Rhode Island stadium takes unique approach in targeting women’s sports events

One weekend this month, Centreville Bank Stadium in Rhode Island took center stage to make history with the Women’s Lacrosse League kicking off its first season of full-field play.

A week later, the soccer stadium on the banks of the Seekonk River welcomed Boston Legacy FC for the first in a seven-game stint in Pawtucket, Rhode Island.

The back-to-back women’s sports weekends represent an intentional strategy for the year-old venue, one that is creating space for women’s games and events while serving as home to the USL’s Rhode Island FC. Stadium management built it that way from the start, welcoming Women’s Elite Rugby in last May the day after the stadium opened.

“We’ve established ourselves as the place to be,” Paul Byrne, general manager of Centreville Bank Stadium, told me. “We still have some work to do, but we also established ourselves as a stadium that can host really big events.”

The venue’s early run offers a lesson to the market — those big events are women’s sports events.

Boston Legacy FC kicked off its run of games in front of 9,141 fans Saturday.

“One of the things that fans love about football soccer is the intimacy and the intensity of the experience, and you can get that at Centerville Bank Stadium,” Legacy CRO Amina Bulman told me last week.

Paul Rabil, co-founder and president of the WLL and Premier Lacrosse League, said they drew about 7,000 in attendance for five total games (four men’s and one women’s) there earlier this month, with the bulk of that during the women’s game May 16.

It served as a launch point of sorts for the league, which began play with a championship series last year in the sixes format that will be included in LA28. The WLL’s kickoff at Centreville Bank Stadium serves as the first in a 10-city tour this season.

“Rhode Island’s new venue ownership group was very cooperative and very excited about the future of the PLL and the WLL,” Rabil told me.

New England teamwork

While the nation’s smallest state doesn’t have a pro women’s sports team, Rabil said youth clubs in Massachusetts pushed for Rhode Island’s inclusion as a tour stop.

“This was a great opportunity for us to learn about the other side of New England,” he said.

That regional appeal certainly helped Legacy FC, which will play at Centreville Bank Stadium while the FIFA Men’s World Cup takes over its temporary home in Gillette Stadium.

Bulman said having a purpose-built soccer stadium that’s accessible via public transit in Boston made it an obvious fit for the club.

“In many ways, Centerville Bank Stadium is a much closer model for White Stadium, which will be our forever home,” she said.

Gillette Stadium has filled in as the team works with the city on Boston’s White Stadium, which is being renovated as part of a public-private partnership. While the NWSL expansion team set a then-record for an inaugural home opener with 30,207 at Gillette (one that would be quickly surpassed by the Denver Summit’s record 63,004 crowd), Centreville Bank Stadium is a better fit than a cavernous football venue.

Capable of holding 10,500 fans, Centreville Bank is close to what the Legacy will have with White Stadium’s planned 11,000 capacity.

Bulman said stadium leadership has been flexible to accommodate fan and sponsor activations and are working with the Legacy to work on joint social promotion and ticket packages with Rhode Island FC.

“Seeing us be back-to-back right after the WLL, it is very cool to me that they are extending that to women’s teams in particular,” she said. “You notice that as a tenant when a partner wants to go above and beyond, and it creates a good experience for you and your fans.”

That experience is one Byrne and the stadium leadership would love to see include a women’s pro team, and they’d like to work with an investor to bring in one from the Gainbridge Super League.

Until that happens, they’re very happy to continue their strategy of courting women’s sports teams.

“We’ve really hit a niche sweet spot for up-and-coming leagues,” Byrne said. “It is a unique subset that I do feel we’re a template now for future building throughout the country.”