The surge in media deals across the United States and Australia is set to significantly enhance the visibility and reach of women’s football in the coming years. With growing interest and investment, the landscape for women’s sports is evolving rapidly.

In a groundbreaking move, Netflix has secured the live broadcast rights in the US for the upcoming 2027 and 2031 FIFA Women’s World Cups. This strategic acquisition marks a pivotal moment for the platform, signaling its commitment to diversifying content offerings.

Moreover, Paramount has partnered with Football Australia to deliver an extensive array of women’s football matches on Network 10 and Paramount+ through 2028. This collaboration showcases the increasing demand for women’s sports and the potential to engage new audiences and generate revenue.

These initiatives highlight a growing enthusiasm for women’s football that has the power to attract fresh audiences, create new revenue avenues, and significantly impact cultural perceptions.

Netflix’s Strategic Move Sets a New Standard for Women’s Sports in the US

Netflix’s acquisition of rights to the Women’s World Cups in 2027 and 2031 represents a transformative opportunity for the realm of women’s football and the broader sports broadcasting industry. Traditionally, streaming platforms like Netflix have focused primarily on scripted and unscripted content, marking a significant shift towards live sports.

This pivot follows their initial foray into live sports with the boxing match between YouTuber Jake Paul and boxing legend Mike Tyson. Now, their venture into women’s football signifies a strategic expansion aimed at capitalizing on the burgeoning interest in the sport.

This partnership coincides with a pivotal moment for the US Women’s National Team (USWNT), which continues to dominate globally. With four World Cup victories under their belt, the team has taken decisive steps to ensure their continued success, including hiring former Chelsea coach Emma Hayes to usher in a new era.

Given the tournament’s location in Brazil, Netflix’s collaboration will ensure that the US audience enjoys comprehensive coverage of this prestigious event. Additionally, with the US vying to host the 2031 World Cup, this partnership could prove to be a game-changing alliance that significantly enhances the appeal and visibility of women’s football to global audiences.

Paramount’s Collaboration with the Matildas Elevates Women’s Football in Australia

In Australia, the popularity of women’s football has surged, especially following the national team’s impressive fourth-place finish at the 2023 World Cup. This success has translated into record-breaking attendance and viewership, reflecting a growing passion for the sport among Australian fans.

To build on this momentum, Paramount Australia has secured a media rights agreement to showcase matches featuring the Matildas until 2028. This deal grants them exclusive rights to broadcast the 2027 FIFA Women’s World Cup in Brazil and the AFC Women’s 2026 Asian Cup, which Australia will host.

For the first time, viewers in Australia will have access to over 100 international football matches, with at least 50 of them available on free-to-air television. This initiative is essential for increasing accessibility and drawing in new fans, which is crucial for the sustained growth of women’s football.

The agreement is also advantageous for the betting industry, which thrives on live sports coverage and viewer engagement during major events. By utilizing online betting platforms, fans can place pre-match and live bets, enhancing their overall experience while following the action.

Paramount aims to engage fans on multiple levels, offering behind-the-scenes access to the excitement that surrounds the games. Through initiatives like fan engagement campaigns, betting promotions, and robust social media outreach, they seek to forge a deeper connection with viewers.

“Australian football fans are the true beneficiaries,” stated Beverley McGarvey, President of Network 10 and Paramount Australia’s Head of Streaming and Regional Lead. “For the first time, fans will enjoy unparalleled access to the sport they cherish, ranging from the A-Leagues to premium international matches on a single free-to-air network and one of Australia’s fastest-growing streaming platforms.

“An exciting aspect of this Paramount Australia agreement is its potential to expand our coverage of the A-Leagues while simultaneously promoting women’s football.”

The Transformative Impact of Broadcast Deals on Women’s Football

The recent broadcast deals illustrate a significant shift in how women’s football is perceived within the sports media landscape. Major media companies are eager to leverage this growing interest to close the coverage gap and introduce new audiences to the sport.

With Netflix’s potential to make women’s football a cultural phenomenon akin to their previous success with Formula 1 through the acclaimed series Drive to Survive, there is an opportunity to elevate the profile of women’s football dramatically.

Similarly, Paramount’s commitment to keeping the Matildas at the forefront of Australian sports will inspire future generations to pursue the sport and dream of representing their country on the international stage.

Both Netflix and Paramount must prioritize delivering high-quality broadcasts, addressing technical issues, and offering affordable payment options to ensure a positive viewing experience. Past attempts to cover live sports have faced criticism from subscribers regarding quality, underscoring the need for improvement in their women’s football coverage.