NWSL Boosts Exposure With $240M CBS, ESPN, Amazon, Scripps Alliances

By Barry Janoff

November 9, 2023: Calling it “the beginning of our future,” NWSL commissioner Jessica Berman today said the league has signed new media deals with ESPN, Amazon Prime, CBS Sports and Scripps Sports ION.

The league said the deals would give the NWSL four times the exposure it currently has.

“This moment is a celebration of how far we’ve come and the beginning of our future,” commissioner Jessica Berman said during a media conference today, held in San Diego, site for the NWSL Championship, presented by Bud Light (Nov. 11, CBS).

Financial terms were not shared, but were put in excess of $240 million, the largest such alliance in women’s sports and some 40-times more than the current NWSL $1.5 million media deal, according to industry analysts.

Beginning in 2024, 118 matches will be distributed across the following partner platforms:

• The NWSL will begin each regular-season weekend with Friday night matches on Prime Video.

• Each Saturday night that follows will include a double-header on Scripps’-owned ION network, available over-the-air in 123 million homes.

• A package of regular season matches will air on The CBS Television Network, the league’s current prime media partner, and stream live on Paramount+, with additional matches airing on CBS Sports Network.

• ESPN will air a package of matches across ABC, ESPN, ESPN2 and ESPN Deportes (Spanish). All NWSL matches on ESPN platforms and on ABC will stream live on ESPN+in English and Spanish. The package also includes English, Spanish and Portuguese-language rights in Latin America.
       
The remainder of the NWSL regular-season schedule will be part of a domestic direct-to-consumer package produced and distributed by the NWSL.

In addition to each partner’s investment in the league and showcasing its matches,”all are committed to marketing and promoting the NWSL and its availability across platforms,” according to the NWSL.

For the NWSL playoffs, Prime Video and CBS will have the rights to one quarterfinal each, while ESPN/ABC will air the other two quarterfinals.

CBS and ESPN/ABC will each have a semifinal.

CBS Sports, in its fourth year in partnership with the NWSL, continues as the home of the NWSL Championship for the next four seasons in primetime on CBS and streaming on Paramount+.

“We will use all of our assets to grow women’s soccer and the NWSL, including CBS Sports, Paramount + and The Golazo Network,” Sean McManus, CBS Sports chairman, said during the media conference.

“We are going to make sure along with our partners that the league continues to grow and get more exposure."

“These partnerships fundamentally change the game for our league and the players who take the pitch each week,” said Berman.

“On behalf of the NWSL, our owners and players, I want to commend CBS Sports, ESPN, Prime Video and Scripps for investing in our league and affirmatively declaring to the marketplace that this league is exciting, valuable, and important.

“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.”

According to Marie Donoghue, Amazon vp-U.S. sports content & partnerships, “The evolution of women’s sports — and specifically the NWSL — demonstrates that there is a growing audience for remarkable athletes and world-class competition, regardless of gender.

“With the unique power and distribution of Prime Video, and an exclusive window on Friday nights throughout the season, we look forward to expanding that audience as the newest home of the NWSL.”

“The NWSL is among the world's best women’s professional soccer leagues, and we are excited to showcase the league, the clubs, and the incredible athletes to sports fans,” said Rosalyn Durant, ESPN evp-programming and acquisitions.

“This agreement further strengthens our leadership position as the home for women’s sports.”

“Scripps Sports is pleased to create a franchise night on ION for the NWSL that will reach every American household, across every free television platform and further help expand the league’s fan base with appointment viewing consistency,” said Adam Symson, president and CEO of The E.W. Scripps Company.

“We’re proud once again to be a part of a historic distribution agreement that will elevate women’s professional sports, benefiting the league, the teams, their athletes and fans.”

The media deals were handled in conjunction with NWSL partner IMG.

“On behalf of the NWSL, we have secured four game-changing, marquee partnerships that will help send the women’s game to new heights of viewership and fandom, growing domestic revenues for the league at a multiple of over 40 times,” said Hillary Mandel, EVP, Head of Americas for IMG.

“The NWSL’s new line-up of media partners are stepping up with significant rights fees, production investment, top tier platforms and impactful promotion. In lockstep with the NWSL, they are going to transform the ways in which fans can discover and engage with the games, assuring deserved exposure for these world class athletes on the broadest stage.”

NWSL Championship, presented by Bud Light will see OL Reign face Gotham FC  Nov. 11 in Snapdragon Stadium, San Diego (CBS 8 PM ET). Reign forward Megan Rapinoe and Gotham FC defender Ali Krieger will both play their final NWSL match  as the former USWNT teammates seek to finish their careers with a championship crown.

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