National Women’s Soccer League score big with record-breaking domestic TV rights deal

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NWSL TV rights deal
Image credit: Nikita Taparia via NWSL

The National Women’s Soccer League (NWSL) have secured a four-year, $240 million USD ($324 million AUD) domestic broadcast deal with four major streaming and cable partners.

Starting in 2024, CBS, ESPN, Prime Video and Scripps Sports will nationally broadcast 118 NWSL games, and this deal also becomes the most expensive TV deal in women’s sports history which sends a strong message about its huge presence in the worlds game.

The NWSL broke several league records in this past season that completed, with record highs in membership sales, average attendance, ticket sales and single game attendance.

The NWSL has no doubt been the league to set a standard for professionalism in women’s football and no doubt the success of the US Women’s National team propelled that push to a competitive environment where the best players and coaches feature.

The financial stability of the NWSL has set an example for other women’s leagues globally, encouraging corporate investment in women’s football. The influx of financial support through sponsorships allows for the world class facilities and increased player salaries, both topics that were previously issues within the space.

NWSL Commissioner Jessica Berman mentioned that this deal signifies the league’s insane growth since its inception back in 2013.

“This moment is a celebration, a celebration of how far we’ve come and far we’re headed,” Berman said via press conference in San Diego last week.

“These partnerships fundamentally change the game for our league and the players who take the pitch each week. The investment into facilities and grassroots will be vital for the foundation we aim to build.

“We have taken great care to ensure our games are discoverable by increasing our reach in order to expose new audiences to everything that makes our league special, without compromising the economic value of our product. This is the beginning of our future.”

In a similar fashion, the A-League Women’s competition saw their record memberships tally for multiple teams smashed and round one attendances were fantastic compared to recent years. There were many positives from the Women’s World Cup that attributed to this rise however a little concern is the talent pool compared to other top leagues.

It has become an issue in the A-League Men’s competition and although the Matilda’s are a skilled, popular national team, it is increasingly rare to see talent be homegrown as most top young Australian players are pipped by US or European clubs to develop their skills.

The news of this NWSL record TV rights deal, and the compounding positives news in the Women’s football space over the last 12 months shows that there is a strong foundation that will inspire young girls to participate and support the sport.

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Bundesliga DNA to the Boardroom: German-born Martin Kugeler Takes the Helm at Football Australia

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Image Credit: Stan

German-born executive, Martin Kugeler, shaped by Europe’s football culture and based in Australia since 2009, will step in as Football Australia CEO in February as the game eyes a defining 2026.

Reaching new heights

During the press conference held earlier this morning, Kugeler displayed both confidence and ambition as he prepares to lead a new era for Football Australia next month.

“Football in Australia has a strong foundation for growth. Our national impact is massive,” he said, highlighting both the immense number of participants and local clubs in Australia. He then continued to underline both the Socceroos and the Matildas as valuable assets in the nation’s football sphere.

“We have exceptional national teams that continually make us proud. They perform at a truly global scale and unite not only the football community, but the entire nation.”

With both the AFC Women’s Asian Cup and the FIFA Men’s World Cup both on the horizon in 2026, the year certainly represents a huge opportunity for both the men’s and women’s game to showcase Australian footballing talent on an international scale. But the focus, as Krugeler underlined, will extend beyond the national team and address all levels of football in Australia to help the game grow.

“Football brings people and communities together. For a healthy lifestyle, for connection, for enjoyment, for belonging, powered by a remarkable, passion [and] dedicated players, referees, coaches, volunteers and fans,” he continued.

An inspiring reminder to all those involved in the game across Australia, and one which will hopefully show participants and stakeholders at all levels that 2026 will begin a new period of stability, growth and innovation.

 

Expertise, passion and ambition

Of course, the dawn of a new era for Football Australia cannot be successfully achieved without addressing the past and current issues, while still keeping an ambitious eye on what football can become at both national and international level for Australia.

Alongside Kugeler in the FA leadership team will be Football Australia Chair, Anter Isaac, as well as former Matilda, and current interim CEO of Football Australia, Heather Garriock. With their combined industry expertise and true passion for the game, all fans, players and stakeholders can be optimistic for the future of football governance in Australia.

But while expertise and passion are undoubtedly valuable assets for the FA, it remains essential that these help to inform the decisions and solutions made with the game’s best interests at heart.

 

 

 

 

‘We Can Do So Much More’: Players Take Control of the A-League Women’s Future

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Image Credit: One Nil

Professional Footballers Australia (PFA) has launched Ready For Takeoff – The Players’ Vision for the A-League Women, a player-led roadmap outlining the future direction of the domestic women’s competition.

Unveiled on Wednesday at Ultra Football in Melbourne, the initiative places current A-League Women players at the centre of discussion. Elevating the debate around professionalism, sustainability and long-term growth of the league.

The Players’ Vision for the A-League Women – Image Credit: One Nil

The vision, developed through consultation with players across the competition, calls for improved professional standards, greater investment and governance structures that reflect the specific needs of the women’s game. It comes amid ongoing conversations about contract security, season length and the transition toward full-time professionalism.

PFA Chief Executive Beau Busch – Image Credit: One Nil

PFA Chief Executive Beau Busch said players had been clear about the sacrifices required to continue competing in the league.

“We’ve heard from players about the struggle and sacrifices they continue to make to play the game they love, but we can do so much more than this,” Busch said. “A fully professional game here in Australia is crucial to creating the next generation of Matildas, but also to ensure we reach our potential and win a FIFA World Cup.”

PFA Deputy Chair Elise Kellond-Knight and A-League Women players Grace Maher and Dylan Holmes also addressed media, reinforcing the importance of player voices in shaping the future of the competition.

The PFA said Ready For Takeoff provides a clear, achievable framework for the continued evolution of the A-League Women. The initiative urges stakeholders to work collaboratively with players to ensure the league’s growth matches the talent, ambition and momentum of women’s football in Australia.

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