The North American Women’s Soccer League (NWSL) has announced new media rights deals in key markets, including the UK, Australia, and Canada. This comes as the league gears up for its 2025 regular season kickoff.
In the UK, TNT Sports will exclusively air two NWSL matches per week along with highlight packages. Optus Sport in Australia has secured exclusive rights to all NWSL matches and highlight packages. In Canada, sports channel TSN will provide coverage of one match per week exclusively with additional games distributed non-exclusively on TSN+.
These countries are witnessing a surge in popularity for women's soccer across various metrics. With these new deals facilitated by sports marketing agency IMG, NWSL is now broadcasted in over 130 countries.
Broadening reach to other markets
ESPN will exclusively air selected matches in Mexico, Central America, South America, Brazil, Caribbean nations as well as the Netherlands and Sub-Saharan Africa. Disney+ Nordics will stream two matches per week along with highlights packages across Denmark, Sweden, Norway Finland and Iceland.
Brazil's Canal GOAT and TV Azteca in Latin America have each secured exclusive rights to up to two matches per week plus highlights packages while Dubai TV will also cover two weekly games alongside highlights packages. All non-exclusive matches remain available outside of the US on the league’s streaming service - NWSL+. Launched at the start of 2024 season; this free direct-to-consumer service provides fans access to live matches replays other team content online and via streaming TV distributors like Apple TV Fire TV Roku TV according to Brian Gordon senior vice president of broadcast at NWSL.
Domestically more than 160 NWSL matches will air on national platforms this season including CBS ESPN Prime Video and Scripps-owned ION with the remaining games available for free on NWSL+.
Financial aspects of the deal
These networks are collectively paying $240 million over four seasons – amounting to $60 million annually. CBS retains the rights to the league’s season finale, a deal that began in 2024 and will run until the end of 2027.
NWSL, senior vice president of broadcast, Brian Gordon, said:
"The NWSL is home to an incredible roster of world-class talent, including many of the game's top international stars.
"As the global reach of our sport continues to expand, we remain committed to making our matches more accessible, connecting fans everywhere with their favorite teams and players."
The current year’s NWSL campaign runs through until October's end. Earlier this month, Elf Beauty was unveiled as a new commercial sponsor for the league. The Elf Cosmetics brand, part of the overall Elf empire, becomes NWSL’s first beauty partner, marking another milestone in its journey.
