Nikki Doucet, CEO of the English women’s professional game, believes shifting the Women’s Super League (WSL) and Championship’s streaming to YouTube will expand the sport’s visibility. She confirmed a long-term plan to repay the £20 million ($25.2m) loan from the Premier League and emphasized finding more investors like Michele Kang to enhance club revenue.
For the 2024-25 season, YouTube channels will replace the FA Player, streaming all non-televised WSL matches and selected Championship games globally. This strategic move aims to demonstrate the leagues’ value when media rights are next tendered.
Doucet shared, “We had 55,000 viewers for the London City Lionesses vs Newcastle United match on YouTube, compared to a peak of 4,500 on the FA Player last year.” This indicates a potential for greater outreach and engagement through YouTube, which could redefine the marketing and commercial strategies for both leagues.
The shift to YouTube is part of a broader effort to accumulate data on views, engagement, and audience reach, crucial for negotiating future media rights. Doucet mentioned that media rights for 2025-26 will encompass both the WSL and the Championship, aiming to maximize their value.
Doucet also touched on the Football Association’s consideration to exempt the women’s game from the 3pm blackout, although it’s currently not feasible.
Premier League’s Richard Masters confirmed a £20 million loan to Women’s Professional Leagues Limited, expected to be repaid interest-free once annual revenue hits £100 million. Doucet highlighted the necessity of finding investors who understand the long-term growth potential of women’s football, citing Michele Kang’s investment in London City Lionesses as a prime example.
The primary challenge, according to Doucet, is generating revenue, not managing costs. Professional infrastructure requires substantial investment, and visionary investors are needed to support this ten-year growth journey. Doucet stressed the importance of maximizing value at every growth stage to attract more substantial investments and resources for the women’s game.
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