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NWSL Soccer Strikes a Three Year TV Deal With Lifetime!

By Steve Fowler

Aug 3, 2016; Belo Horizonte, Brazil; Team USA celebrates a goal by forward Alex Morgan (13) over New Zealand during the first half at Estadio Mineirao. Mandatory Credit: John David Mercer-USA TODAY Sports
Aug 3, 2016; Belo Horizonte, Brazil; Team USA celebrates a goal by forward Alex Morgan (13) over New Zealand during the first half at Estadio Mineirao. Mandatory Credit: John David Mercer-USA TODAY Sports /
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Good news NWSL women’s soccer fans! Lifetime TV network has signed a three-year broadcast deal with the NWSL, the league announced on February 2, 2017.

As reported on the NWSL website, starting in April, tune in every Saturday at 4 PM Eastern Time, as there will be a game broadcasted on the Lifetime network. Per the press release, the deal also includes:

"The newly formed NWSL Media will oversee live streaming of all NWSL matches which, according to Wednesday’s release, will be broadcast, “in high definition with a consistent, state-of-the-art approach that will include exclusive new and original digital content for pre-game, halftime and post-game segments.” Negotiations are underway for a partner to distribute matches not aired on Lifetime. It was not immediately clear if YouTube, which free streamed most matches over NWSL’s first four seasons, is still on the table. An NWSL app for iOS and Android is also in the works as is a full redesign of the league’s website, nwslsoccer.com"

The biggest surprise was that A+E Networks, who owns Lifetime is also now an investor in the NWSL.  No details were given on the financial specifics, but it is clear that big changes are in store for the league.

Here are what I think are the pluses and minuses based on the limited information that I have so far:

The Good:

  1. Financial security. This is the most important item by far. It ensures that through 2019 there will be a steady revenue entering the league.
  2. There is a promise to continue free on-line streaming of all the other games in the league. Which group is to be determined, but it should be an upgrade from the standard YouTube. Some of the problems that the NWSL faced with YouTube was the inconsistency in the broadcasts. Sometimes games were unwatchable due to technical difficulties. The quality of broadcasters themselves was hugely variable. Some teams were excellent having knowledgeable commentators, while others had poor visual and sound quality.
  3. There is a promise to upgrade statistical analysis of each game. They are apparently looking at possible sources to get real time data, which stat geeks,  such as myself, clearly enjoy. But not only that, they could tap into a possible fantasy league. Fantasy sports are an expanding field, and women’s soccer could benefit by attracting fantasy players into their fold.

The Bad?

  1. The game of the week will be on at 4 PM ET on a Saturday. That is a tough time slot, considering it is in the middle of the day. A night time match would have made more sense.
  2. Who wants to play soccer at 4 PM ET on a Saturday in Orlando, Houston, North Carolina, or Washington D.C. in late June through early September? The games in those cities would be prolonged three minutes each half for a required hydration break. The players themselves will be sluggish trying to conserve energy. The games could turn into a snoozefest.
  3. Will Lifetime viewers watch sports? Just because it is on a network for women does not mean that the casual viewer will tune in, on a Saturday afternoon in summer, just to watch soccer.

Those are minor complaints really. Overall, this is a landmark deal for the league and a great investment in helping grow its reach. Tune in on Lifetime network starting every Saturday at 4 PM EST in mid-April.

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