NWSL Moves to Restrict Which Brands Players Can Wear on the Field

The NWSL is working on a program for league-wide cleat and goalkeeper glove “exposure agreements” that would force players with non-partner sponsorship deals to cover up those brands’ logos during matches and pay fines if they don’t.

The policy could bring in at least $320,000 in “retail value” annually from Nike alone, the league says, while player fines could reach up to $32,000 per violation.

The policy is still being finalized, but Nike and Adidas have both signed on. Other companies could still pay the league to join the deal.

Front Office Sports obtained a one-page memo that was sent by the league to players shortly before the 2026 season kicked off in March, a person close to the league says. It outlines details of a “footwear exposure agreement,” saying a brand must make a deal with the NWSL for its logos to be shown during matches and training. Adidas and Nike are the only two brands listed that signed onto the new policy, despite the fact that athletes have deals with other companies.

The memo says the policy would be implemented March 11, but it still has not gone into effect, leading to what the source calls “a lot of confusion.” Sponsored players have worn logos of other brands during the season as the policy is finalized. For example, Courtney Brown and Laurel Ansbrow have worn Ida Sports cleats, while Lilly Reale and Dayana Pierre-Louis have worn Pumas.

The NWSL declined to comment.

The WNBA already has a similar policy to the one the NWSL is crafting. Minnesota Lynx guard Courtney Williams was fined several times last season and eventually covered up logos on her sneakers because she has a sponsorship with Moolah Kicks, which still doesn’t have a deal with the WNBA, a spokesperson confirmed to FOS. The women’s sneaker company’s founder, Natalie White, told The New York Times last summer that the league asked for a payment that was “prohibitive.” MLS also has some sponsor restrictions around footwear.

The memo says the policy “has been voted on and approved by the NWSLPA.” The players’ association tells FOS it supports league-wide footwear agreements, but it is still negotiating what happens for players who currently have deals with other companies.

“The NWSL has proposed a footwear exposure agreement that recognizes the value brands receive from multi-platform exposure and direct association with our athletes,” the NWSLPA said in a statement. “Our Players drive that value. Brands that want to benefit from it will need to meet it.”

The NWSL’s memo says the policy applies to athletes and staff wearing both cleats and goalkeeper gloves. “Players still have the freedom of footwear, but the logos must be covered,” the memo says.

“We have been in discussions with the NWSL regarding the exposure agreement since 2025, before it was finalized,” Ida Sports COO Rachel LaSala tells FOS. “We are still evaluating the accessibility for a brand like ours to participate. We look forward to continuing the conversation with the league.”

LaSala says Ida Sports is waiting on updated numbers from the league about how much it would cost to participate in the program, “but what we have seen is that it is a tiered system that scales with representation.”

A spokesperson for Puma declined to comment. Nike did not comment, while Adidas did not respond.

The memo frames the new policy as a financial boon for players. It says the move “unlocks additional $20,000 (retail value) per year per club from Nike,” and increases “the threshold for what players make directly from brands.” Athletes who do not have individual sponsorships would get the “most recent colorway” and “newest technology” in their club-provided cleats. The policy would also allow brands to use NWSL and team IP to promote athletes, the memo says.

Under the new policy, the responsibility of covering up the logos would fall on the equipment managers, but “Clubs and brands cannot pay the players fine. The player will be responsible for the fine.” The memo says the fine structure would start with a formal warning for the first violation, a $500 fee for the second, and $1,000 for the third. The fine would grow to $32,000 for the ninth violation and each one after that, according to the memo.

Nike makes all kits for NWSL clubs and has been a main sponsor of the league throughout its 14 seasons. Adidas is not listed as an official NWSL partner on its website, but sponsors players including Trinity Rodman.