WSL Football appoints IMG to supercharge international media rights growth
Picture: Charlotte Tattersall, The FA, Getty Images
WSL Football has appointed global sports marketing agency IMG as its exclusive international media rights representative for its Women’s Super League (WSL) and WSL2 tournaments in a new multi-year partnership.
As global interest in WSL and WSL2 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 WSL, 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, commented: “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 WSL. 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 WSL 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.”
Fixtures will also be broadcast globally via the leagues dedicated YouTube channel, featuring an upgraded two-camera set-up to enhance the viewing experience for all fans.