Nikki Doucet, the CEO of the English women’s professional game, is confident that moving the Women’s Super League (WSL) and Championship’s streaming platform to YouTube will significantly expand the game’s reach. This strategic move comes as part of a broader effort to enhance the visibility and commercial viability of women’s football in England.
Doucet also disclosed that there is a “long-term” plan in place to repay the £20 million ($25.2 million) loan provided by the Premier League to Women’s Professional Leagues Limited (WPLL, formerly known as NewCo). Additionally, she expressed her commitment to attracting more investors like London City Lionesses’s owner, Michele Kang, who have shown a willingness to invest in clubs and drive revenue growth.
The decision to migrate the WSL and Championship’s primary streaming service to YouTube for the 2024-25 season marks a significant shift from the previous platform, the FA Player. This change aims to make the case for the value of both leagues as they prepare to renegotiate media rights deals in the future.
Doucet highlighted the success of the recent London City Lionesses vs Newcastle United game, which attracted 55,000 viewers on YouTube, compared to a peak of 4,500 viewers on the FA Player. She emphasized the importance of maximizing reach and engagement, particularly for the Championship, to create a compelling narrative that can attract more viewers and potential investors.
As the media rights for the WSL and Championship are set to expire in 2025-26, Doucet emphasized the need to showcase the growth and potential of both leagues to maximize their commercial value. The transition to YouTube is seen as a crucial step in building a stronger case for future broadcast deals.
In terms of revenue generation and investor attraction, Doucet stressed the significance of having a long-term vision for the women’s game. She cited the example of Michele Kang’s investment in London City Lionesses, which resulted in significant player acquisitions and infrastructure improvements for the club. Doucet underscored the need to find investors who believe in the long-term growth potential of women’s football and are willing to invest ahead of immediate returns.
Overall, Doucet’s strategy focuses on maximizing the value of the WSL and Championship at every stage of their growth journey. By leveraging platforms like YouTube, attracting visionary investors, and emphasizing long-term sustainability, she aims to propel English women’s football to new heights of success and recognition.
