- 8-time skiing world champion becomes 4th celebrity investor in 2024 NWSL expansion
- Denver team will play in second NWSL-specific stadium by 2026
- Colorado sports partnerships aim to boost women's athletics revenue 40% by 2027
The Rocky Mountain sports landscape gains star power as alpine skiing record-holder Mikaela Shiffrin invests in Denver's National Women's Soccer League franchise. This marks the 28-year-old athlete's first major foray into professional sports ownership, joining NBA superstar James Harden and Oscar winner Natalie Portman in backing women's soccer franchises.
Colorado's new team becomes the league's 16th franchise following a $53 million expansion fee, with league executives projecting 12,000 average attendance for inaugural matches. The ownership group recently revealed blueprints for a 15,000-seat downtown venue that will feature augmented reality experiences for fans – a technological first for women's soccer facilities.
Denver's sports economy stands to gain $28 million annually from the franchise according to Metro State University analysts, with the stadium project creating 900 construction jobs. This follows Kansas City's successful 2023 season that saw 22% merchandise sales growth after opening their women-specific stadium.
The Colorado franchise will initially train at a temporary Centennial complex featuring three FIFA-regulation pitches and athlete recovery centers. Sports marketing experts note this infrastructure investment mirrors global trends, with European women's clubs seeing 65% sponsorship increases after stadium upgrades.
Shiffrin's involvement highlights Colorado's unique position in women's sports, home to 18 Olympic medalists since 2010. The skier emphasized community impact during Tuesday's announcement: This isn't just about soccer – it's about creating pathways for Colorado's next generation of female athletes.