By Marta Elena Casanova
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In the United States, women’s soccer is a powerhouse. While the sport has struggled for visibility and recognition in Europe and South America, in the U.S. it has taken over stadiums, TV screens, and even pop culture. But why did it all start and thrive there, of all places? And why are investors in Italian soccer now turning their attention to the women’s game?
The American roots of women’s soccer
Women’s soccer in the U.S. didn’t grow by accident. Unlike in Europe, where football has long been a male-dominated space, in the U.S. “soccer” arrived as a fresh, relatively gender-neutral sport. In the 1970s, the approval of Title IX — a federal law guaranteeing equal opportunities for men and women in school and college sports — sparked an explosion in female participation. Schools and universities began funding women’s programs just like the men’s. The result? A generation of well-trained, well-supported, highly competitive athletes.
When men’s soccer underwhelms, women’s soccer shines
Men’s soccer has never quite caught on in the U.S. the way football, baseball, or basketball have. For decades, soccer was seen as a kids’ sport or a school pastime. Professional men’s leagues struggled to gain traction, and even today, Major League Soccer (MLS) can’t compete with Europe’s biggest leagues in terms of prestige or viewership.
Meanwhile, women’s soccer was booming. The U.S. women’s national team has won four World Cups and four Olympic gold medals, becoming not just sports heroes but cultural and social icons. Names like Mia Hamm, Abby Wambach, and Megan Rapinoe are etched into history, not only for their on-field success but also for their leadership in social justice and equality.
Professionalism and a culture of winning
From the start, the U.S. treated women’s soccer as a professional product. The National Women’s Soccer League (NWSL) is now one of the most established and competitive in the world. Professional contracts, sponsorships, media coverage — all arrived early. But most importantly, the U.S. built a winning culture, where the women’s national team became a source of national pride. That mindset made all the difference.
From the U.S. to Italy: American ownership and women in clubs
In recent years, several Italian men’s clubs have been purchased by American investors. Roma, Milan, Fiorentina, Parma, Venezia, Spezia — all have seen structural shifts with the arrival of U.S. capital. But it’s not just about money: it’s also about mindset. One that focuses on branding, growth, and building an inclusive, modern community.
In this context, the presence of women in executive roles, communications, marketing departments, or leading women’s teams is not just coincidence — it’s part of the plan.
Take AS Roma Women, for example. Now reigning champions of Italy, they’ve become a case study in how to integrate the women’s side into the heart of a club project. AC Milan, too, has given its women’s division more visibility and support under RedBird’s leadership.
The future starts here
The success of U.S. women’s soccer proves that investing in women isn’t charity — it’s smart strategy. Italy is just beginning to understand that football grows stronger when it becomes more inclusive, more diverse, more innovative. And those coming from abroad — like American investors — often bring fewer biases and bigger visions.
If Italy wants to compete globally, it needs to look at the full picture. Maybe the next big star won’t be a flashy Argentine striker — but a number 9 forward with a vision to rewrite the story of Italian football.
By Marta Elena Casanova
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