A+E Networks is taking an equity stake in the National Women’s Soccer League (NWSL) and the two organizations are creating a brand partnership, the two organizations said Thursday.

“As a former college athlete, I know the importance of sports in the lives of women and girls and I couldn’t be more thrilled to join forces with NWSL and U.S. Soccer to ensure professional women athletes are elevated as the entire country can watch and be inspired by their strength and athleticism,” said Nancy Dubuc, president and CEO, A+E Networks, in a statement.

“This partnership is not only tremendously significant in the continued growth of the NWSL, but representative of how far the league has come in four years and where it can go in the future,” said U.S. Soccer President Sunil Gulati also in a statement. “A+E and its resources are a fantastic fit for women’s professional soccer and will have a major impact on continuing to raise the profile of what we feel is already the best and most competitive league in the world.”

As part of the deal, A+E Networks will air women’s soccer games on Lifetime, its female-focused network, as part of a three-year deal starting in April. For the first time in the league’s five-year history, a game will be broadcast on television every weekend of the season, airing on Saturdays at 4 p.m. ET.

NWSL players also will wear patches featuring the Lifetime logo on the right sleeves of their jerseys.

The two also are creating a new joint venture, NWSL Media, which will act as the media and commercial arm of the league and manage all of its global broadcast and sponsorship rights. The new venture also will oversee the livestreaming of all matches, producing original content to air before, during and after the games. NWSL Media currently is negotiating with digital outlets for streaming rights to games not scheduled to air on Lifetime.

[Image courtesy of Variety.]

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