Getting the bread

The GIST: The PWHL just keeps winning. This week, the women’s hockey league signed the Women’s Sports Network (WSN) as its first U.S. national broadcast partner and brought on two financial services companies — Bread Financial and Discover. Literally getting this bread.

The details: These inaugural partnerships follow a similar format: Discover’s logo will feature on PWHL Minnesota helmets, while Bread Financial’s will adorn PWHL New York’s lids. Both deals include in-arena signage and promotions across the league’s three U.S. teams in Minnesota, Boston, and New York.

• Adding to the similarities, both companies secured PWHL broadcast activations with digital integrations, but they differ when it comes to social media. Discover will produce mini mic content to showcase player personalities, while Bread will sponsor a “Save of the Game” highlight segment.

The history: Discover has been a player in pro women’s hockey before, namely through its ties to the PHF, a PWHL predecessor. After becoming the org’s official credit card sponsor in 2021, Discover extended its partnership into the 2022-23 season to become the PHF’s helmet sponsor and the first broadcast presenting partner of PHF games on ESPN+.

• While Bread Financial has primarily teamed up with men’s sports in the past, it has demonstrated an interest in cultivating women’s hockey fandom. Through its partnership with the NHL’s Columbus Blue Jackets, the company introduced the Hockey For Her program last year.

The trend: While Canadian sponsors bought into the PWHL early on, U.S. sponsorship has been expanding since the league’s January puck drop. The WSN deal signifies a growing U.S. commitment as the first American national broadcasting partner for the PWHL, but is still behind Canada’s deals with three linear television networks.

Zooming out: The PWHL is unique because its ecosystem is responding in real time. After garnering record attendance, teams are leveling up to bigger arenas and sponsors are jumping in mid-season after seeing instant ROI. It’s a date.

The GIST: After joining forces with the Women’s Championship (WC) and reorganizing under NewCo, the Women’s Super League (WSL) is taking the next big step toward getting paid. Following in the footsteps of FIFA and the NWSL, the WSL is negotiating to have every game shown live in the UK next season. Ledge.

The context: NewCo is the organization overseeing and managing both the WSL and WC, the top two tiers of UK women’s soccer. These entities were previously controlled by England’s Football Association (FA) — which endeavored to see NewCo become independent with financial help from the FA and EPL.

The plan: Domestic rights for all 132 matches will be available, with 56 games being sold exclusively as the WSL aims for a new deal worth at least $18.8M annually. Matches are being proposed for weekend afternoons, but the WSL is restricted by the 3 p.m. blackout rule that forbids football from airing then to encourage game attendance and grassroots participation.

• Advocates argue women’s soccer should be exempt as it would make the perfect dedicated time slot for WSL games, but the English Premier League and English Football League are joined at the hip on this one.

The interest: Even though UK women’s soccer is growing, TV channels aren’t yet interested in paying a premium price. According to the Daily Mail, broadcaster Sky Sports has argued that the WSL’s value hasn’t grown enough to justify its asking price, but is still predicted to bid for WSL rights.

• The BBC is also expected to continue showing games free-to-air (FTA), but newcomers like TNT Sports and DAZN could be in the mix for a rights deal. DAZN, which recently committed to making its UK women’s soccer FTA, would represent quite the ally for the league.

Zooming out: The WSL knows its worth and wants to cash in on improved media rights, à la the NWSL. NewCo has the opportunity to position itself to get what it deserves — the 3 p.m. time slot, getting paid more to broadcast every game, and networks committed to improving women’s soccer. They want it that way.