As the playoffs get underway, it’s clear that the WNBA has had a landmark season. The Women’s Super Lague (WSL) in the UK could be in for similar success.
WNBA TV viewing figures have shot up on the back of Caitlin Clark and Angel Reese’s groundbreaking college exploits. Per The Athletic, ESPN said its networks, including ABC, averaged 1.2 million viewers in the regular season, more than double the previous season’s average of 440,000.
We may see the same development of the WSL thanks to a mix of paid-for and free linear TV viewing options, as well as free streams. Previous Enders Analysis research has shown that football is the main driver of media coverage for women’s sports, and the viewing figures were already going in the right direction before this season. The latest moves should help accelerate things.
WSL Moves to YouTube
The latest season kicked off on Friday night, with Aston Villa losing 0-1 to reigning champions Chelsea, live and for free on the BBC. A few other games were streamed for free around the world on YouTube. Ahead of his side’s 4-0 thrashing of Crystal Palace, Tottenham manager Robert Vilahamn was positive about the move to YouTube, telling me it makes it “so much easier” for fans to watch games. (The previously used FA Player streaming service was notoriously clunky.) The Spurs boss also said it was all part of “steps we need to take” to grow the game.
New Spurs star Haley Raso told me after the match that the WSL “is probably the top league in the world right now for women’s football.” The way it is being covered is starting to reflect that. And the steps her manager referred to might be working too. At the time of writing, Vilahamn’s team’s match has 62,000 views on YouTube, almost certainly more than it would have received on the FA Player. The full stream of the Arsenal vs Man City game, a meeting of two title contenders, currently has 289k views.
New Sponsorship Deal
The WSL is now under new ownership and today a new sponsorship deal for it and the Women’s Championship was announced. The Guardian reported the package could be worth up to £45 million in total. While this money will take time to filter through to the clubs, it is another exciting development that shows the growth of women’s football in the UK, in the same way women’s basketball has grown in the US. Sponsorships lead to media coverage and media coverage leads to sponsorships.
This all comes ahead of Euro 2025 next summer. Based on the viewing figures for the last women’s World Cup final, the Lionesses’s attempt to defend their title should be another landmark media moment.
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