Women’s football enters the 2025–26 season with a wider, more coherent distribution plan. The Barclays Women’s Super League (WSL) has named IMG as its exclusive international media-rights representative in a new multi-year agreement and confirmed a fresh slate of broadcast partners across key markets. Alongside that, a strengthened YouTube strategy ensures global reach where linear partners aren’t in place—while the UK moves to full live coverage of every match across the top two tiers.
The headlines
- IMG takes the reins internationally through a multi-year, exclusive representation deal for WSL Football’s leagues.
- 13 new international broadcasters join the portfolio for 2025–26.
- YouTube remains the global safety net for non-partner territories and for BWSL2, with upgraded multi-camera production.
- UK: every match live for the first time via a new five-year partnership with Sky Sports and BBC Sport.
International distribution: who’s showing the WSL in 2025–26
WSL Football has confirmed the following broadcast partners by territory. Where a territory isn’t listed, fixtures will be available globally via the leagues’ dedicated YouTube channel (with enhanced camera set-ups); BWSL2 is also available on YouTube.
- Australia — Stan Sport/Nine
- Belgium — RTL
- Brazil — GOAT and X-Sports
- Canada — Rogers
- China — Migu, Hayu, 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
Programming detail: exact game selections per broadcaster will be posted on the WSL website ahead of each match weekend. Games not selected for broadcast—and fixtures in territories without a partner—will stream live on the Barclays WSL YouTube channel.
UK rights: total live coverage across the top two tiers
The 2025–26 season begins a five-year domestic partnership with Sky Sports and BBC Sport that guarantees live access to every WSL match.
- Sky Sports
- Up to 118 matches across the season.
- 78 fixtures aired exclusively on Sky platforms, including all matches on the final weekend.
- 34 matches shared non-exclusively between Sky Sports and the Barclays WSL YouTube channel (which continues to stream selected games each weekend using a four-camera set-up).
- 7 additional matches simulcast on both Sky Sports and BBC Sport.
- BBC Sport
- 21 matches in total.
- 14 exclusive broadcasts on BBC TV.
- 7 shared on BBC iPlayer and BBC digital platforms.
Why this package works
1) Reach with redundancy. IMG’s market-by-market deals deliver local relevance; YouTube provides universal availability where needed. That dual-track approach grows habitual viewing without leaving fans stranded.
2) Production uplift where it matters. The shift to enhanced, multi-camera YouTube coverage raises baseline quality, making non-televised matches watchable and sponsor-ready.
3) Simpler fan messaging. “Every game is live” in the UK removes friction. Internationally, a named home for each territory plus a global backup reduces search costs for casual viewers.
4) Inventory for partners. More aired fixtures mean more premium environments—linear and digital—for brands seeking consistency across a season rather than sporadic tent-poles.
5) Pathway for tiers. Explicit inclusion of BWSL2 on YouTube strengthens the pyramid, helps scouting and story-building, and widens the funnel for new fans.
What changes for fans (quick guide)
- In the UK: watch every WSL match live via Sky Sports or BBC Sport, with a subset also available on the Barclays WSL YouTube channel.
- Outside the UK: check your local broadcaster above each week; if your country isn’t covered, matches will stream on the WSL YouTube channel.
- BWSL2: available globally on YouTube.
What to watch next?
- Weekly selections: keep an eye on the WSL website for the finalised game lists by broadcaster.
- Digital shoulder content: expect more highlights, shoulder programming, and match-week storytelling as partners seek to activate consistently across markets.
- Data-driven scheduling: closing-weekend full coverage on Sky hints at stronger, narrative-aware picks as the title, European spots, and survival races crystallise.
365247 Media take
This rights plan blends portfolio breadth with platform clarity. The WSL’s choice to keep YouTube as an always-on outlet—while stepping up production—should sustain audience growth in developing markets and maintain continuity for BWSL2. In mature markets, the UK promise of full live coverage is the kind of simplicity that builds weekly rituals. For brands, the season now offers more predictable, high-quality windows to activate across both broadcast and owned digital ecosystems.
If you’re a rights-holder or sponsor looking to structure multi-market activation around this footprint—measurement, FMV guardrails for digital inventory, and creator-led localisation—we can design a package that travels.
