Broadcast Deals Give Women’s Football a Major Boost

Massive media deals in the United States and Australia will help to boost the exposure of women’s football over the next few years.

Netflix recently announced that it had acquired the live coverage rights in the US for the 2027 and 2031 FIFA Women’s World Cups.

Paramount and Football Australia have also signed a multi-year agreement to broadcast an extended package of women’s games on Network 10 and Paramount+ in Australia until 2028.

These developments show a growing appetite for women’s football and its ability to drive new audiences, revenue streams and cultural impact.

The Netflix deal is a Game-Changer for the US

Netflix’s decision to pick up rights to the Women’s World Cups in 2027 and 2031 is a massive deal for women’s football and the entire sports broadcasting scene.

The streaming giants typically stick to scripted and unscripted content. Live sports have not been part of their portfolio, but they are expanding their model.

They stepped into live sports with the exhibition boxing match between YouTuber Jake Paul and the legendary Mike Tyson. They have now pivoted to women’s football, a significant shift in strategy.

This deal comes at a time when women’s football in the US has been getting more attention than ever. The US Women’s National Team (USWNT) is a behemoth in world football.

They have already won four World Cups and took a bold move to secure their position at the pinnacle of the sport by hiring former Chelsea head coach Emma Hayes to lead them into a new era.

The USWNT attracts millions of viewers, and with the tournament taking place in Brazil, Netflix will ensure that the US audience gets comprehensive access to the showpiece.

The US is also bidding to host the 2031 edition, and the Netflix partnership can be a blockbuster deal for all involved parties. Working with FIFA, they can boost the visibility and appeal of women’s football to audiences in far-flung countries.

Paramount Australia Partners with the Matildas

Women’s football has been growing in popularity in Australia thanks to the success of the national team. They co-hosted and finished fourth at the 2023 World Cup.

Australia registered record-breaking attendance and viewership numbers. Building on that positive momentum, Paramount Australia locked in a media rights deal to broadcast matches involving the Matildas until 2028.

Under this agreement, they have exclusive rights to the 2027 FIFA Women’s World Cup in Brazil and the AFC Women’s 2026 Asian Cup. Australia will host the latter tournament.

For the first time, Australian audiences will be treated to over 100 international football matches, and at least 50 are available on free-to-air television.

Accessibility is what the women’s game needs right now. People need to be able to watch the games live, and the Paramount deal will help sustain the sport’s growth.

The move is also great news for the betting industry, which relies on live coverage to boost engagement with major sports events.

By visiting an online betting app, sports bettors will be able to place pre-match and live bets on a wide range of markets and follow the action in real-time.

Paramount plans to take the fans behind the scenes into all the nitty gritty details that make the games more exciting. They will use fan engagement initiatives, betting promotions and social media campaigns to better connect with viewers.

“Australian football fans are the winners here,” said Beverley McGarvey, President of Network 10 and Paramount Australia’s Head of Streaming and Regional Lead.

“Never before have fans had such incredible access to the sport they love, ranging from the A-Leagues all the way through to premium international games broadcast on the one free-to-air network and on one of Australia’s fastest growing streaming platforms.

“Perhaps one of the most appealing aspects of the Paramount Australia agreement, which we see as an exciting extension of our coverage of the A-Leagues, is the opportunity for women’s football.”

Broader Implication for Women’s Football

These deals show just how the perception towards women’s football is changing.

Media giants are keen to capitalise on this increased attention to help bridge the coverage gap and introduce new audiences to the sport.

Netflix can make women’s football a cultural phenomenon. They put more eyes on Formula 1 with their critically acclaimed series Drive to Survive, and can do the same with women’s football.

Paramount will ensure the Matildas remain in the spotlight in Australia, inspiring the next generation to take up the sport and dream of representing their nation on the biggest stage.

Netflix and Paramount must focus on ensuring high-quality broadcasts, fixing technical issues and offering affordable payment plans.

The former previously dabbled with live sports and subscribers slammed their delivery, complaining about the quality. They must do better with their women’s football coverage.