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Thesis
"Prime time" for progress: the NWSL broadcast deal & redefining women's soccer coverage
Master of Science (M.S.), Drexel University
Mar 2025
DOI:
https://doi.org/10.17918/00010877
Abstract
This study examines the 2024 National Women's Soccer League (NWSL) broadcast deal and its effect on the accessibility of women's soccer in the United States. The NWSL's distribution partnerships with networks CBS, ESPN, ION, and Amazon Prime Video were analyzed to assess the deal's impact on the visibility of NWSL and fan engagement across various platforms. Furthermore, this thesis explores the potential long-term effects of the broadcast deal on audience growth, media representation, and promotional opportunities for the league. To better understand these areas, the researcher utilized data from interviews with key stakeholders -- including broadcasters and social media strategists -- as well as a fan survey. Findings show that, in its first year, the deal has increased viewership and successfully exposed the league to new audiences. However, areas for further growth remain, particularly regarding accessibility. This study contributes to the broader context of women's sports by offering insights into the correlation between media exposure, growth, and sustainability. As a result, the 2024 NWSL broadcast deal can serve as a model for other women's leagues seeking to increase their visibility and engagement.
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Details
- Title
- "Prime time" for progress
- Creators
- Joella Chase
- Contributors
- Michelle McHugh (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vii, 137 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991022041072704721