NWSL Commissioner Jessica Berman On The Growth Of Women’s Sports, The NWSL’s $240M Media Rights Deal, Rising Franchise Valuations, And More
Jun 29, 2024
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NWSL Commissioner Jessica Berman discusses the league's growth, $240M media deal, and expansion plans. Topics include record-breaking attendance, sustainability, Angel City's success, market dynamics, and media rights expansion in women's sports.
NWSL's exponential growth in fan attendance and media deal showcases league's rising popularity.
League's independence drives strategic decisions for women's soccer's growth and player welfare.
Team ownership dynamics transforming with valuations surging and investor base evolving.
Focus on increased game exposure signals pivotal shift for NWSL's future and growth strategy.
Emphasis on social media leverage and cultural engagement to attract diverse fan base.
Deep dives
Overview of the National Women's Soccer League and Recent Growth
The National Women's Soccer League, known as NWSL, has experienced significant growth with 1.2 million fans attending 10 games last year, showing a 26% increase year over year. The league is projected to surpass 2 million fans this year and secured a new four-year, $240 million media deal, a substantial improvement. The podcast discusses various topics with Jessica Berman, the NWSL commissioner, including TV deals, franchise investments, league expansion, and more.
Increasing Attendance and Fan Engagement
The NWSL has seen a rise in attendance, surpassing 1 million fans at the halfway mark of the season, indicating a potential record-breaking year in attendance and viewership. By enhancing fan experiences and focusing on their demographic, the league aims to fill stadiums by investing in the overall product. With top players participating in global events like the upcoming Olympics, the NWSL continues to attract diverse and dedicated fans.
League Independence and Strategic Development
The NWSL distinguishes itself as the only independent women's soccer league globally, detached from men's leagues or federations. This independence allows strategic business decisions tailored solely for women's soccer's best interests. By investing in players, facilities, and ownership quality for long-term growth, the league sets new standards, including higher player pay, advanced training environments, and dedicated facilities to support women players.
Expansion, Ownership Shifts, and Enterprise Value Increase
The NWSL has witnessed a transformation in team ownership dynamics, with valuations surging significantly as traditional expansion teams evolved in enterprise value. The investor base has shifted to wealthier and multi-team owners, indicating increased commitment to grow the league. Ownership changes and capital raises aim to elevate standards, with a focus on long-term growth, stadium developments, and equity building within NWSL franchises.
Media Rights and Exposure Enhancements
While the monumental media rights deal garnered attention, the focus on increased game exposure via broadcasting is deemed pivotal for the NWSL's future. Transitioning from limited national TV games to over 100 nationally televised games signifies a fundamental shift, expanding audience reach and driving growth. The strategic spotlight on games and viewership accessibility aims to normalize and popularize NWSL content, capitalizing on the evolving media landscape and audience engagement.
Social Media Impact and Future League Positioning
The discussion delves into the evolving digital landscape and the potential of women's sports, particularly in leveraging social media and cultural engagement. Women athletes' social prowess in creating viral content and setting trends, like pre-game fashion statements, resonates with diverse audiences and fosters unique connections. The NWSL's emphasis on inclusivity, cultural relevance, and engaging social content positions the league to attract a broader fan base and integrate with contemporary digital environments.
Women's Sports Media Attention and Time Competition
The podcast acknowledges the increasing media coverage of women's sports, emphasizing the essential role of broader media visibility in attracting viewers and fans to women's sports, including the NWSL. Framing the league's competition as vying for individuals' limited time underscores the significance of captivating content, cultural engagement, and inclusivity in securing long-term audience interest. By aligning with societal values and enhancing accessibility, the NWSL aims to carve a distinct space in the sports landscape, appealing to diverse demographics and fostering a thriving sporting community.
Opportunities and Challenges in NWSL's Market Positioning
The NWSL's positioning in the competitive sports landscape, particularly in the US market, emphasizes the league's unique position in appealing to a diverse fan base beyond traditional sports enthusiasts. By targeting individuals interested in culture, social movements, and inclusivity, the NWSL aims to be a prominent sports destination offering an inclusive and engaging environment. Leveraging social platforms and cultural relevance, the NWSL looks to attract new audiences, particularly millennials and Gen Z, by aligning with evolving societal values and entertainment preferences.
Future Expansions, Ownership Quality, and Strategic Growth
The NWSL's future expansion plans prioritize quality ownership groups aligned with a long-term vision of growing the league's enterprise value and fostering women's soccer across various US communities. Expansion decisions emphasize ownership quality over market considerations, focusing on well-resourced investors committed to enhancing league standards, building facilities, and driving equity growth. With a holistic approach to evaluating bids, the league aims to secure owners dedicated to league growth, player development, and elevating the overall NWSL experience.
Media Rights Impact and Audience Reach Enhancement
The NWSL's emphasis on expanding media exposure through strategic broadcasting partnerships reflects a significant shift in league priorities, aiming to enhance audience engagement, accessibility and normalize women's soccer content in mainstream spaces. The focus on increasing game visibility, particularly through national TV slots, underscores the league's commitment to broadening viewership and attracting diverse audiences. By improving game discoverability and enhancing content quality, the NWSL looks to solidify its presence and relevance in the sports media landscape, aligning with evolving digital consumption trends and audience preferences.
Today’s podcast is a conversation with NWSL Commissioner Jessica Berman. We talk about the NWSL’s growth over the last few years, including the league’s new $240 million media rights deal, rising franchise valuations, expansion plans, and more. Enjoy!
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