Washington Spirit Board Update: 2024 Performance Review
Dear Members of the Board,
I am pleased to present a comprehensive update on the Washington Spirit’s second-half performance as we enter the exciting 2024 NWSL playoffs beginning November 10th at 12:30 pm at Audi Field.
Team Performance: #2 NWSL heading into the final game
The investment in our coaching staff, rookies, and new international players this year has put us in a competitive position. The team currently ranks #2 in the league, posting a strong 17-6-2 record with one regular-season game remaining. We have matched our NWSL record with ten home victories this regular season. Under new head coach Jona Giraldez’s leadership, we’ve successfully executed our talent acquisition and development strategy, integrating several high-caliber players, including:
- Olympic stars: Trinity Rodman, Casey Kruger, Croix Bethune, Hal Hershfelt, Leicy Santos (Columbia & 2024 addition) and Gaby Carle (Canada)
- Strategic additions: Makenna Morris, Rosemonde Kouassi and Esme Morgan
Despite season-ending injuries to key players including Bethune and Andi Sullivan as well as Ouleye Sarr missing significant playing time, our enhanced roster depth has maintained our competitive advantage.
Player and Coaching Honors:
• Croix is a candidate for NWSL Rookie of the Year and ranks #1 in NWSL in assists with 10 despite missing the last 3 months of the season
• Trinity was ranked the 9th best player in the world at the 2024 Ballon D’or ceremony and in the NWSL she ranks #5 with 6 goals, #5 in assists with 6 and #4 in shots with 58
• Tara McKeown ranks #4 in NWSL with 1,576 passes
• Jonathan Giraldez was a nominee for Coach of the Year at the Ballon D’or ceremony
Business Operations and Revenue:
With our 2025 regular-season home matches completed, the results indicate that our pivot to a revenue-generating organization this season is having a positive impact. We’ve achieved unprecedented growth across key performance indicators:
Match Attendance and Fan Engagement:
• Average attendance is up 30% YOY
• Peak attendance: 19,897 (vs. San Diego Wave, June 15)
• Set 8-10 attendance records this season
• 82% season ticket renewal rate for 2025
• 39% increase in new season ticket members for 2025 (as of October)
Marketing and Brand Growth:
• 27% year-over-year growth in marketing database
• Brand awareness increased to 51% in the DMV
• 51% YOY growth in social media engagement
Strategic Initiatives:
We successfully hosted two major international events this summer:
1. Spirit v. Arsenal FC friendly (August 18) – 15,062 attendance
2. Doubleheader friendly (August 25) – 17,130 attendance
• Spirit vs. Kansas City Current
• Arsenal vs. Chelsea exhibition match
These events significantly enhanced our global visibility, brought +5,000 new fans into our database and demonstrated our operational capabilities at the highest level.
Forward Outlook:
As we enter the playoffs, we maintain a strong position for continued success. Our focus remains on:
• Maximizing playoff performance
• Continuing revenue growth initiatives
• Building on our enhanced market position
• Strengthening our community engagement
The combination of our athletic success, business growth, and operational achievements positions us strongly for sustained success. We continue to build value for our stakeholders while advancing our strategic objectives.
Thank you for your continued support and investment in our vision. I welcome any questions or discussions regarding this update.
Best regards,
Kim
Washington Spirit CEO
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