The WSL kick-off in numbers
The Women’s Super League returned this weekend, kicking-off the 2025/26 season after another landmark summer for the Lionesses.
While attention was on the action on the pitch, there’s plenty happening off it too. From record sponsorships to global broadcast deals, new partners and historic firsts, here are five business figures shaping the WSL this season.
Record Title Sponsorship & TV Deal
The WSL enters 2025/26 backed by its most lucrative commercial cycle yet:
A new £65m domestic broadcast deal with Sky Sports and the BBC runs until 2030, showing up to 118 live matches per season and ensuring near-full visibility for fans across the UK.
Barclays’ £45m title sponsorship (three years) continues to lead the way.
New Sponsors Power Fan Engagement
British Gas joined as an official partner, tying in energy discounts with Sunday fixtures and offering ticket giveaways.
Buzz16 was appointed as the BBC’s live production partner for WSL matches, boosting broadcast quality and fan access.
Together, these partnerships link household brands directly to matchday experiences.
IMG Drives Global Reach
The league appointed IMG as its exclusive international media rights partner, securing 13 new overseas broadcasters ahead of the season, including deals with Movistar (Spain), Stan Sport (Australia), and beIN Sports (Southeast Asia). This marks the WSL’s broadest global footprint to date.
Nike Signs League-Wide Partnership
Nike expanded its WSL partnership this summer, covering the WSL, Championship, and League Cup. The multi-year deal includes:
Supplying boots and gloves to players without personal contracts (over 250 players signed up already).
Launching the first ever league-branded lifestyle merchandise range, opening new commercial and retail streams.
Expansion & Milestone Openers
The opening weekend of the 2025/26 season showcased the league’s evolution: London City Lionesses debuted as the first independent WSL club, backed by a record £1.4m signing of Grace Geyoro and a front-of-shirt deal with athlete-led brand TOGETHXR.
WSL and Championship clubs have unanimously voted to expand the top tier to 14 clubs from 2026/27, with a new playoff system introduced this season to manage promotion/relegation.
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