What's Happening?
The National Women's Soccer League (NWSL) is experiencing a decline in TV ratings during its 13th regular season. Ratings dropped by 8% across its multiplatform media partnership, which includes CBS, ESPN, ION, and Prime Video. This partnership, valued at $240 million, was established in November 2023, significantly increasing from a previous $4.5 million deal with CBS alone. Despite the midseason dip, the league saw a five-fold increase in viewership at the end of the 2024 season, with the championship match becoming the most-watched game in league history. Factors contributing to the current decline include the absence of key players like Sophia Wilson, Mallory Swanson, and Trinity Rodman due to maternity leave and injury. However, the return of international stars from various tournaments is expected to boost interest as the season progresses.
Why It's Important?
The decline in NWSL TV ratings is significant as it impacts the league's visibility and potential revenue from broadcasting deals. The absence of star players can affect fan engagement and viewership, which are crucial for the league's growth and sustainability. The NWSL's ability to attract international talent and maintain high viewership numbers is vital for its competitive position in the sports industry. The league's recovery in ratings could influence future media partnerships and sponsorships, affecting its financial health and ability to invest in player development and marketing.
What's Next?
As the NWSL approaches the end of the season, the league anticipates a rise in viewership with the return of key players and the excitement of playoff races. The upcoming retirement ceremony match for Alex Morgan is expected to draw significant attention. The league is confident that the competition's intensity will attract more viewers, potentially reversing the midseason decline. Continued monitoring of viewing figures will be crucial to assess the impact of these developments on the league's overall performance.
