NWSL commissioner Jessica Berman discusses the lessons from the collapsed Victory+ deal and the league's forward-looking media rights strategy.
This summer, the National Women's Soccer League (NWSL) underwent a significant realignment in where its matches were streamed, moving away from the now-defunct Dallas Stars-backed platform, Victory+. As the deal unraveled, Berman expressed her resolve, highlighting the league's agility in adapting to this unexpected challenge.
By early September, Victory+ faced a complete breakdown, withdrawing from various media agreements across both high school and professional sports due to nonpayment issues, as reported by The Athletic. During her appearance at the Front Office Sports Tuned In summit, NWSL commissioner Jessica Berman addressed the fallout from this collapsed deal, calling it “definitely not ideal.” However, she recognized the NWSL's quick response as a critical factor in mitigating the damage.
Innovative Risks and Growth
Berman framed the fallout as an opportunity for growth rather than a setback. “If you’re a business that defines yourself as innovative and forward-thinking, you’re going to find yourself in situations that don’t always go the way you want them to,” Berman explained. This perspective suggests a broader philosophy within the league toward risk-taking, particularly in media partnerships—which can be precarious but have the potential for substantial rewards.
After terminating the Victory+ agreement, the NWSL initially shifted affected matches to their own NWSL+ platform before ultimately securing a deal with The Roku Sports Channel. Berman cited that “upwards of hundreds of thousands of people” had begun visiting the NWSL hub on Roku monthly, indicating a positive reception for this new distribution channel. Berman emphasized the competitive nature of securing these broadcast rights, stating, “Candidly, it gave us an opportunity to shop those rights... and really sort of assess the appetite for interest in our league moving forward.”
Navigating Media Fragmentation
Looking ahead, Berman discussed the NWSL's upcoming media rights negotiations as the league approaches the expiration of its current contracts with CBS, ESPN, Prime Video, Scripps Ion, and Roku, all concluding after the 2027 season. While expressing excitement from all current media partners about future collaboration, she also pointed out the challenges created by dispersing matches across multiple platforms.
Berman articulated that this media fragmentation, which complicates fan access, is a shared dynamic affecting various leagues and isn’t solely a problem of the NWSL's making. Despite these challenges, she remains optimistic. Although Berman refrained from revealing the precise duration of the next media rights deal, she confirmed that the 2031 Women’s World Cup will be integral to the discussions. This could potentially attract an even broader audience to the NWSL, as international tournaments typically ignite increased interest in women's sports.
Women's Sports and the Market Landscape
As the landscape for women’s sports evolves, Berman noted parallels with the Women’s National Basketball Association (WNBA), which recently secured a landmark Collective Bargaining Agreement (CBA) capitalizing on a $3.1 billion media deal. Berman sees the WNBA’s success as a significant marker for the trajectory of women's sports rights more broadly. “When the WNBA wins, we win, too,” she remarked, emphasizing the shared momentum behind women's professional leagues.
Moreover, the NWSL’s own CBA with its players association will conclude in 2030, placing an additional spotlight on how the league will navigate its financial health and player relationships in conjunction with upcoming media deals. That context could set the stage for a valuable negotiation period, one potentially influenced by recent trends and successes in women's sports.
Looking Ahead
Berman's remarks underline a pivotal moment in the NWSL’s evolution as it seeks to solidify its place within the sports market. The collapse of Victory+ posed an unforeseen challenge, yet it also opened new avenues for growth and innovation that may pay dividends in the future. The NWSL is redefining its media partnerships to harness the increasing interest in women's sports, marking a critical phase in the league's ongoing expansion.
As the NWSL prepares for its next chapter, the lessons learned from Victory+ will likely shape both the league’s immediate decisions and its long-term strategy. With heightened fan engagement and a robust approach to media rights, the NWSL appears poised for an exciting future.
