Women's Pro Soccer, Take Two

Tonya Antonucci apologizes for the frog in her throat even before the interview begins. "I hope I'm awake," she says. Rightfully so, because it's 6:30 a.m. her time when our interview on the Women's Pro Soccer league begins.

But Antonucci knows how important it is to get the word out about the new WPS, now about halfway through its inaugural season. So it's the league commissioner herself, not a PR person or communications director, who puts the pot of coffee on early to extol the virtues of the new league.

And it is a NEW league, she reminds you, not a re-launch of the dearly departed WUSA, the outgrowth of the good feelings from the women's World Cup and Olympic titles. With stars like Mia Hamm and the like, how could the league not make it? Well, it didn't—and the WPS promises to learn from that history so it will not be doomed to repeat it—even though Mia is the "Jerry West" action silhouette in the WPS logo.

"First of all, it's a different business model," said Antonucci. "We want to grow (from seven teams), but we want it to be controlled growth. We play in smaller venues, in soccer-only stadiums, if possible. And we have a better handle on expenses with player salaries."

Always a good strategy in the middle of a recession, which, let's face it, wouldn't seem to be the ideal time to start a new league. But Antonucci, who has a solid background in soccer as a player at Stanford and in sports through, among others, Yahoo Sports, was drawn to the league through her former Cardinal teammate, Julie Foudy.

"Julie of course was active in the WUSA, so when it folded, she was looking for opportunities to have another professional league. She asked me to get involved, and she was able to help open doors to sponsors and other league partners to get us ready for launch."

So far Antonucci has stuck with the "steady as she goes" model: The eighth team, Philadelphia, will be added in 2010, along with Atlanta, the ninth. MLS teams are courted as important marketing partners. And youth soccer, while continuing to be an important fan base, won't be the only fan base.

"We want to make sure when people come to our games, young adults, parents, whomever, they come because they want to see world-class soccer," said Antonucci. "We think we went a long way toward that goal when we signed (Brazilian superstar) Marta to the league."

Add the still-familiar U.S. stars like Heather Mitts, Brandi Chastain, and Kristine Lilly to the mix, and Antonucci feels she has the right combination to make sure this version of women's professional soccer sticks around—because, for Antonucci, it's never too early to talk soccer.