NWSL expands global reach with new international media rights deals

The GIST: On Friday, the NWSL kicked off its 2025 season by allowing more global access than ever thanks to new media rights deals. The league expanded its international reach through ESPN while also signing media rights packages to networks in Europe, Latin America, Asia, and Australia. Through this, NWSL content will now reach more than 130 countries.

• The move not only highlights a growing global interest in women’s soccer, but also illustrates how the NWSL is trying to reach international markets first and establish itself as the premier women’s soccer league around the world.

The rights: Represented by Endeavor’s IMG, the NWSL signed a deal with ESPN to exclusively air key matches across Latin America and the Caribbean, as well as the Netherlands and Sub-Saharan Africa. Disney+ Nordics will also air two weekly games, while Australia’s Optus Sports scored exclusive rights to all NWSL matches.

• Networks in the UK, Canada, Brazil, Latin America, and the United Arab Emirates will also exclusively air key matchups, while all non-exclusive matches will be available on free DTC service NWSL+. All of these channels will also offer coverage of the 2025 NWSL playoffs.

The strategy: The NWSL is looking to become a truly global league like the NBA and EPL, which boast worldwide fandom perpetuated through global media rights. With the league’s history of recruiting top international talent, the NWSL has the capability to grow fandom in different countries, like the NBA’s Nikola Jokic has done in his native Serbia.

• Market research firm TGM Research found that 49% of women respondents around the world are interested in women’s football, with Africa seeing the highest levels of interest, followed by Asia. And since 83% of these women watch soccer on traditional broadcast networks, it’s key the NWSL expands beyond NWSL+ to reach fans where they are.

Zooming out: While the NWSL may be competing with top women’s soccer leagues like the WSL for talent, it was able to gain this breadth of international market access first, giving it a head start in winning over fans worldwide. That also means the NWSL has the edge when it comes to scoring global partners, which could help it gain even more favor with fans abroad. On a world tour.