Build It and They Will Come? The Women's United Soccer Association: A Collision of Exchange Theory and Strategic Philanthropy

Abstract

Founded in 2001, the Women's United Soccer Association (WUSA) began its existence basking in the reflected glory of the unprecedented media coverage of the 1999 Women's World Cup Finals. However, for any sport league to be successful, it must generate sufficient revenue to cover operating expenses. While the WUSA declared itself a major league and based its strategic plan on a philosophy of being the world's premier women's professional soccer league, its fan base suggested a much more “minor” status for the WUSA in the North American professional sport hierarchy. In analyzing the WUSA's brief existence, this paper (a) presents three marketing theories commonly utilized by sport leagues, (b) summarizes the WUSA's formation and structure, (c) investigates the league's expenses and revenues, and (d) utilizes these three elements to offer reasons for the WUSA's failure.

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