NWSL Expands Global Reach with New Broadcast Deals

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NWSL TV rights deal
Image credit: NWSL website

The National Women’s Soccer League (NWSL) has announced a series of new international media partnerships, significantly expanding its global reach ahead of the 2025 season. With coverage spanning over 130 countries, the new deals ensure broader access to live matches and highlights across key international markets.

Expanded Coverage Across Continents

ESPN has secured exclusive rights in Mexico, Central America, South America, Brazil, the Caribbean, the Netherlands, and Sub-Saharan Africa.

Disney+ Nordics will provide live coverage of two matches per week along with highlight packages.

In the UK, TNT Sports will air two exclusive matches weekly, while Canadian broadcaster TSN will show one game per week, with additional matches available on TSN+.

Brazil’s Canal GOAT and Latin America’s TV Azteca will each carry up to two matches per week.

Meanwhile, Dubai TV has obtained exclusive broadcasting rights for two matches per week.

For Australian audiences, Optus Sport has acquired exclusive rights to all NWSL matches and highlight packages, ensuring full coverage for fans across the country.

Global Streaming and Accessibility

NWSL+ remains a key component of the league’s international streaming strategy. Launched in 2024, the free direct-to-consumer platform will continue to provide non-exclusive matches, highlights, replays, and team content for viewers outside the United States via Apple TV, Fire TV, and Roku TV.

In the U.S., more than 160 matches will be available across national broadcasters, including CBS, ESPN, Prime Video, and ION, while the remaining fixtures will be streamed for free on NWSL+.

NWSL Senior Vice President of Broadcast Brian Gordon spoke on the importance of securing multiple international deals at once.

“The NWSL is home to an incredible roster of world-class talent, including many of the game’s top international stars,” he said in a press release.

“As the global reach of our sport continues to expand, we remain committed to making our matches more accessible, connecting fans everywhere with their favourite teams and players.”

A Boost for Australian Football Fans

This expanded coverage is a major win for Australian football fans, providing unprecedented access to one of the world’s premier women’s football leagues.

With Optus Sport securing exclusive rights, fans can follow top-tier women’s football with ease, further enhancing the growing popularity of the sport and league in Australia.

This move not only strengthens the global presence of the NWSL but also supports the continued growth of women’s football down under.

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Sydney FC targets B2B growth with new corporate network

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Sydney FC is looking to turn its existing corporate relationships into a broader business development platform with the launch of The Collective, a new membership network built around connections between businesses.

The initiative, launched ahead of the 2026/27 A-League season, will combine corporate events, matchday experiences and behind-the-scenes access with opportunities for members to engage directly with Sydney FC’s wider commercial network.

Rather than positioning the offering solely around hospitality, the club is placing business development at the centre of the proposition. Members identify the organisations and individuals they want to connect with, and Sydney FC and The Collective work together to facilitate those introductions

Sydney FC Executive Vice Chairman Sebastian Gray said the club’s already diverse corporate network will only benefit from this initiative.

“Football is a fantastic vehicle for bringing people together, but we want The Collective to go beyond matchday,” Gray said. “It will be about creating connections, opening doors and providing experiences that our members genuinely value throughout the year.”

The club has partnered with Andrew Towner, founder of The Corporate Collective, to develop the network. Towner has previously built a business community around the NRL and will bring that experience into the Sydney FC platform.

The Collective will be offered through Premium and Standard membership packages, giving businesses different levels of access to events, experiences and the club’s corporate network.

For Sydney FC, the model adds another layer to its commercial partnership strategy, moving beyond individual sponsorship assets to create a recurring platform for B2B engagement.

It also gives the club another way to demonstrate commercial value to its business partners, with networking and potential new business opportunities becoming part of the proposition alongside traditional brand exposure and hospitality.

Auckland FC partners with FreshChoice to expand local presence

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Auckland FC is taking its latest commercial partnership into supermarkets and local communities, with FreshChoice joining the club as its official supermarket sponsor ahead of the 2026/27 season.

The agreement gives FreshChoice a visible presence across Auckland FC’s training apparel, while also creating opportunities for the club to engage supporters away from Go Media Stadium.

FreshChoice stores will host Auckland FC player appearances, giveaways and other activations throughout the partnership, creating physical touchpoints between the team, its supporters and the retailer’s customer base.

The partnership will also extend into grassroots football, with a local club set to have the opportunity to win a private training session with Auckland FC players.

FreshChoice Executive General Manager Tim Cartwright said the partnership provided an opportunity to connect the retailer’s existing local focus with the growing fanbase of Auckland FC.

“Everything we do at FreshChoice starts with our local communities. This partnership is really about showing up for the local people who support our stores every day,” Cartwright said.

For Auckland FC, the deal adds a large retail network to its commercial portfolio and provides another channel through which the club can reach supporters outside its regular matchday environment.

Auckland FC Chief Executive Officer Nick Becker said that the partnership would be a great opportunity to grow the game within the local community.

“What better way to support a growing community than partnering with an organisation that knows a thing or two about serving the local community,” Becker said.

The partnership takes effect immediately, with activations planned across FreshChoice’s North Island stores and online channels, while further activities are scheduled to take place at Auckland FC home fixtures during the season.

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