February 3 – Media group A+E Networks has bought a stake in the National Women’s Soccer League (NWSL) in the US which will see its women’s entertainment brand Lifetime become a sponsor of the league in a three-year deal beginning in April. A+E will will also launch a joint venture company – NWSL Media – to market commercial rights.
No sum was announced for either the sponsorship or the acquisition which will see A+E take an ownership position alongside the league’s 10 clubs – Boston Breakers, Chicago Red Stars, Houston Dash, FC Kansas City, North Carolina Courage, Orlando Pride, Portland Thorns FC, Seattle Reign FC, Sky Blue FC, and the Washington Spirit.
A+E Networks will be the league’s lead broadcast partner with NWSL Commissioner Jeff Plush calling the deal “a transformational partnership in the evolution of the league… as they take a leadership position in the growth of our league and create opportunities for young women.”
“We are also extremely pleased to be able to present our fans with the most comprehensive national television and streaming packages in our history,” he said.
Lifetime will broadcast a game every weekend of the season on Saturdays at 4 p.m. ET and will be featured on all official jerseys with a patch on the right sleeve.
NWSL Media, as well as handling global broadcast and sponsorship rights., will also manage all digital assets including a re-designed NWSLSoccer.com, a new NWSL app, and the league’s social media platforms. NWSL Media will oversee the live streaming of all matches and is in negotiation with potential partners to stream the games not broadcast on Lifetime.
The NWSL is supported by the United States Soccer Federation, Canadian Soccer Association, and Federation of Mexican Football who provide support for national team players at their clubs.
“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.
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