The National Women's Soccer League

Commissioner Job

When Baird heard that the commissioner job was with the NWSL, the opportunity intrigued her. She wondered what it would be like to lead a women's soccer league after the momentum and attention generated by the 2019 World Cup, especially by USWNT players like Megan Rapinoe, Alex Morgan, and Rose Lavelle who became superstars while winning the tournament. She liked the entrepreneurial spirit of women's professional soccer, its ability to resurrect and reinvent itself, and its scrappiness. She had dealt with U.S. Soccer quite a bit during her time with the USOPC and knew quite a few individuals involved in women's soccer". And understanding why there wasn't a large, committed following for professional women's soccer had indeed been a puzzle.

Baird went through two interviews with the NWSL search committee which included three owners before the last and most consequential interview with the full NWSL Board of Governors. In this interview, she was asked to prepare and present a case study. The board, made up of a senior member of each ownership group, wanted to know how she would grow the league. In a large, conference room at a New York City hotel in late January 2020, in front of a group of 15, Baird emphasized that growth would come by building out traditional and new revenue streams including sponsorships, media and licensing. (While Baird heard rumors that the league had signed broadcast and streaming deals with CBS and Twitch, she did not know any details). She also acknowledged that growing revenue would require a much bigger staff.

Remembering her presentation, Baird said that it was challenging to put together her vision because she didn't have a clear understanding of what the league's P&L looked like. Whisler, however, had a vision for what the commissioner should bring to the job. He believed the next NWSL commissioner "needed to be able to look around corners and know that maybe we're not aiming for what the men's leagues are. Maybe we're aiming for something else that's not yet been done, that is unique to women, and the way they connect with sports". From her perspective, Baird wanted the NWSL to be a power player in international soccer, to influence the game and the game's growth as the world's premier professional league for women

From its perspective, the board came away impressed by Baird's multi-faceted career, working with global businesses, professional sports leagues and team owners, non-profits, and NGOs. She brought deep knowledge of marketing, an ability to build media and sponsor relationships, and a global business network, both inside and outside of the sports industry. The board believed that Baird would not be bullied or swayed by any one individual. During her last interview, she moved the room by, in her words, showing an ability to listen, take in information, direct a conversation, and reach consensus with a group of 15. But Baird acknowledged there was more to it and said, "They've got to check a lot of boxes. Can I be a public face of the league? Do I have the values that they want for women's sports? Am I passionate and authentic about the sport? Do they want someone with experience running a league?"