NWSL’s groundbreaking CBA highlights ALW’s growing gap

Mary Fowler - Women's World Cup 2023

The National Women’s Soccer League (NWSL) has confirmed a major update to its collective bargaining agreement (CBA) with players, effective until 2030.

This move to abolish the draft was expected with the NWSL competing with European leagues for talent and growing at an extraordinary rate, leaving them to focus more on player welfare.

Key changes in the new CBA include:

Draft System Abolished: The NWSL will no longer use a draft system, making it the first major U.S. sports league to do so. This means players will have more control over their team choices.

Revenue Sharing and Salary Cap: The salary cap will increase significantly, from $3.3 million in 2025 to at least $5.1 million by 2030. Players will also benefit from a new revenue-sharing model that ties their salaries to the league’s media and sponsorship income.

Improved Player Benefits: The minimum salary will rise from $48,500 to $82,500 by 2030. All player contracts will now be guaranteed. Additional benefits include expanded parental leave, childcare support, mental health services, and access to more health professionals.

Travel and Commercial Opportunities: Teams will have more charter flight options, and the league will commercialise player performance data. Players will also be more accessible to fans and media, and the number of games per season may increase.

Overall, these changes aim to improve player autonomy, compensation, and support while aligning the NWSL with global standards for women’s football.

Comparison to the A-League Women’s structure

The lack of professionalism in the A-League Women’s competition is a stark contrast to the NWSL’s incredible rise, and while it’s unfair to compare one for one in terms of money, the foundations of its success hinged on its ability to pay players properly in the early doors of its existence.

In the 2023/24 season, the minimum wage for ALW players increased to $25,000 by virtue of the extended season, which went to a full home-and-away schedule for the first time.

Players were typically contracted for 35 weeks for a 22-round regular season, with four extra weeks for finals, factoring in preseason training.

The PFA survey conducted an important survey at the end of last season which found many players unhappy with the pay disparity to the A-League Men’s, failing to provide enough remuneration for players to live.

In the survey, 66% of respondents said $60,000 a year would enable them to put 100 per cent focus into their football career whilst 3 in every 5 (60%) claimed to have a second job other than their football, 46% of the players who worked a second job put more than 20 hours in a week at their other occupation.

By contrast, only 15% of A-League Men players were doing some work outside of playing this season, and 93% of those worked less than ten hours per week.

This lack of professionalism has recently forced the hand of top ALW talent like Macey Fraser, Courtnee Vine and Charlotte McLean who all made the move this winter to the NWSL, leaving behind a fair drop in talent for the domestic competition.

A reminder that in the Matildas World Cup squad, every single player had started their career in the A-League Women’s competition, and it continues to lack the investment required to truly grow.

What is required for the sport to grow and for players to develop properly in this country is better standards for player welfare, giving top talent a reason to play domestically and growing the game in its own backyard.

Without this, the league will continue to be a stepping stone into Europe or the US with the talent pool suffering over here, which in turn stagnates the marketability of a league that should be growing rapidly following an incredible 2023 FIFA WWC.

Previous ArticleNext Article

Nine eyes Optus Sport as Stan Sport expansion opportunity

Nine Entertainment is reportedly in discussions to acquire Optus’ sports streaming service, Optus Sport, as part of plans to strengthen its own Stan Sports platform.

This would include handing over the rights to the Premier League, which has been the main selling sport in Optus’ sports streaming subsidiary.

According to the Australian Financial Review (AFR), Nine initiated talks in December, while Optus has been seeking buyers for the service since late 2023.

Optus Shifts Focus Back to Core Business

Optus initially launched its sports streaming service to diversify revenue streams and complement its telecommunications offerings. However, the company has decided to refocus on its core operations and move away from content-based ventures.

In recent years, Optus Sport has opted not to renew broadcast rights for major competitions such as La Liga and the UEFA Champions League, reflecting a strategic shift towards cost-cutting and prioritising its core telecommunications business.

Additionally, the service has seen its subscription price increase from $14.99 to $24.99 over the past two years. Optus also introduced charges for its customers, who previously enjoyed complimentary access to the platform, further signalling its move away from subsidised content offerings.

