NWSL Commissioner's Bold Move: Lessons from the Victory+ Experience

This summer, the NWSL made a strategic decision to pivot matches away from the now-defunct Dallas Stars-backed streaming service Victory+, transitioning many of them to The Roku Sports Channel. The collapse of Victory+, which occurred in early September, highlighted the risks associated with emerging media partnerships, particularly in an industry still wrestling with visibility and support for women’s sports.

At the recent Tuned In summit hosted by Front Office Sports, NWSL Commissioner Jessica Berman addressed the fallout from the Victory+ deal, acknowledging that the outcome was “definitely not ideal.” Despite this, Berman expressed satisfaction with the league's swift reaction to the situation, which arose due to non-payments, as reported by The Athletic.

“I think if you’re a business that defines yourself as innovative and forward-thinking, you’re going to find yourself in situations that don’t always go the way you want them to,” Berman stated. This perspective reflects the league's commitment to taking calculated risks for the sake of growth—something particularly vital as they navigate the game's increasing visibility and fan engagement.

Turning Adversity into Opportunity

Berman emphasized that the NWSL typically approaches decisions through a "lens of opportunity," enabling more risk-tolerant choices like the initial partnership with Victory+. The missed opportunity with Victory+ is disappointing, yet it serves as a learning moment, reinforcing the league’s dedication to innovation and adaptability. “We did learn from this experience and can make more disruptive decisions that might pave the way for better outcomes in the future,” she mentioned.

In response to the disruption caused by Victory’s collapse, the NWSL quickly shifted its broadcasting strategy, first reallocating matches to their own NWSL+ platform before finalizing a deal with Roku. According to Berman, “upwards of hundreds of thousands of people” have already engaged with Roku's dedicated NWSL platform each month, signaling that fans remain eager for access to their favorite teams.

Berman noted that the process of shopping the former Victory+ rights turned out to be competitive and beneficial. Instead of sinking into despair over the setbacks, it provided the league with a unique opportunity to gauge interest in NWSL media rights moving forward. “Candidly, it gave us the ability to examine the market for women’s sports,” she said.

The Future of NWSL Media Rights

Looking ahead, Berman addressed the NWSL's upcoming media rights negotiations. The current agreements with CBS, ESPN, Prime Video, Scripps Ion, and Roku are set to expire after the 2027 season. Berman indicated that all partners have expressed enthusiasm about continuing their relationships with the NWSL, but she acknowledged the fragmentation of broadcast rights across platforms can create challenges for fans.

“This fragmentation is a dynamic we’re participating in, though not one we created,” she remarked, hinting at the complexities leagues face when distributing their media content across various outlets. While the exact terms and length of the desired future deal remain undisclosed, Berman hinted that the upcoming 2031 Women’s World Cup will factor significantly into the next agreement.

Compounding the excitement around upcoming media rights, the NWSL's collective bargaining agreement with its players association concludes in 2030. Berman drew parallels between the NWSL and WNBA, noting how the latter’s recently negotiated historic CBA could serve as a benchmark for the value of women’s sports. The WNBA’s $3.1 billion media rights deal marks a critical moment in the push for equitable investment and visibility in women’s sports, which Berman believes benefits all leagues navigating these turbulent waters.

“The momentum around women’s sports is undeniable,” Berman asserted. “When the WNBA wins, we win, too.” This sentiment encapsulates the growing recognition and support for women athletes, reinforcing that the NWSL is poised to leverage this momentum as it makes strides in the next phase of media negotiations.

As the NWSL continues to navigate these complexities, the lessons learned from the failed Victory+ partnership will inform future strategies, ensuring the league maintains its innovative edge while striving for greater fan engagement and broader reach.