Netflix has made history by acquiring the rights to broadcast the 2027 and 2031 Women’s World Cups in the United States. This marks a significant milestone for the streaming service, as it becomes the first time Netflix has secured live broadcast rights for an entire sports tournament.
The announcement was made by football’s global governing body, FIFA, on Friday, following months of negotiations. The deal sets Netflix apart as a major player in the live sports market, traditionally dominated by established networks like ESPN and Fox Sports.
FIFA President Gianni Infantino hailed Netflix’s commitment to women’s football, saying, “As a marquee brand and FIFA’s new long-term partner, Netflix has shown a very strong level of commitment to growing women’s football.”
A Step Forward for Women’s Football
The news comes as women’s sports continue to gain increasing attention worldwide. The 2023 Women’s World Cup, held in Australia and New Zealand, saw Spain defeat England 1-0 in the final. The tournament, which featured thrilling matches and record-breaking performances, helped boost the global profile of women’s football.
This deal signals a new era for women’s sports media coverage, as Netflix aims to bring the Women’s World Cup to a broader audience. The 2027 World Cup will take place in Brazil, while the 2031 tournament’s host remains undecided, with England, the United States, and a joint bid from the UK federations all vying for the honour.
Netflix’s Growing Sports Presence
Netflix’s expansion into live sports has been gradual. The streaming platform has previously dabbled in live events, including the highly publicised boxing match between Mike Tyson and Jake Paul. The fight, which attracted 60 million viewers, was an early experiment in Netflix’s sports broadcasting ambitions. However, technical issues during the event highlighted the challenges the streaming giant faces in live sports production.
Despite these early hiccups, Netflix has continued to invest in sports content. Next week, as part of a three-year deal with the NFL, Netflix will broadcast two Christmas Day NFL matches. This partnership is part of a broader strategy to engage viewers with live sports, particularly as competition from other streaming platforms and traditional broadcasters intensifies.
The Changing Landscape of Sports Broadcasting
For Netflix, the Women’s World Cup is more than just a sporting event—it’s an opportunity to tap into the growing demand for women’s sports content. The 2023 Women’s World Cup was watched by millions globally, with a peak audience of 12 million in the UK alone, where it was broadcast on free-to-air channels BBC and ITV.
FIFA’s Infantino has made it clear that the governing body is committed to ensuring women’s football gets the attention it deserves. Before the 2023 tournament, Infantino threatened to impose a TV blackout in countries like the UK due to what he deemed “disappointing” offers from broadcasters. The message was clear: women’s football deserves more visibility and investment.
A New Frontier for Netflix in Sports
The decision to broadcast the Women’s World Cup represents a significant departure from Netflix’s traditional focus on scripted content. With this move, the streaming service is positioning itself to compete with long-established sports broadcasters like ESPN and Sky Sports. By securing the rights to the Women’s World Cup, Netflix is signalling its long-term intentions to become a key player in the sports broadcasting industry.
However, the deal has raised questions about the future of free-to-air sports broadcasting, especially in countries like the UK, where major sporting events are typically available to the public. The BBC, which has broadcast the Women’s World Cup for years, has confirmed its schedule for the 2025 Women’s Euros, indicating that the fight for women’s sports broadcasting rights will only intensify in the coming years.
The Bigger Picture: Women’s Sports in the Spotlight
This move by Netflix also highlights the growing recognition of women’s sports as a viable and valuable commodity in the global media market. For years, women’s sports have struggled to gain the same level of media attention and financial support as their male counterparts. However, the success of recent tournaments like the 2023 Women’s World Cup, the rise of female athletes as global stars, and increasing public demand for equality in sports are all driving change.
The fact that Netflix, a major streaming platform with millions of subscribers worldwide, has invested in the Women’s World Cup is a testament to the rising value of women’s sports content. The deal not only benefits Netflix, but it also serves to further elevate the profile of women’s football, bringing it to new audiences in the United States and beyond.
