Fast-Growing Orlando Burnishes Sports Reputation With NWSL Win

The Orlando Pride’s victory in the National Women’s Soccer League championship game Saturday marks the first major pro sports title for the central Florida market after more than 35 years of pursuit, and it could become a catalyst to further advance the city’s sports ambitions. 

The Pride will hold a championship parade Monday afternoon, winding through downtown Orlando. It’s the type of event that local leaders have pursued since 1989, when the NBA’s Magic began play as an expansion team. Those aspirations then continued as other teams such as MLS’s Orlando City SC and Pro Volleyball Federation’s Orlando Valkyries arrived in subsequent years. 

Orlando has grown to the No. 15 U.S. media market, now outstripping in size other locales such as Minneapolis, Denver, and downstate neighbor Miami that have been much more established in pro sports circles.

“This victory is not just for the Orlando Pride, it’s for our entire city,” said Orlando mayor Buddy Dyer. “Our community has stood behind this team every step of the way, and we can’t wait to show them how much we appreciate their hard work and dedication.”

Big Wins

Even before the Pride’s championship, Orlando trailed only Austin for growth rate among major U.S. markets and steadily adds about 1,000 new residents to the region each week. Key draws have included the city’s major presence in the hospitality and tourism industries and some relative refuge for other, hurricane-battered Floridians given Orlando’s inland presence. But sports are also a rising and important part of the city’s overall economy and profile.

Orlando City is in the midst of its best season since joining MLS in 2015, clinching a first berth on Saturday to the Eastern Conference final against the New York Red Bulls, with that game happening Nov. 30 at Orlando’s Inter&Co Stadium. The market will again host the NFL’s Pro Bowl Games in February, and other major upcoming events at Orlando’s Camping World Stadium include the hugely viral Pop-Tarts Bowl and Cheez-It Citrus Bowl in college football.

The city could also be a temporary home for the NFL’s Jaguars during upcoming, large-scale renovations at EverBank Stadium in Jacksonville. A deal struck earlier this month between the city of Orlando and Orange County, Fla., will maintain a tourist development tax that will provide $400 million toward upgrades to Camping World Stadium, and another $226 million for the Kia Center, the Magic’s home arena.

“This victory not only solidifies their place in sports history but also highlights the growing prominence and popularity of women’s sports nationwide,” Jason Siegel, president and CEO of the Greater Orlando Sports Commission, said of the Pride title. “We are committed to leveraging this momentum to elevate further women’s sports in our region, where the fan enthusiasm is undeniable. We are also excited about future opportunities, such as supporting the U.S. bid to host the 2031 FIFA Women’s World Cup, which will be pivotal in growing the game.”