A+E Networks has bought an equity stake in the National Women’s Soccer League and A+E’s Lifetime cable channel will become the broadcast partner and a sponsor of the league for three years.
“As a former college athlete, I know the importance of sports in the lives of women and girls and I couldn’t be more thrilled to join forces with NWSL and U.S. Soccer to ensure professional women athletes are elevated as the entire country can watch and be inspired by their strength and athleticism. The teams are filled with some of the best professional players in the world, and we are proud to welcome them to Lifetime,” A+E CEO Nancy Dubuc said in a statement.
The media company and the league have formed a joint venture, NWSL Media, that will act as the media and commercial arm of the league and oversee broadcast and sponsorship rights. NWSL Media will also manage the league’s digital assets, including the redesigned NWSLSoccer.com and a new app. Lifetime will schedule a NWSL Game of the Week on Lifetime on Saturdays at 4 p.m., marking the first time a league game is carried on national TV on a regular basis. Player jerseys will carry a Lifetime patch on their right sleeve.