“Prime Time” for Progress: The NWSL Broadcast Deal & Redefining Women’s Soccer Coverage
A summary of the research:
This research paper looks at the new broadcasting deal for the National Women's Soccer League (NWSL) in 2024 and how it affects how easy it is for people to watch women's soccer in the United States. The study looks at the partnerships the NWSL made with TV networks like CBS, ESPN, ION, and streaming services like Amazon Prime Video. The goal is to understand if this new deal has made NWSL games more visible and if it has helped more fans get involved across different platforms. The research also thinks about how this broadcast deal might change things in the long run, like getting more people to watch, improving how women's soccer is shown in the media, and creating more chances for the league to promote itself. To figure this out, the person doing the research talked to people who work in broadcasting and social media and also surveyed fans.
The findings of the study show that in its first year, the new broadcast deal has led to more people watching NWSL games and has successfully introduced the league to new fans. However, the research also points out that there are still areas where the league can improve, especially in making the games easier for everyone to access. This study helps us understand more about women's sports in general by showing how media exposure, growth, and lasting success are connected. Because of this, the 2024 NWSL broadcast deal could be a good example for other women's sports leagues that want to get more attention and fans.
Here are three key practical takeaways from the article's results for coaches and administrators in women's soccer:
Understand that increased media visibility, like the new broadcast deal, is likely to lead to greater viewership and fan engagement. The study found that the new deal has already increased viewership and exposed the league to new audiences. This reinforces the idea that working to secure and promote accessible broadcast options is crucial for growing your fan base.
Recognize that while increased access is a good start, there are still areas for growth in making women's soccer even more accessible to fans. The research indicates that despite the positive impact of the new deal, accessibility remains an area for further improvement. This suggests that coaches and administrators should continue to advocate for and explore various ways to ensure fans can easily watch games across different platforms.
Consider the NWSL's approach to its broadcast deal as a potential model for increasing visibility and engagement in your own context. The study suggests that the NWSL's 2024 broadcast deal can serve as a model for other women's leagues. This means that coaches and administrators in other women's soccer leagues or at different levels might find valuable lessons in how the NWSL partnered with multiple media platforms to broaden its reach.
Author: Joella Chase
You can read the entire master’s thesis here.
