By Beth Schnitzer—
Summer’s Next Act
As one unforgettable summer sports chapter came to a close, another was already beginning. From experiencing FIFA with my nephew in a full-circle moment to the excitement surrounding LA28 and the continued rise of women’s professional sports, the momentum hasn’t slowed.
While the FIFA World Cup unfolded throughout June and July, my evenings quickly settled into a familiar routine. I’d catch scores throughout the day, then spend the night watching as many matches as possible as the world’s best national teams competed on soccer’s biggest stage.
What struck me most wasn’t only the action on the pitch, but the spirit surrounding the tournament. Fans proudly wore their countries’ colors, gathered at watch parties, and celebrated together. My brother Steven, who owns a restaurant in Provincetown, Massachusetts, sent me photos and videos of packed crowds cheering on their favorite teams. He even reported that they ran out of beer—just like Boston! It was a reminder that the World Cup isn’t simply watched; it’s experienced.
The tournament captivated millions across the country, culminating in Spain’s dramatic extra-time victory over Argentina. According to Front Office Sports, the final averaged 66.4 million viewers across Fox and Telemundo—the largest U.S. television audience ever for a soccer match and the biggest television audience since Super Bowl LX.
Even friends who don’t typically follow sports were drawn in and captivated. One of my favorite stories was Norway. At venue after venue, fans joined the team’s signature rowing celebration, while superstar striker Erling Haaland became a fan favorite far beyond his own country. Social media overflowed with Haaland songs, memes, and videos. One sentiment appeared again and again: “Norway may not have won the World Cup, but they won the world’s hearts.”
I couldn’t agree more. They brought joy, personality, and a sense of fun that seemed to make the whole world smile, including me.
For six remarkable weeks, people across cultures and continents came together to cheer, celebrate, and connect. Beyond the goals were stories of resilience, sportsmanship, and passionate fans. The tournament offered that rare “one world” feeling and once again demonstrated the extraordinary ability of sports to unite us.
A Full-Circle FIFA Moment
When Team USA won its group and advanced to the knockout round, I couldn’t have been more thrilled. Months earlier, I had purchased tickets at a fundraising event, long before anyone knew which teams would play in the match. Friends suggested that I sell them once their value became clear. My answer was immediate: Absolutely not.
I knew it would become one of those unforgettable sporting moments, and I wanted to share it with someone very special. My nephew Justin flew from New York City to experience it with me. The atmosphere inside San Francisco Bay Area Stadium was electric. Thousands of fans dressed in red, white, and blue and celebrated every save, goal, and chant of “U-S-A!”
For me, the experience carried even deeper meaning. Thirty-two years ago, I worked on the 1994 FIFA World Cup in Los Angeles. I attended Team USA’s historic victory over Colombia at the Rose Bowl and later watched the United States face Brazil at Stanford Stadium.
To return more than three decades later and watch Team USA advance with Justin by my side was both emotional and deeply rewarding. Sports connect generations and create lifelong memories that become much bigger than the final score. From the Rose Bowl and Stanford Stadium in 1994 to San Francisco Bay Area Stadium in 2026, my World Cup journey came full circle.
As Spain lifted the trophy and confetti rained down, the sports calendar was already turning the page.
The Next Global Stage
With the World Cup complete, excitement is already building for another unforgettable international sports experience: the Los Angeles 2028 Olympic and Paralympic Games.
Volunteer applications officially opened July 14, giving people the chance to welcome the world to Southern California. Over the years, many friends have been Olympic volunteers who describe the experience as one of the most rewarding of their lives—creating lifelong friendships while contributing to an event they will never forget.
Spectators should also mark their calendars. The next round of ticket notifications is expected August 6–7, followed by the second ticket purchase window from August 10–20. With Los Angeles only a short trip away, LA28 gives Bay Area fans another opportunity to become part of Olympic history.
Pride Takes Center Court
The Golden State Valkyries continued creating history of their own when they hosted their second annual Pride Night against the Atlanta Dream—and what an amazing celebration it was.
Thrive City came alive with drag performances, DJs, community organizations, fan giveaways and activities: from caricature artists and bracelet making to glitter, hair braiding, and more. Inside Chase Center, DJ LadyRyan and DJ Dyop delivered an electrifying halftime performance, while 18,064 fans received Pride-themed Valkyries drawstring bags.
I also spent time at the Golden State Shop with Ashlie Grilz, Director of Partnerships for Peau de Loup, the queer-owned Vancouver company behind the Valkyries Pride collection. Founded in 2012, Peau de Loup designs and manufactures gender-free clothing to help people feel comfortable and confident in what they wear.
The collection incorporates the Valkyries’ signature violet and the full color spectrum, with pieces designed to be worn, not only to games, but also in everyday life. I especially loved the custom bandana featuring San Francisco landmarks. Many pieces have already sold out—another sign that fans are embracing clothing that allows them to feel seen and represented.
Bay Area Women’s Sports Continue to Grow
The momentum behind women’s sports continues across the Bay Area with two exciting identity announcements.
The Women’s Professional Baseball League (WPBL) officially unveiled the San Francisco Firebells as the name of the region’s newest baseball franchise. Inspired by San Francisco trailblazer Lillie Hitchcock Coit—better known as “Firebelle”—the name celebrates one of the city’s earliest female volunteer firefighters, whose fearless spirit challenged conventions long before women’s professional sports were a reality.
I love that every Women’s Professional Baseball League team is named after a pioneering woman, honoring those who helped break barriers both on and off the field. As Commissioner Justine Siegal noted, these names represent the grit, audacity, and excellence today’s athletes will bring to the game.
The Firebells will open their inaugural season on August 2, 2026, against the Boston Hunters in Springfield, Illinois.
Women’s volleyball is also making its mark. League One Volleyball (LOVB) announced that the Bay Area franchise will be known as the San Francisco Signal, a name selected after thousands of fan submissions. Team President/Co-Founder Stephanie Martin said the name reflects the Bay Area’s optimism, ambition, and momentum, symbolizing how a single spark grows stronger as a community embraces it.
Between the Valkyries, Firebells, and Signal, it’s exciting to watch the Bay Area continue establishing itself as one of the country’s premier markets for women’s professional sports. The momentum is real—and it’s only getting stronger.
Another World Cup Awaits
The global soccer story is far from over. From June 24 through July 25, 2027, Brazil will host the first FIFA Women’s World Cup ever staged in South America. Thirty-two teams will compete, with defending champion Spain and the four-time champion U.S. Women’s National Team expected to be among the leading contenders.
For the first time, every match will stream exclusively on Netflix in the United States and Canada in English and Spanish—a landmark agreement that could bring women’s soccer to an even broader audience.
And, next month, I’ll turn my attention to another global sport gaining momentum in the Bay Area: Major League Cricket.
Signing off from the Bay, where passion meets the play.
Beth Schnitzer is the Co-Founder and President of Spritz and the former President of WISE (Women in Sports and Events).
Beth’s Bay Area Sports Beat
Published on July 30, 2026
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