Mikaela Shiffrin Wins Women’s Sports with a Historic Investment: From Slopes to Soccer

From the Alps to the Pitch: A Landmark Move for Women’s Sports

When two-time Olympic gold medalist and record-breaking alpine skier Mikaela Shiffrin announced her entry into the ownership ranks of the National Women’s Soccer League’s (NWSL) 16th franchise—the Denver expansion team—she made history on two fronts: as the most decorated winter athlete ever to invest in a professional women’s soccer club, and as a signal of the surging momentum behind women’s sports enterprise. Shiffrin’s decision to “dip [her] toes in the water” of women’s soccer marks a watershed moment in athlete-led investment, one that underscores the growing convergence between elite athletic achievement and strategic sports ownership .

A Storied Athletic Legacy

Born in Vail, Colorado, in 1995, Mikaela Shiffrin exploded onto the World Cup circuit at age 16 and quickly ascended to the summit of alpine skiing. To date, she has amassed 101 World Cup victories, eight world championship titles, and two Olympic gold medals, becoming the only athlete to win in all six alpine disciplines: slalom, giant slalom, super-G, downhill, alpine combined, and parallel combined . Her dominance on snow has earned her numerous accolades—including Time Magazine’s “100 Most Influential People” in 2023 and the ESPY Award for Best Athlete in Women’s Sports the same year—cementing her status as a global sports icon .

Shiffrin’s mechanical precision, steely mental fortitude, and relentless pursuit of excellence have translated to her philanthropic endeavors as well. Through the Share Winter Foundation and the Jeff Shiffrin Athlete Resiliency Fund—established in memory of her late father—she has championed climate action, mental health, and equitable access to sport for youth athletes across the U.S. . Her pivot to team ownership, however, represents her most direct endorsement yet of women’s professional athletics.

The Investment Details

On May 6, 2025, Denver NWSL officially welcomed Shiffrin to its ownership group alongside controlling owner Rob Cohen, former NBA superstar James Harden, ex-NFL quarterback Eli Manning, and actress Natalie Portman—among others . The club paid an $110 million expansion fee—the highest in league history—to secure its place as the 16th franchise, with play slated to begin in 2026 . While individual equity stakes have not been publicly disclosed, Shiffrin described herself as a “small-level investor,” emphasizing that her involvement is driven more by passion than by financial returns .

Denver NWSL’s launch comes on the heels of robust growth for the league: after welcoming both Boston Legacy FC and the Kansas City Current’s state-of-the-art CPKC Stadium in 2024, the NWSL is set to expand further—bringing its roster to 16 teams. Shiffrin’s participation embodies a new wave of cross-sport investment, positioning her alongside other high-profile athletes and celebrities who recognize both the cultural and commercial potential of women’s soccer .

Building Infrastructure: Stadiums and Facilities

A key element of Denver NWSL’s strategy is infrastructure development. The ownership group has unveiled plans for a 14,500-seat permanent stadium at Santa Fe Yards in downtown Denver, which would become only the second soccer-specific venue in the league after Kansas City’s facility . In the interim, a 12,000-seat modular stadium and high-performance training center will be constructed in Centennial, Colorado, in partnership with the Cherry Creek School District . These projects aim not only to provide a professional home for the team but also to foster year-round community engagement, youth development programs, and economic revitalization in the surrounding neighborhoods.

Shiffrin—who hails from one of the world’s premier ski communities—praised the public-private partnerships driving these initiatives: “To be part of bringing professional women’s soccer to Colorado…is not only an incredible investment opportunity, but it is both an honor and a joy,” she said. “The sport culture in Colorado is rich and deep, and—most notably—the growth of women’s sports is one of the most exciting movements in our culture today” .

Context: The Rise of Women’s Sports Investments

Shiffrin’s entry into team ownership aligns with a broader trend: venture capital and private equity funds, legacy brands, and star athletes have increasingly directed capital toward women’s sports. According to the Women’s Sports Foundation, investment in women’s professional leagues more than doubled between 2022 and 2024, fueled by landmark broadcasting deals and record-setting attendance figures . Project Level—co-founded by Ariel Investments Co-CEO Melody Hobson to back women’s sports franchises—has been instrumental in driving valuation growth, including controlling stakes in NWSL teams .

Moreover, athletes-turned-investors like Serena Williams (Angel City FC), Mia Hamm (üNight FC investor), and Lindsey Vonn (Utah Royals FC) have leveraged their platforms to advance gender equity, media visibility, and youth engagement in women’s sports . Shiffrin’s addition to this roster brings a winter sports perspective that broadens the narrative: it signals that investment opportunities in women’s athletics transcend single-sport silos, inviting a more unified ecosystem.

Potential Impact on the NWSL and Beyond

Shiffrin’s involvement holds significance on multiple levels. On the field, her investment is expected to enhance the Denver team’s marketability, attract sponsors, and accelerate fanbase growth in a region renowned for its sports loyalty . Off the field, her global reputation may open doors to international partnerships, cross-training exchanges between soccer and winter sports athletes, and philanthropic collaborations through her Share Winter Foundation.

Strategically, Shiffrin’s presence could inspire a new class of athlete-investors from non-soccer disciplines—skiers, swimmers, track stars—to view team ownership as a viable post-competition career path. As the NWSL pursues broadcast expansions with major networks and streaming platforms, the influx of high-profile owners may help negotiate more favorable media rights deals, thereby increasing revenue pools for players and clubs .

Expert Perspectives

Sports economist Dr. Laura Robinson notes, “Mikaela Shiffrin’s move is emblematic of a paradigm shift: athletes are no longer just brand ambassadors—they’re equity partners shaping the business models of professional leagues. Her cross-sport credibility amplifies the NWSL’s value proposition to investors and fans alike.” Similarly, youth soccer coach Amanda Castillo observes, “Seeing a champion like Shiffrin invest in a soccer team sends a powerful message to young girls: your athletic passion is marketable and celebrated at the highest levels” .

Challenges and Opportunities Ahead

Despite the optimism, challenges remain. The NWSL must address roster sustainability, navigate labor negotiations with the players’ union, and ensure that stadium projects stay on budget and on schedule. Economic headwinds—such as rising construction costs and sponsorship market fluctuations—could strain the timelines for the permanent stadium in Denver’s urban core .

Yet, these hurdles also present opportunities for innovation. The Denver group’s use of modular stadium technology—already proven by Major League Baseball’s temporary facilities—could offer a blueprint for other expansion teams seeking cost-effective, community-driven venues. Moreover, Shiffrin’s advocacy for mental health and environmental stewardship may influence the club’s corporate social responsibility initiatives, fostering alignment with sponsors who prioritize ESG (Environmental, Social, and Governance) criteria.

A New Era for Athlete-Investors

Mikaela Shiffrin’s transition from alpine slopes to soccer boardrooms exemplifies the evolving role of elite athletes: as influencers, philanthropists, and now, equity stakeholders. Her historic investment not only underscores the robust commercial potential of women’s sports but also celebrates the power of cross-disciplinary collaboration. As Denver NWSL gears up for its inaugural season in 2026, Shiffrin’s legacy off the snow promises to be as impactful as her record-breaking runs down the world’s steepest courses.

In an industry where visibility, capital, and vision intersect, Shiffrin’s venture into team ownership heralds a new chapter—one where the boundaries between sports blur in service of a unified goal: elevating women’s athletics to its rightful place on the global stage.