NWSL Break TV Audience Records
he National Women’s Soccer League (NWSL) in the U.S. have broken domestic television audience records with their 2020 campaign, with audiences up by almost 500%.
Games in the first year of the league’s new partnership with broadcaster, CBS, had an average viewership of 383,000, with the seven matches that were aired on the CBS network ranking as the most viewed games in NWSL history.
Mentions of the NWSL on social media platforms also increased by 152%, and news media coverage by 55%.
During the Challenge Cup bubble tournament final, TV audiences peaked with a record viewership of 653,000, with additional streaming provided by Amazon-owed Twitch described by the NWSL as “significant”, however, no further details were offered.
NWSL commissioner, Lisa Baird, said: “our players are the best in the world, adapted to the challenges of 2020 like you would expect, and delivered a product on the field that audiences flocked to.”
“I’m so incredibly proud to be associated with our players.
“At the league level, we had to innovate to make it work this year and I’m truly grateful for the support of our owners and the staff at each club for contributing to an unqualified success in unprecedented times,” Baird said.
The league signed domestic broadcast rights to CBS Sports and Twitch, and international streaming rights to Twitch; following the U.S national women’s team’s success at the 2019 FIFA Women’s World Cup.
Additional partnerships have also been formed with Google, P&G, Verizon, and Secret; with existing partnerships with Budweiser and Nike being secured to high-profile extensions, with the help of the Octagon agency.
The league has also launched the Verizon Community Shield, a competition where each of the nine clubs play on behalf of a small local business throughout the series.