Sep 3, 2025
Asheville, N.C. - September 3, 2025 - Today, the National Women’s Soccer League Players Association (NWSLPA) announces the appointment of Maura Everett as its new Director of Commercial Affairs.
Based in Boston, Everett will lead the Players Association’s commercial strategy, focusing on new initiatives, strengthening sponsorships, and raising the visibility of NWSL Players and their stories.
Everett brings more than 20 years of experience in women’s sports strategy and investment management, blending a background in finance with deep expertise in brand partnerships and athlete representation.
At PUMA, she served on the global brand team and was responsible for the company’s women’s sports strategy, partnering with elite athletes and driving campaigns that elevated women’s sports worldwide. Before that, she was Vice President of Institutional Marketing at BNY Asset Management, where she launched initiatives such as Women in Investing and oversaw major sponsorships with organizations including the San Francisco 49ers, the Head of the Charles, and the Oxford/Cambridge Boat Race.
Most recently, Everett advised SharkNinja and Deep Blue Sports & Entertainment, consulting on sponsorship strategy, athlete storytelling, digital-first activations, and media collaborations.
“The visibility and value of women’s sports is at an all-time high - and Players deserve to be at the center of that growth, ” said Meghann Burke, NWSLPA Executive Director. “Maura’s track record in building authentic partnerships and elevating women athletes makes her an invaluable addition to our team as we continue to expand the commercial opportunities available to our members.”
“I’m honored to join the NWSLPA and play a role in building campaigns that
showcase the talent, leadership, and impact of NWSL Players, ” said Maura Everett, NWSLPA Director of Commercial Affairs. “I believe in the power of athletes’ stories to inspire fans and drive meaningful connections with brands - and I look forward to championing those stories on behalf of the NWSLPA members."
With Everett’s appointment, the NWSLPA strengthens its role as both a collective bargaining representative and a commercial partner, positioning Players at the forefront of women’s sports growth.
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