“This is the beginning of our future,” remarked National Women’s Soccer League commissioner Jessica Berman at the time she announced a historic broadcasting deal worth $240 million. Having signed on November 9, 2023, it turned out to be one of the largest broadcast agreements ever secured by a women’s sports league. But from the looks of it, we don’t think Berman and Co. are going to stop anytime soon in further elevating the standards of NWSL.
Looks like the stakeholders of the American women’s domestic league are looking to add another deal. This report comes from the esteemed columns of Sports Business Journal, which states that talks are currently happening to get a fifth media rights package. It is being said that the NWSL is looking to get a two-year agreement. However, it will be beginning in 2026.
This comes out as quite surprising, considering they already have a remarkable deal in place. Four big media partners including CBS, ESPN, Prime Video, and Scripps Sports were brought together in a four-year deal that saw the NWSL pocket $60 million per season. In fact, this is currently the second year of this momentous deal following a successful coverage of all 118 league matches in the 2024 campaign.
The NWSL’s broadcast schedule initially kicked off with Friday night matches on Amazon Prime Video, followed by a Saturday night doubleheader on Scripps’ ION network. Additionally, select regular-season games were featured on the CBS Television Network and streamed live on Paramount+.
Meanwhile, ESPN secured a package of matches to air across its major channels—including ABC, ESPN, ESPN2, and ESPN Deportes—while also offering live streaming on ESPN+ in both English and Spanish.
Then again, only about 62% of games are covered under these deals. Meanwhile, the rest of the regular-season matches are being streamed on the league’s direct-to-consumer platform. Hence, it’s only natural for the Jessica Berman-led domestic tournament to devise more ways to make the broadcast more accessible.
Not to mention that next year, the league welcome two new expansion teams, Boston and Denver. That would mean that the NWSL, along with its media rights advisors WME and IMG—the very team that secured the league their current four-year contracts—would be required to cater to the extra number of matches—precisely, over 100.
As both the WME and IMG are leading these discussions, let’s see what pans out in NWSL’s favor. Speaking of which, why exactly does NWSL plan to pursue this new agreement, even though they have a remarkable one in their hands?
Why NWSL is looking to bag an extra deal?
One major reason for pursuing an additional deal for the National Women’s Soccer League is quite interesting yet surprising. Apparently, the decision stems from the fact that all four of their current media partners—ESPN, CBS, Prime Video, and Scripps Sports—have sold out their advertising slots for the season, as confirmed by multiple sources.
“You cannot find a place to spend right now,” IMG’s Hillary’s Mandel said at SBJ’s recent Business of Soccer event. “We know what’s motivating interest is the fact that there’s no place to invest. That’s a phenomenal story in such a short period of time.”
HARRISON, NJ – JUNE 19: A general view of the National Womens Soccer League logo on the scoreboard during the first half of the NWSL soccer game between NJ/NY Gotham FC and San Diego Wave FC on June 19, 2022 at Red Bull Arena in HArrison, NJ. Photo by Rich Graessle/Icon Sportswire SOCCER: JUN 19 NWSL – San Diego Wave FC at NJ/NY Gotham FC Icon2206193129
Speaking of the new package that the NWSL is eying, it will expect to feature Sunday night broadcasts. Of course, it will complement Prime Video’s Friday night and ION’s Saturday night coverage. Yet, nothing is concrete as discussions are currently underway with both existing and potential new media partners.
As for the next long-term media rights deal with the current ones, the NWSL and its advisors are expected to kick-off those negotiations in 2026. That will be taking effect in 2028. That’s because either party aims to capitalize on the momentum from the 2027 FIFA Women’s World Cup.
What are your thoughts on this? Let us know in the comments.
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