WSL Football appoints IMG to supercharge international media rights growth

WSL Football has appointed global sports marketing agency IMG as its exclusive international media rights representative for its Barclays Women’s Super League (BWSL) and BWSL2 tournaments in a new multi-year partnership.

As global interest in BWSL and BWSL2 continues to soar, IMG is working with WSL Football to drive further international growth by strengthening broadcaster relationships in existing markets and expanding into new territories.

For the 2025-26 season, WSL Football and IMG have enhanced the quality of broadcasters distributing the BWSL, through deals secured with key channels in Australia (Stan Sport), Norway (VG), Spain (Movistar), MENA (Dubai TV) and Italy (SkyItalia). The league will also benefit from an uplift in exposure, through deals with major platforms in China (Qiyi, Huya and Migu), Brazil (GOAT and X-Sports), Sub-Saharan Africa (Azam), Mexico and Central America (Fox), and Southeast Asia (beIN).

Additionally, IMG’s global teams are working with current broadcast partners to extend distribution and visibility for the upcoming season, including Rogers for Canada and pan-regional broadcaster W-Sport.

According to YouGov, the leagues reached a combined global audience of 72.1 million in the 2024-25 season—underscoring the surging international appetite for elite women’s football.

Zarah Al-Kudcy, Chief Revenue Officer, WSL Football: “IMG brings a wealth of experience, expertise, and crucially in-market global relationships, making them the ideal partner to elevate the international visibility of the BWSL. In a short time, they’ve already proven their value—demonstrating their commitment and the significant impact they can make in growing the women’s game worldwide.”

Hugo Lavell, VP, Football, Europe & Africa, IMG, said: “WSL Football has built a loyal, international fanbase for its leagues and we believe the BWSL has all the ingredients to become one of the UK’s most popular sporting exports. We are delighted to embark on this partnership with WSL Football, powered by our passion for driving the global profile and commercial appeal of elite Women’s Football.”

The list of broadcasters per territory in their entirety are outlined below. For BWSL territories not listed below and for fans of the BWSL2, fixtures will be broadcast globally via the leagues dedicated YouTube channel, featuring an upgraded two-camera set-up to enhance the viewing experience for all fans.

Broadcast Partners for 2025–26 Season

• Australia – Stan Sport/Nine
• Belgium – RTL
• Brazil – GOAT and X-Sports
• Canada – Rogers
• China – Migu, Hayu and iQiyi
• Croatia & Slovenia – SportKlub
• Israel – Charlton
• Italy – Sky Italia (highlights only)
• Japan – U-Next
• MENA – Dubai TV
• Mexico & Central America – Fox
• Netherlands – Ziggo
• Norway – VG
• Pan Regional – W-Sport
• South East Asia – beIN Sports
• Spain – Movistar
• Sub Saharan Africa – Azam TV

IMG represents media rights for global football properties including the National Women’s Soccer League (NWSL), Arabian Gulf Cup (AGCFF), South American Football Confederation (CONMEBOL), Saudi Pro League (SPL), the Eredivisie, and Football Australia. It also produces content for some of the world’s biggest leagues, including the Premier League, English Football League (EFL), Major League Soccer (MLS), SPL and CBS’ UEFA Champions League and Europa League coverage.