In March 2019, 28 members of the USWNT filed a gender discrimination lawsuit against the U.S. Soccer Federation (USSF), alleging unequal pay, unequal working conditions, and unequal investment in women's soccer compared to men's soccer. The lawsuit highlighted specific examples of disparities in compensation, including differences in base pay, bonuses, per diems, and support for marketing and sponsorship opportunities.

In May 2020, the USWNT reached a partial settlement with the USSF, resolving some aspects of the gender discrimination lawsuit related to working conditions, travel, and accommodations. However, the dispute over equal pay remained unresolved, leading to continued negotiations, discussions, and legal proceedings between the USWNT players and the USSF.

Learn More: USA for Equal Pay 

Women's Olympic soccer teams and players have often struggled to secure lucrative sponsorship deals and endorsements compared to men's soccer, reflecting broader disparities and challenges facing women's sports. Female athletes have faced difficulties attracting major sponsors, securing endorsement deals, and accessing commercial opportunities that are comparable to those available to male athletes.

Female athletes in women's Olympic soccer have also faced challenges related to misrepresentation, stereotyping, and gender bias in sponsorship and marketing campaigns. Some sponsors and advertisers have perpetuated gender stereotypes, objectified female athletes, and marginalized women's sports by focusing on appearance, femininity, and traditional gender roles rather than highlighting the athletes' skills, achievements, and contributions to the sport.

Learn More: Sponsorship Disparity