“Transforming Spaces” is a captivating series spotlighting women who are driving change in unexpected realms. Y. Michele Kang certainly did not anticipate finding herself in this position. As the accomplished founder and CEO of Cognosante, a healthcare technology company, she had established herself as a highly successful businesswoman. At this stage in her career, she envisioned dedicating more time to her philanthropic endeavors. However, her path took an unexpected turn, leading her to become a remarkable force within the realm of professional women’s soccer.
Ms. Kang confessed, “I have never been as passionate about anything as I am now about women’s soccer.” In March 2022, she made history by acquiring the Washington Spirit, becoming the first woman of color to own a controlling stake in a National Women’s Soccer League (NWSL) team. This purchase followed a heated battle in which players and fans rallied for Steve Baldwin, the former CEO, to sell the team to Ms. Kang due to allegations of abuse against the team’s former coach. Just a year later, Ms. Kang is poised to break yet another barrier as the first woman to own and lead a multi-team soccer organization, encompassing both the Spirit and French club Olympique Lyonnais. The anticipated all-stock deal, set to close in late June, will establish a new independent entity with Ms. Kang as the majority owner. She is already contemplating the addition of more teams from around the globe.
As Ms. Kang’s prominence rises, concerns persist about her ability to effect change in a league and sport marred by rampant abuse and insufficient player protection. Long-standing trust in NWSL coaches and staff has been shaken. Who turned a blind eye to the abuse? How does one rebuild a culture from scratch? Ms. Kang’s response involves equal parts investment and trust. She recognizes the “horrific situation” endured by players and staff, referencing abuse allegations and the toxic workplace culture fostered by the team’s former coach, and is determined to tackle these issues head-on. Despite not wanting to solely rely on her identity as a woman and person of color, Ms. Kang acknowledges the value of trust, comfort, and familiarity in fostering an environment where players feel safe discussing any concerns with her. While reflecting on her remarkable achievements – purchasing an NWSL team, forming a multi-team organization, and striving to transform women’s soccer culture – Ms. Kang humbly admits that these were not part of a grand plan. A few years ago, she possessed minimal knowledge about the sport. In fact, her friends playfully accused her of not knowing Lionel Messi, one of the world’s most renowned players. Her witty retort? “Well, I did know who Pelé was.”
Ms. Kang’s journey began in Seoul, where she grew up in a household that prioritized education. Her mother demanded excellence, and her father constantly instilled the sentiment that there was no limit to what she could achieve as a woman. These were empowering words, particularly in 1960s South Korea where such beliefs were rare. As Ms. Kang pursued business and economics studies in Seoul, she realized her ambitions extended beyond her home country. The epicenter of the business world lay in America, so with her parents’ eventual blessing, she embarked on a bold move as a young single Korean woman. She obtained an economics degree from the University of Chicago before earning a master’s degree from the prestigious Yale School of Management. Thus, she embarked not on a mere five-year plan, but a 30-year plan, with the ultimate goal of becoming the CEO of a major corporation. Her work kept her in constant motion, with Ms. Kang estimating that she moved between 20 and 30 times.
During the 2008 recession, when she expected to join a major company, Ms. Kang chose a different path and founded her own. Cognosante, now a multimillion-dollar company, began humbly in a room above her Washington, D.C., garage. She believed that this successful venture would mark the pinnacle of her business career. However, in 2019, after the U.S. women’s national team won the World Cup, Ms. Kang received an invitation to join the Spirit’s ownership group. At the time, she had limited knowledge of soccer and still had to oversee her own company. Nevertheless, her curiosity propelled her to spend six months immersing herself in the world of the team’s owners and players. Considering the mentorship she was already involved in, Ms. Kang saw the potential for impacting lives through soccer and decided to seize this opportunity.
Late in 2020, she officially became part of the Spirit’s ownership group, stepping into a league and team on the brink of a public reckoning and unprecedented upheaval. In spring 2021, Ms. Kang learned of ongoing allegations of verbal and emotional abuse by Richie Burke, the team’s former head coach. Multiple individuals approached her with their concerns, leading to Mr. Burke’s dismissal from the team in September 2021. These accusations were extensively documented and caused many employees to exit due to the toxic work environment. Simultaneously, Ms. Kang faced the challenge of acquiring majority control of the team, as players and fans demanded the departure of then-CEO Mr. Baldwin and the transfer of ownership to her. However, the transition of power was far from easy. Spirit players unequivocally expressed their trust in Ms. Kang, stating in a letter to Mr. Baldwin, “She continuously puts players’ needs and interests first. She listens. She believes that this can be a profitable business, and you have always said you intended to hand the team over to female ownership. That moment is now.” Finally, on March 30, 2022, the sale of the Spirit was completed.
In the summer of 2020, a diverse group of owners, including actors Natalie Portman and Eva Longoria, soccer legend Mia Hamm, and tennis great Serena Williams, announced the establishment of Angel City F.C., an all-women soccer team based in Los Angeles. The team made its debut in 2022 alongside another expansion club, the San Diego Wave. In 2021, the league also welcomed Racing Louisville F.C., and the assets of the Utah Royals were relocated to create a new franchise in Kansas City, known as the Current. The Utah Royals will rejoin the NWSL in the 2024 season, alongside another expansion team, Bay F.C. The league, now in its 11th season, is already considering further expansion.
Ms. Kang finds it astonishing, if not frustrating, that some fail to recognize the value of a women’s professional soccer league or to invest adequately. She gives credit to those who steadfastly supported the teams but believes that the NWSL was viewed more as a charitable or nonprofit endeavor, lacking sound business practices. Natalie L. Smith, an associate professor of sport management at East Tennessee State University specializing in women’s soccer, perceives Ms. Kang’s approach as a testament to the league’s legitimacy. While Angel City garners credibility through its celebrity owners, Mr. Kang demonstrates the worth of business investment, sending a message to potential investors.
These developments arise during two pivotal transitions in the world of soccer, according to Stefan Szymanski, an economist at the University of Michigan and co-author of “Soccernomics.” The first transformation is the long-overdue rise of women’s soccer, which is rapidly gaining momentum. The second involves the changing landscape of soccer ownership and club management worldwide. Ms. Kang, who will celebrate her 64th birthday this month, now speaks like a student of the game. She eagerly listens and learns, navigating the intricacies of team ownership, which, in her current perspective, appear less complex than previously supposed. This quality has undoubtedly contributed to her extraordinary success.
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