Thursday, July 16, 2026

U.S. Women Will Likely Face Toughest World Cup Competition Yet

  • Dominant and cultural influential squad to encounter expanded, improved field.
  • Last two titles have paved the way for wide range of business and cultural successes.
John Hefti-USA TODAY Sports

The U.S. men’s basketball “Dream Team” went from Olympic dominance to medal disappointment in a span of just 12 years. The U.S. Women’s National Soccer Team is trying to avoid a similar fate in the 2023 Women’s World Cup — and faces an expanded and improved field in its bid for an unprecedented three-peat.

The two-time defending tournament champions will play their first game Friday at 9 p.m. ET (Saturday in New Zealand) against Vietnam. But this time around, the road to success that catapulted the U.S. team to global fame and glory in 2015 and 2019 will be undoubtedly more difficult.

The Americans remain the betting favorites, but the WWC field grew from the 24 teams to 32 — the largest ever. The USWNT’s Group E includes the Netherlands, the 2019 runner-up, and the talent gap between traditional powers such as the U.S., England, Germany, and Japan, and the rest of the world is quickly narrowing.

“The world that is catching up is Wales, is Vietnam, is Zambia, Portugal,” said USWNT coach Vlatko Andonovski. “No game is going to be easy.”

Since the 2019 title, USWNT stars including Alex Morgan and the retiring Megan Rapinoe have become household names, winning a slew of major awards and generating millions of dollars in endorsements. Rapinoe also became an outspoken voice on a wide range of social and political issues, and gender pay equity in soccer.

But the team is well aware that the off-field activity and cultural currency are predicated on continued on-pitch success.

“There’s more everything. But nothing happens without what happens on the field,” Rapinoe said earlier this year.

This field is for validation purposes and should be left unchanged.

Sign up for
The Memo Newsletter

Get the biggest stories and best analysis on the business of sports delivered to your inbox twice every weekday and twice on weekends.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jun 16, 2026; East Rutherford, New Jersey, USA; France forward Michael Olise (11) controls the ball against Senegal during a Group I match of the 2026 FIFA World Cup at New York New Jersey Stadium

Where World Cup Stars Go to Customize Their Cleats

The world’s best players turn to a Scottish craftsman for perfect cleats.

What the World Cup Means to Erling Haaland’s Tiny Hometown

The tournament’s breakout star is from a rural Norwegian town.

Why So Many Media Outlets Are Rushing Into Sports

Sports coverage has ballooned in every corner of media.
Pillow Fight Championship

How Obscure Sports Get Mainstream TV Deals

For niche sports, getting on TV often matters more than getting paid.
podcast thumbnail mobile
Front Office Sports Today

7/16/26 – World Cup Final Set, Kawhi Probe, FanDuel VIP Scandal Deepens

0:00

Featured Today

ATLANTA, GA - September 05: Georgia Lottery fireworks after the game against the Seattle Mariners at Truist Park on Friday, September 5, 2025 in Atlanta, Georgia.

Inside the Spectacle and Science of MLB Fireworks

Postgame fireworks are lighting up baseball for America250.
Kansas City Chiefs
July 1, 2026

NFL Teams Push to Turn Futbol Fans Into Football Devotees

NFL teams are courting international soccer fans during their World Cup visits.
June 26, 2026

What We Saw Traveling the U.S. for the World Cup Group Stage

The knockout stage begins Sunday.
June 26, 2026

In an Era of $1,000 Tickets, $10 Watch Parties Bring Fans Together

Stadium watch parties now rival home-game experiences.
June 25, 2026

Italian Americans Have Severe World Cup FOMO

Bars and restaurants in Boston, Philly, and beyond are missing the Azzurri.
Mar 8, 2026; Milwaukee, Wisconsin, USA; Milwaukee Bucks forward Gary Trent Jr. (5) drives for the basket against Orlando Magic guard Jevon Carter (2) in the first quarter at Fiserv Forum.

NBA Investigating Gary Trent Jr.’s New Bucks Contract

Trent agreed to a four-year, $64 million deal on July 11.
Jerry Colangelo sits courtside as the GCU Lopes play the Oklahoma State Cowboys at Mortgage Matchup Center on Dec. 6, 2025, in Phoenix, Arizona.
First at FOS
July 15, 2026

Las Vegas Jacks Have Been in the Works for Over a Year

The group paid $2,200 in fees to apply for the two trademarks.
July 16, 2026

Mark Cuban Gearing Up for Lawsuit Over New Mavs Arena

Cuban seeks to prove Patrick Dumont unlawfully cut him out of opportunities.
Sponsored

Clase Azul Tequila Founder’s Soccer Ownership

Arturo Lomeli talks about managing a tequila brand and two soccer clubs.
July 12, 2026

Seahawks Set NFL Record With $9.612B Sale to Khosla

Vinod Khosla’s wife will “serve as the controlling owner.”
Jun 20, 2026; Raleigh, North Carolina, USA; Carolina Hurricanes left wing William Carrier (28) and defenseman K'andre Miller (19) walk out with the Stanley Cup trophy during the Stanley Cup championship parade and rally at Raleigh.
July 10, 2026

Dundon Faces Backlash for Engraving Kids’ Names on Stanley Cup

All five names of the owner’s children are on the Stanley Cup.
Feb 8, 2026; Santa Clara, CA, USA; Seattle Seahawks wide receiver Cooper Kupp (10) catches a pass against New England Patriots cornerback Marcus Jones (25) in the first half in Super Bowl LX at Levi's Stadium.
July 9, 2026

Two Bidders Pull Ahead in Seahawks Sale Process

One of the two groups includes at least one former Seahawks player.
July 6, 2026

Chicago Sky Shuffle Practice Venues As Facility Delay Continues

Chicago has not given a firm opening date for their practice facility.