This week, the NWSL announced that it was partnering with A+E for a three-year network deal. Lifetime is going to become an official league sponsor, and together they will launch NWSL Media, a new media and commercial joint venture.
The deal provides a lot of opportunity for the growth of the league. Not only will games be broadcast on television, but the new media venture will cut across multiple platforms. That means more access and features for fans on social media and team websites. Fans will be able to get closer to the players, the coaches, and the games.
The deal also creates the possibility of creating new fans. A TV deal will allow for better marketing of the league, and Lifetime is one of the largest women’s networks in the country. The deal is also notable for its length-- three years. That’s three years of investment and expanded coverage that could be just the boost the league needs to create long term sustainability.
“I think today is not only great news for the NWSL and great news for A+E, but really for the women’s sports movement generally,” said U.S Soccer President Sunil Gulati. “And it’s around the world, the interest in the women’s game in Europe and especially in the United States is at an all-time high.”
“I think this is a real proud moment for sports, for soccer, especially as the game continues to grow in the United States,” he continued. “So we’re excited about this partnership and the NWSL entering their fifth year.”
Orlando Pride players were quick to express their excitement about the deal on social media. You can see some of their responses below:
