The Orlando Pride’s victory in the National Women’s Soccer League championship game Saturday marks the first major pro sports title for the central Florida market after more than 35 years of pursuit, and it could become a catalyst to further advance the city’s sports ambitions. 

The Pride will hold a championship parade Monday afternoon, winding through downtown Orlando. It’s the type of event that local leaders have pursued since 1989, when the NBA’s Magic began play as an expansion team. Those aspirations then continued as other teams such as MLS’s Orlando City SC and Pro Volleyball Federation’s Orlando Valkyries arrived in subsequent years. 

Orlando has grown to the No. 15 U.S. media market, now outstripping in size other locales such as Minneapolis, Denver, and downstate neighbor Miami that have been much more established in pro sports circles.

“This victory is not just for the Orlando Pride, it’s for our entire city,” said Orlando mayor Buddy Dyer. “Our community has stood behind this team every step of the way, and we can’t wait to show them how much we appreciate their hard work and dedication.”

Big Wins

Even before the Pride’s championship, Orlando trailed only Austin for growth rate among major U.S. markets and steadily adds about 1,000 new residents to the region each week. Key draws have included the city’s major presence in the hospitality and tourism industries and some relative refuge for other, hurricane-battered Floridians given Orlando’s inland presence. But sports are also a rising and important part of the city’s overall economy and profile.

Orlando City is in the midst of its best season since joining MLS in 2015, clinching a first berth on Saturday to the Eastern Conference final against the New York Red Bulls, with that game happening Nov. 30 at Orlando’s Inter&Co Stadium. The market will again host the NFL’s Pro Bowl Games in February, and other major upcoming events at Orlando’s Camping World Stadium include the hugely viral Pop-Tarts Bowl and Cheez-It Citrus Bowl in college football.

The city could also be a temporary home for the NFL’s Jaguars during upcoming, large-scale renovations at EverBank Stadium in Jacksonville. A deal struck earlier this month between the city of Orlando and Orange County, Fla., will maintain a tourist development tax that will provide $400 million toward upgrades to Camping World Stadium, and another $226 million for the Kia Center, the Magic’s home arena.

“This victory not only solidifies their place in sports history but also highlights the growing prominence and popularity of women’s sports nationwide,” Jason Siegel, president and CEO of the Greater Orlando Sports Commission, said of the Pride title. “We are committed to leveraging this momentum to elevate further women’s sports in our region, where the fan enthusiasm is undeniable. We are also excited about future opportunities, such as supporting the U.S. bid to host the 2031 FIFA Women’s World Cup, which will be pivotal in growing the game.”

The NBA is hoping to get a piece of the Caitlin Clark Effect.

The 2025 NBA All-Star weekend, which will be held at the Chase Center in San Francisco on Feb. 14–16, is expected to feature a revamped version of last year’s NBA vs. WNBA three-point challenge between Steph Curry and Sabrina Ionescu—and this one could include Clark and Mavericks wing Klay Thompson, according to ESPN. 

Last year’s All-Star Saturday night drew 4.57 million viewers, up 31% from the previous year, the least-watched iteration of the event, and up 8% versus 2022. Viewership peaked at 5.4 million during the 10 to 10:15 p.m. ET window, when Curry and Ionescu battled.

Based on recent history, bringing in Clark should boost the ratings once again—and perhaps have a multiplier effect as she has a viewership pull that very few athletes can match at this point in time. Clark drove nearly 19 million to watch the 2024 NCAA women’s basketball championship between Iowa and South Carolina and helped the WNBA set regular-season viewership records during her rookie season.

Clark did not participate in the WNBA’s three-point contest in July, even though she was present during the weekend in Phoenix because she was named an All-Star. She said she wanted to “rest” after going immediately to the WNBA from college. But it didn’t help the WNBA’s pitch that the prize for the winner of the league’s All-Star exhibition events was just $2,575—until sponsor Aflac came in late and added $50,000.

It’s unclear what the NBA would offer to Clark for her participation.

The NBA still owns a reported 60% of the WNBA. The WNBA’s historic $2.2 billion media-rights deal is part of the NBA’s $77 billion deal with ESPN, NBCUniversal, and Amazon, with the value of the WNBA’s portion determined by the NBA and WNBA, in consultation with Endeavor.

NBA All-Star Changes

The NBA is also looking to make changes to the format of the All-Star Game on Feb. 16 as the league continues to search for a way to make it more competitive. 

According to ESPN, the contest will have a four-team, tournament-style format with two semifinal games of up to 40 points and a championship game of up to 25 points. The idea is that the low-scoring, pickup-style format can change the game’s tenor.

The 2024 NBA All-Star Game reverted to the East vs. West format last used in 2017. Commissioner Adam Silver hoped the players would take the game more seriously, but little defense was played as the teams combined for 397 points, the most in the game’s history. The game averaged 5.4 million viewers, up 17.6% versus the previous year, but it was still the second-least-watched All-Star Game in history.

Saudi Arabia’s disruption of major European soccer could return to the spotlight as Liverpool star Mohamed Salah grows more frustrated with his expiring contract at the Premier League club.

Liverpool now has a sizable eight-point lead over three-time defending EPL champions Manchester City, with Salah’s 10 goals through 12 matches second to only Man City’s Erling Haaland (12). Salah scored two goals in Sunday’s 3–2 win over Southampton, but the striker, 32, expressed his contract frustrations to reporters after the match.

“We’re almost in December; I haven’t received any offer to stay at the club,” said Salah, who is in the final season of a three-year, $54 million deal. “So, probably, I’m more out than in.”

Last year, Liverpool turned down a nearly $190 million offer for Salah from Saudi Pro League club Al-Ittihad. That would have added to a nearly $1 billion spending spree from Saudi clubs during the 2023 summer transfer window, as big names like Neymar jumped from Europe to the Middle East as part of nine-figure deals.

And while reports indicate the SPL is still interested in landing the Liverpool star, Salah is keeping his cards on that possibility close to his chest. 

“I don’t want to speak about that,” he said with a smirk Sunday when asked about playing in Saudi Arabia. “I’m focused with the team now. We’ll see.”

Liverpool is owned by Fenway Sports Group, the U.S.-based parent company of MLB’s Red Sox and the NHL’s Penguins, among other sporting assets. Last September, FSG sold a $200 million stake in the soccer club to New York–based private equity firm Dynasty Equity.

When asked whether he was disappointed about not receiving an offer yet from Liverpool, Salah said, “Of course, yeah.” But whether it’s Liverpool, Saudi Arabia, or elsewhere, expect Salah to keep playing. “I’m not going to retire soon,” he said.