women’s football.
Hollywood A-lister Natalie Portman and All-Star athletes Serena Williams, Naomi Osaka, Patrick Mahomes, Eli Manning, Kevin Durant and Carli Lloyd are just NWSL team equity a part of.
Sofia Huerta #11 of the Seattle Reign vs. New Jersey/New York Gotham FC during the second half of the 2023 National Women’s Soccer League Championship game at Snapdragon Stadium in San Diego on November 11, 2023 /NY Gotham FC’s No. 17 Delanie Sheehan.
Ben Nichols | ISI Photos | Getty Images
Today, business is booming and the alliance has never been stronger or financially sound, Berman said.
The NWSL announced in November a landmark media rights agreement with four major streaming and cable partners worth $240 million over four years, 40 times the size of previous agreements. The agreement significantly increases the league’s reach and distribution to new audiences.
“This is the beginning of our future,” Berman said at the time. “These partnerships fundamentally change the game in our league and the players who take the field each week.”
On Monday, the NWSL announced an expansion with Amazon, naming the company as its exclusive retail sponsor. As part of the deal, the e-commerce giant and streaming company will open an NWSL merchandise store, and the league will migrate its digital archive of historical behind-the-scenes footage and interviews to Amazon Web Services cloud storage.
Amazon Prime will begin streaming 27 games of the season on Friday.
Fans also packed the stands: the league announced record-breaking attendance for the 2023 season, with more than 1.49 million fans attending NWSL games, a 32% increase from the previous year.
Under Berman’s leadership, the league expanded from 12 to 14 teams. There are two other teams It is scheduled to be launched in 2026.
Just a few years ago, the average NWSL team was valued at about $2 million; now, the average NWSL team is valued at about $2 million.According to statistics, today, the average team value is $66 million Athletic. Leading the way is Los Angeles Angel City FC, which is currently valued at $180 million, making it one of the most valuable women’s teams in the world, Sportico said.
Fundamental
Berman said she’s most proud of the recognition she’s received from people who have been working to change the narrative of women’s sports for decades.
“Seeing how current and recently retired players really embrace what we’re building – these people carry the authenticity of this game – really fuels my energy and excitement for what we build in the future,” Berman said.
Berman also acknowledged that the “people’s army” helped expand the alliance’s influence.
“I feel so much female empowerment every day and am surrounded by such incredible leaders and athletes who have worked tirelessly to get to this point,” she said.
She was also particularly proud of giving her two young boys a front-row seat to history.
“They’ve had to make a lot of sacrifices in my career,” said Berman, who travels frequently as part of her job. Berman said her children became personally invested in the league after seeing their mother’s work up close, including its successes and challenges.
“It makes the whole thing more meaningful because I can actually see the benefits of the work I do every day having a positive impact on their lives,” she said.
Berman attributes her success to hard work, ambition and “authentic self.” Growing up, her mother, a psychologist, instilled in her a sense of self that was crucial to her career, she said.
Despite the demands of leading a professional sports league, Berman said she makes sure to prioritize taking care of herself — whether that’s spending time with loved ones or her three dogs, or through exercise like running or yoga — which she says makes her a Better People Commissioner.
“It gives me the energy to go into everything I do in life,” Berman said.
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