The Women’s Super League has secured a transformative broadcast agreement in the United States, signing a four-year deal with CBS Sports that significantly elevates the league’s profile and commercial value overseas. Starting next season, Paramount+ will stream 183 WSL matches per campaign, while CBS Sports Network will televise one live match each week, with additional coverage on the CBS Sports Golazo Network. The partnership, which runs through the 2029-30 season, was negotiated by IMG, the international media rights representative for WSL Football.
The contract represents a major shift in the valuation of women’s football rights. Sources indicate the deal could yield as much as a fourfold increase compared to previous US agreements, reaching a new record high for the WSL in the American market. While exact financial terms remain undisclosed, the uplift underscores the growing global appetite for elite women’s club football and the league’s strategic positioning.
CBS Sports returns to the WSL after previously holding rights during the 2023-24 season. In the intervening two campaigns, ESPN served as the US rights holder, but those deals were announced only weeks before the respective seasons began. This time, an agreement was wrapped up months ahead of the September kickoff, a point of satisfaction for both the league and the broadcaster, allowing for robust marketing and promotion.
“We are excited to welcome CBS Sports back to the Barclays WSL,” said Zarah Al-Kudcy, WSL Football’s chief revenue officer. “Their breadth of women’s football rights demonstrates their commitment to the game as does their delivery of content alongside live matches. And with the likes of former Arsenal player Jen Beattie already on their talent roster, we know our league’s storytelling is in good hands.”
CBS Sports’ extensive women’s football portfolio already includes the National Women’s Soccer League (NWSL), the UEFA Women’s Champions League, and a collection of top-tier European leagues such as Italy’s Serie A. The addition of the WSL cements CBS as the preeminent destination for the women’s game in the US, creating a comprehensive hub that could introduce new fans to cross-league narratives.
The timing of the announcement coincides with growing US interest in WSL-based talent. On Wednesday, US women’s national team head coach Emma Hayes named three England-based players to her latest roster: Manchester United goalkeeper Phallon Tullis-Joyce, Arsenal defender Emily Fox, and Chelsea forward Alyssa Thompson. Notably, two key figures were absent due to injury: Manchester City midfielder Sam Coffey and Chelsea defender Naomi Girma, both of whom were forced to miss the squad selection. Their injuries highlight the physical demands of the WSL and the league’s importance as a breeding ground for elite internationals.
For the WSL, the record deal is more than a financial windfall; it validates the league’s growing global relevance. Increased US exposure can attract further commercial partnerships, boost merchandising, and even influence player recruitment as American audiences become more familiar with the clubs and stars. The presence of American players—both healthy and sidelined—only strengthens the transatlantic connection that CBS can now leverage.
The league’s ability to complete a long-term deal well in advance of the season also signals organizational maturity. In the past, late rights agreements hampered marketing efforts and left broadcast schedules uncertain. The early nature of this deal provides stability and allows CBS to integrate the WSL into its broader women’s football programming strategy seamlessly.
Looking ahead, the 2026-27 season will serve as a litmus test for the partnership’s impact. With Manchester City coming off a championship-winning campaign and a host of US stars in action, the narrative arcs are already rich. If CBS’s investment pays off in viewership and engagement, it could set a new benchmark for women’s sports media rights globally.
The broader implications for women’s football are significant. As major broadcasters compete for premium rights, leagues like the WSL are benefiting from a rapidly escalating market. This deal not only rewards the league’s on-field quality but also reflects a wider cultural shift in how women’s sports are consumed and valued.
While the exact dollar figure remains confidential, the fourfold increase speaks volumes about the trajectory of the WSL. It places the league on firmer financial footing and provides resources that can be reinvested into player development, facilities, and the overall fan experience—both domestically and abroad.
Based on reporting from The Guardian.
