The women’s soccer boss says the WSL YouTube switch will expand the reach of the game

Nikki Doucet, CEO of the English women’s professional game, says that running the Women’s Super League (WSL) platform and Champions League on YouTube will increase the reach of the game.

Doucet also confirmed there was a “long-term” deadline to repay the £20million ($25.2m) loan granted by the Premier League to Women’s Professional Leagues Limited (WPLL, formerly NewCo), and he said his job is to find more such owners. Michele Kang of London City Lionesses to invest in clubs and fundraise.

The WSL and Championship YouTube channels have replaced FA Player as the main divisional streaming service for the 2024-25 season, with all non-televised WSL matches and Championship matches available seen around the world on stage.

The WSL’s broadcast deal was due to expire at the end of last season and in April it was extended for another year by the BBC and Sky Sports. Doucet said the move to YouTube could help make the case worthwhile for both groups when media rights come up for bid again next year.

“When we go to market, we include the WSL and the Championship (broadcast rights),” Doucet said.

“We had 55,000 people watch the (London City Lionesses vs Newcastle United) game (on YouTube on Sunday). When you think about that vs FA Player. I think the best FA Player last year was 4,500.

“So our job at the moment is to make sure that we have a lot of reach, that we present the Championship in the right way, that we focus on it. So there’s a careful look from a marketing and commercial point of view, in terms of what we can do for the Championship.

“The more value we can get there, the better it is for everyone and the WSL. If we can do more with the Championship, bring them to YouTube, bring more people, repeat many stories, using our channels in the right way.

“We’re investing in the YouTube channel to make sure we get views and we can point that in the right direction. And over time, we’re building ​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​ able to show that these are impressions, this is engagement, this is audience, this is reach. And now we have the ability to go back to the market and see where we can add value to that data.

“Our media rights are available for 25-26, and we will look at both properties.”

The outgoing director of women’s football of the Football Association (FA) Baroness Sue Campbell said that last year the governing body was investigating whether the women’s game could be exempted from television blackouts. three in the evening to help attract regular listeners.

Under Article 48 of the UEFA rules, the FA bans matches from being broadcast between 2.45pm and 5.15pm on Saturdays in the UK to protect stadium attendees. Doucet added that while they were evaluating possible changes at 3pm, “at the moment it’s not an option”.

Premier League chief executive Richard Masters told a government committee in January that Premier League clubs had agreed to go on loan to WPLL. This was for £20million ($25.2m) and was expected to be interest-free and payable only when it reached £100m in annual revenue.

“Based on the size of the business, it’s the right amount today,” Doucet explained. “It’s a loan. We have to pay for it sometime.

“It is a long-term loan with good terms. It’s not for profit, which is great, and it comes with that partnership agreement. So we have to reach certain means of money to pay it, or there is time, but it is a long time to enable us to have room to grow. ”

In terms of fundraising and attracting investors, Doucet stressed the importance of a long-term vision and highlighted the example of American entrepreneur Kang after winning the London City Lionesses in December.

Washington Spirit’s investment in Lyon Feminin has led to a busy summer window for the Championship side, with signings including Sweden international Kosovare Asllani and youngster Isobel Goodwin from Sheffield United. The club has also purchased and is in the process of renovating a new training facility.

“Investing in the women’s game today, depending on where we are in the growth phase of the business, is a different type of investment and risk level than investing in the men’s game today,” Doucet added.

“We have to find investors here who believe in the concept of social purpose, of a growth story built on business metrics going forward but with the ability to invest before money. Our biggest challenge is the challenge of revenue, not necessarily a cost challenge.

“Being a professional team, providing the right services, requires money. It’s someone like Michelle Kang or some of the bigger teams now, the owners are investing, they believe in that future. They’re like: we understand that this is a ten-year journey. This is not like coming back immediately in two or three years.

“And our job now is to maximize value at every point of the growth journey. The market will dictate what we can take out and what we can add based on value. And our job is to remember that every day. ”

(Tom Dulat/Getty Images)