Steve Malik, Chairperson & Owner, North Carolina Courage

In an interview with Invest:, Steve Malik, chairperson and owner of the North Carolina Courage, discussed the growth of women’s soccer, the club’s youth development ecosystem, and the economic impact of sports across the Triangle. “Fortunately, attendance has grown so much that now the average attendance in our league is greater than our capacity,” Malik said.

How do you assess the current trajectory of professional soccer in the United States?

There is a big tailwind coming out of the World Cup. The last time the men’s World Cup was hosted here, the country experienced a huge uptick in fandom.

For women’s soccer, there is a groundswell of change globally around interest, investment, and opportunity. It is amazing not only on the field but also in front offices and in the way young fans are consuming media. Those are all positive changes that continue to gain momentum, and we are thrilled to be in the middle of it.

What is especially encouraging is that this movement is global. There is a massive shift in attitudes, investments, and opportunities for women. It goes beyond sports. When young people see women receiving the same respect that men have traditionally received, it is motivating for young women and teaches respect to young men as well.

As women’s sports continue to grow, what is driving that growth, and how is the North Carolina Courage positioned to capitalize?

A couple of key moments helped set this success in motion. One was the U.S. women’s national team’s push for equal pay. Before that, Title IX created the foundation by requiring investment in women’s sports.

We are also fortunate to be located near Chapel Hill, which played a major role in establishing women’s soccer through the success of Mia Hamm, Anson Dorrance, and the University of North Carolina program.

The pandemic also had a significant impact. We were the first league to return to play, and people tuned in. Women’s soccer received greater television exposure, and when audiences had the opportunity to watch, it started making a real difference.
That increased engagement is showing up across the business. Courage merchandise sales rose 45% year over year from January through July 2026, driven by a 90% increase in online sales, 22% growth in orders, and 20% growth in new customers.

We have been fortunate to succeed both on the field and in filling our stadium. It is also exciting to see the rest of the country and the world making substantial investments. Long-term sustainability depends on infrastructure. Having the right facilities is what ultimately drives revenue and growth.

Which investments are most critical today for building sustainability and creating successful professional sports organizations on and off the field?

When I first bought the club, there were league limitations around areas such as housing and childcare. Today, our league is helping demonstrate how women’s sports can be supported through higher standards, including maternity leave, insurance, nutrition, recovery, and player support systems.

Those investments are essential because they allow players to be safe and perform at their highest level. They are also necessary if the United States wants to remain among the best in the world while the rest of the globe continues to invest.

A major priority is having a dedicated training center that gives players everything they need to succeed. From a financial perspective, the most important asset is a home stadium.

Fortunately, attendance has grown so much that now the average attendance in our league is greater than our capacity. That growth is also reflected commercially. Corporate partnership revenue increased 98% from 2023 to 2026, while the average partnership deal size rose 141%. That creates challenges, but it is a positive challenge for our league and for the continued growth of women’s soccer. For the Courage, attendance has grown for three consecutive seasons and is up 75% since 2023, including a 20% increase in 2025 alone. That creates challenges, but it is a positive challenge for our league and for the continued growth of women’s soccer.

How do youth development programs and pathways from youth soccer to the professional ranks contribute to long-term growth for the sport and the region?

We have the largest youth club in the country and a global reputation for developing talent. We have invested heavily in youth facilities, which also generate tourism and create a positive economic cycle within our community.

We have world-class coaches, more than 280 fields, and a 50-year history of developing players. Many families relocate here because they want their children to play at the highest levels of the game.

Soccer has become part of the fabric of our community. We currently have nearly 20,000 children in the club and more than 30,000 parents involved. The recreational and educational levels form the top of the funnel, while we continue investing in elite development opportunities at every age group.

That investment has paid off. We have developed homegrown players who have become national team players and stars. Unlike larger markets, we have built our success primarily through development. We have won more trophies than any other team in our league by developing players, and that commitment remains central to our long-term strategy.

Because of that reputation, many of the world’s top players want to come here. We have invested in the resources and environment that allow athletes to reach their full potential.

Having a professional team in the community also matters. Young players can watch professionals up close, learn from them, and connect their own development to the highest levels of the sport. That creates a positive cycle throughout the entire soccer pyramid, from professional players all the way to children just beginning to play the game.

Looking ahead, what are your top priorities for North Carolina Courage, and how do you see soccer contributing to the economic and cultural future of the Triangle?

The Triangle continues to attract new residents, and people bring their passions and expectations with them. As the region grows, we need to continue investing in sports infrastructure, so we remain an attractive place to live and work.

Women’s sports in particular are highly valued right now. They serve an important audience, strengthen communities, and represent a strong brand for a region.

Our plans include a mixed-use development that would create a complete game-day experience with restaurants, entertainment, and other amenities. We are looking forward to advancing those plans and becoming an even larger contributor to the region over the next decade.

What impact does soccer have on the region and its community?

The economic impact of sports is enormous. Youth tournaments alone generate significant hotel stays and tourism spending throughout the region.

Soccer is unique because it is accessible to so many families. We want to continue supporting every level of the soccer ecosystem, and the economic impact is substantial. We account for about 15% of the tourism dollars that come into the area, and that is something we want to maintain and expand.
That community role extends beyond game days. In 2026, Courage grassroots and community initiatives engaged nearly 9,000 people across the Triangle through 10 school partnerships and more than 25 community organizations. The club also invested more than $34,000 and distributed more than 6,300 tickets back into local communities.

The players themselves are also incredibly inspiring. They are pioneers who understand the role they are playing in advancing the sport. What makes the game especially special is its international nature. We have players from Brazil, Canada, England, Germany, Japan, Nigeria, Norway, Sweden, and the United States all coming together on one team. Their stories and experiences are inspiring for fans and young athletes alike.

If she can see her, she can be her.