Nine’s Strategy to Stay Competitive

Acquiring Optus Sport would enable Nine to secure key sports rights, including the English Premier League and FA Cup, while expanding its subscriber base.

This move comes as the Australian streaming landscape becomes increasingly competitive, with international player DAZN poised to enter the market.

DAZN, which recently acquired Foxtel in a AU$3.5 billion deal, is expected to make a significant impact when it launches locally later this year.

Stan Sports: Building a Robust Portfolio

Stan Sports currently holds the rights to premium events such as the Olympic Games, UEFA Champions League, and several rugby union and tennis properties.

Adding Optus Sport’s rights would bolster its offerings and help Nine contend with rivals like Paramount+, BeIN Sports, Amazon Prime, and free-to-air broadcasters.

Consolidation on the Horizon

Australia’s crowded sports media market is ripe for consolidation, with multiple players vying for lucrative rights deals.

Free-to-air broadcasters have maintained a strong foothold, supported by Australia’s anti-siphoning laws, which ensure key events remain available outside paywalls.

Conclusion

While Nine has declined to comment on the AFR report, Optus noted it routinely reviews its businesses to ensure they deliver value.

As the market evolves, this potential acquisition could be pivotal in shaping the future of Australian football broadcasting.

As it stands, the average Australian consumer requires at least four subscriptions to watch every European competition and each of the Top 5 leagues which remains a frustrating solution to legal broadcasts in the country.

US Soccer and Bank of America forge landmark partnership

The United States Soccer Federation (US Soccer) has announced a significant long-term partnership with Bank of America, marking the financial institution as the first official banking partner of all 27 US national teams.

This includes the senior men’s and women’s teams, as well as the federation’s youth and extended squads.

In August, Bank of America partnered with FIFA to become a global sponsor of the 2026 World Cup, which will be co-hosted by the US, Canada and Mexico.  In December, it expanded its collaboration with FIFA by sponsoring the revamped Club World Cup.

While no financial figures have been made public, the deal is reportedly worth AU$161 million.

The agreement also sees Bank of America join as a founding-level partner of US Soccer’s National Training Centre, which is set to open in Atlanta, Georgia, in 2026.

The founding level represents the top tier of partnerships for the facility, and Bank of America is only the second company to achieve this status.

With this deal, Bank of America becomes US Soccer’s 16th strategic partner and its ninth new sponsor since the organisation assumed control of its commercial rights at the start of 2023.

In recent months, US Soccer has secured other high-profile sponsorships, including agreements with global health company Haleon and chemical firm Henkel.

The federation’s sponsorship roster already features notable brands such as Volkswagen (presenting partner), Nike (kit supplier), Allstate, AT&T, Marriott Bonvoy, Anheuser-Busch, Coca-Cola, Visa, and Ticketmaster.

Domestically, Bank of America is already well known for its prominent sports sponsorships, including its naming rights partnership for the Bank of America Stadium in Charlotte, North Carolina.

As part of its agreement with US Soccer, Bank of America will also work on community and fan engagement initiatives, further embedding itself in the sport’s grassroots and supporter culture.

David Wright, US Soccer chief commercial officer spoke with enthusiasm about the big move.

“This landmark partnership marks one of the largest long-term investments in US Soccer history, and Bank of America’s global leadership will help catapult our sport,” Wright said in a press release.

“Bank of America shares our commitment to growing the game, investing in female leaders, and significantly bolstering our efforts in service to soccer on all fronts.”

David Tyrie, Bank of America’s chief digital officer and chief marketing officer shared the importance of their connection to football with this deal.

“Our investments in the US Soccer Federation and in soccer overall provide unique and ongoing opportunities to build client relationships, engage our teammates, and drive positive economic impact, locally and globally, as the most popular sport in the world takes centre stage over the next two years and beyond.” he said in a press release.

This partnership could prove transformative for the United States as a co-host of the 2026 FIFA World Cup, offering a significant opportunity to elevate the sport’s domestic profile.

Under the guidance of legendary coach Mauricio Pochettino, the national team is focused on rebuilding after disappointing performances, including a group stage exit in 2022 and failing to qualify for the tournament in 2018.

Most Popular Topics

Editor Picks

Send this to a friend