WSL appoints IMG to boost global reach
WSL Football has appointed global sports marketing agency IMG as its exclusive international media rights representative for the Barclays Women’s Super League (BWSL) and BWSL2.
The new multi-year partnership will see IMG work 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, a number of new broadcast deals have been secured, including with Stan Sport in Australia, Movistar in Spain, Dubai TV in MENA, SkyItalia in Italy, and GOAT and X-Sports in Brazil. The leagues will also gain increased exposure through major platforms in China (Qiyi, Huya and Migu), Mexico and Central America (Fox), and Southeast Asia.
According to YouGov, the leagues reached a combined global audience of 72.1m in the 2024-25 season, highlighting the growing international demand for elite women’s football.
Zarah Al-Kudcy, Chief Revenue Officer, WSL Football, 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.”
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.”
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