North America's National Women’s Soccer League (NWSL) has unveiled new media deals in the UK, Australia, and Canada, ahead of the 2025 regular season, (kicking off today).
In the UK, pay-TV's TNT Sports will exclusively air two matches per week in addition to highlight packages, while in Australia Optus Sport has secured exclusive rights to all NWSL matches and highlight packages. Canada, meanwhile, will have NWSL coverage provided by sports channel TSN – one match per week will be exclusively aired, with additional games to be distributed non-exclusively on TSN+.
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The UK, Canada, and Australia, are all countries where women's soccer is growing in popularity across all metrics.
In total, NWSL deals have been struck (with assistance from heavyweight sports marketing agency IMG) in over 130 countries.
In other markets, ESPN will exclusively air selected matches in Mexico, Central America, South America, Brazil, the Caribbean, the Netherlands, and Sub-Saharan Africa, while Disney+ Nordics will exclusively stream two matches per week – as well as highlights packages – across Denmark, Sweden, Norway, Finland, and Iceland.
Canal GOAT in Brazil and TV Azteca in Latin America will each have exclusive rights to up to two matches per week in addition to highlights packages.
Dubai TV will also exclusively cover air two matches per week in addition to the highlights packages.
Finally, all non-exclusive matches will remain available to fans outside of the US on the league’s NWSL+ streaming service.
Launched at the start of the 2024 season, that free direct-to-consumer service gives fans access to live matches, highlights, replays, and other team content online and via streaming TV distributors Apple TV, Fire TV, and Roku TV.
NWSL senior vice president of broadcast Brian Gordon said: "The NWSL is home to an incredible roster of world-class talent, including many of the game's top international stars.
"As the global reach of our sport continues to expand, we remain committed to making our matches more accessible, connecting fans everywhere with their favorite teams and players."
Domestically, over 160 NWSL matches will air on national platforms this season, including on CBS, ESPN, Prime Video, and Scripps-owned ION, with the remaining games available for free on NWSL+.
Those networks are paying a combined $240 million over four seasons – $60 million annually – with CBS retaining the rights to the league’s season finale. This began in 2024 and will run until the end of the 2027 season.
This year’s NWSL campaign runs through until the end of October.
Earlier this month, the league unveiled Elf Beauty as a new commercial sponsor.
The Elf Cosmetics brand, part of the overall Elf empire, becomes the league’s makeup and skincare partner – the NWSL’s first beauty partner.
