WSL FOOTBALL has named global sports marketing agency IMG as its exclusive international media rights representative for the Barclays Women’s Super League (BWSL) and BWSL2 in a new multi-year partnership.
IMG is working with WSL Football to accelerate international growth by deepening relationships with existing broadcasters while opening up new markets.
For the 2025–26 season, the league has already strengthened its international presence through agreements with major broadcasters including Stan Sport (Australia), VG (Norway), Movistar (Spain), Dubai TV (MENA), and Sky Italia (Italy). In addition, expanded distribution will see the BWSL reach new audiences via Qiyi, Huya and Migu (China), GOAT and X-Sports (Brazil), Azam (Sub-Saharan Africa), Fox (Mexico and Central America), and beIN (Southeast Asia). IMG is also collaborating with long-standing partners such as Rogers (Canada) and pan-regional broadcaster W-Sport to further boost coverage, IMG notes in a release.
According to YouGov, the WSL and BWSL2 attracted a combined global audience of 72.1 million in the 2024–25 season.
The list of broadcasters per territory:
* 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
For territories not covered by the broadcast agreements—and for all BWSL2 fixtures—matches will continue to be available globally via the leagues’ official YouTube channel, now featuring an upgraded two-camera set-up to improve the viewing experience for fans everywhere.
WSL Football chief revenue officer Zarah Al-Kudcy said, “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.”
IMG VP football Europe and Africa Hugo Lavell added, “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.”
