How the Washington Spirit built its loyal fan base
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“I feel so grateful that I’ve been able to experience the growth and trajectory of the team," said captain Andi Sullivan, who's been with the Spirit since 2018. “It’s been so cool to be on that ride.” Photo: Brien Aho/NWSL via Getty Images
When the Washington Spirit play at home, Audi Field becomes "Rowdy Audi." On Sunday, the soccer club will finish its rowdiest regular season yet.
Why it matters: The playoff-bound Spirit are expecting their sixth sellout in 15 home matches, capping a record-setting year at the gate and offering a lesson in how to build a loyal fan base.
The big picture: The Spirit's attendance growth stands out even amid the women's sports boom, with some National Women's Soccer League teams struggling to fill seats.
- The Spirit surpassed 200,000 fans at regular-season home matches for the first time.
- Average attendance has steadily grown from roughly 5,000 in 2021 to 16,000 this season.
- The club moved full-time to 20,000-seat Audi Field in 2023, having previously played at the much smaller Maryland Soccerplex in Germantown.
The loyalty factor: More than 90% of its season-ticket accounts were renewed this year, Spirit CEO Kim Stone said.
What they're saying: Jim McCarthy, a longtime ticketing executive and soccer club adviser unaffiliated with the Spirit, says Washington's steady growth is rare.
- Unlike teams riding the excitement of a new franchise or arrival of a superstar, the Spirit have gradually built on its existing audience.
- What makes a winning product? McCarthy points to effective marketing, smart ticket pricing and a good matchday experience, from short lines to friendly customer service.
Zoom in: Stone, formerly of the NBA's Miami Heat and Golden State Warriors, credits a close player-fan relationship.
- Players routinely linger after matches to sign autographs and take selfies. Superstar Trinity Rodman is often the last to leave.
- Stone says fans tend to offer encouragement rather than anger following losses.
- After clinching a playoff berth this month, the team celebrated in front of its supporters section before circling the stadium.
"It sounds very small, but it is huge when it comes to creating a genuine, authentic connection between the fans and the players," Stone said.
Reality check: Rodman's star power undoubtedly helps. But she's not the only draw.
- At one point this year, six of the NWSL's eight best-selling player jerseys belonged to Spirit players.
The bottom line: To McCarthy, the Spirit's success is both an outlier and a blueprint.
- "It makes me think there's probably a replicable model for more clubs in the women's game."
What's next: The Spirit could secure a home playoff match with a positive result Sunday. Audi Field will also host the NWSL final on Nov. 21, regardless of who plays.
- The club's lease expires after the 2027 season. Staying put is a priority — if the terms are right. Stone is negotiating an extension with D.C. United while exploring alternatives.