WSL begins negotiating new media rights deals with UK networks

The GIST: After joining forces with the Women’s Championship (WC) and reorganizing under NewCo, the Women’s Super League (WSL) is taking the next big step toward getting paid. Following in the footsteps of FIFA and the NWSL, the WSL is negotiating to have every game shown live in the UK next season. Ledge.

The context: NewCo is the organization overseeing and managing both the WSL and WC, the top two tiers of UK women’s soccer. These entities were previously controlled by England’s Football Association (FA) — which endeavored to see NewCo become independent with financial help from the FA and EPL.

The plan: Domestic rights for all 132 matches will be available, with 56 games being sold exclusively as the WSL aims for a new deal worth at least $18.8M annually. Matches are being proposed for weekend afternoons, but the WSL is restricted by the 3 p.m. blackout rule that forbids football from airing then to encourage game attendance and grassroots participation.

• Advocates argue women’s soccer should be exempt as it would make the perfect dedicated time slot for WSL games, but the English Premier League and English Football League are joined at the hip on this one.

The interest: Even though UK women’s soccer is growing, TV channels aren’t yet interested in paying a premium price. According to the Daily Mail, broadcaster Sky Sports has argued that the WSL’s value hasn’t grown enough to justify its asking price, but is still predicted to bid for WSL rights.

• The BBC is also expected to continue showing games free-to-air (FTA), but newcomers like TNT Sports and DAZN could be in the mix for a rights deal. DAZN, which recently committed to making its UK women’s soccer FTA, would represent quite the ally for the league.

Zooming out: The WSL knows its worth and wants to cash in on improved media rights, à la the NWSL. NewCo has the opportunity to position itself to get what it deserves — the 3 p.m. time slot, getting paid more to broadcast every game, and networks committed to improving women’s soccer. They want it that way.