Nikki Doucet, the CEO of the English women’s professional game, believes that transferring the Women’s Super League (WSL) and Championship’s streaming platform to YouTube will enhance the game’s outreach.
Doucet also mentioned that there is a “long-term” plan in place to repay the £20million ($25.2m) loan provided by the Premier League to Women’s Professional Leagues Limited (WPLL, previously NewCo). She expressed her goal to attract more investors like London City Lionesses’s Michele Kang to support clubs and generate revenue.
The WSL and Championship have shifted their primary streaming service to YouTube channels for the 2024-25 season, replacing the FA Player. This change allows all non-televised WSL matches and selected Championship games to be viewed globally on the platform.
The broadcast deal for WSL was scheduled to end last season but was extended for another year in April by the BBC and Sky Sports. Doucet believes that the move to YouTube can showcase the value of both leagues when the media rights are up for bidding again next year.
“When we go to the market, we are bundling both the WSL and the Championship (broadcast rights),” Doucet stated.
“On Sunday, we had 55,000 viewers for the London City Lionesses vs Newcastle United game on YouTube. By contrast, the most viewers on the FA Player last year was 4,500.
“Our focus now is to increase reach, elevate the Championship appropriately, and concentrate on it. Hence, we are carefully considering the marketing and commercial aspects to enhance the Championship.
“The more value we can derive from there, the better for everyone and the WSL. Expanding the reach of the Championship, having a presence on YouTube, attracting more viewers, telling compelling stories through our channels in a strategic manner.
“We are investing in the YouTube channel to garner views and demonstrate our progress effectively. As time progresses, we will build up data to showcase the views, engagement, audience, and reach. Then, we can revisit the market to maximize value in those areas.
“Our media rights will be up for grabs in 25-26, and we will be evaluating both properties.”
Doucet was appointed WPLL CEO in November (The Football Association – Women’s Pro Game/Nina Farooqi)
Baroness Sue Campbell, the outgoing director of women’s football at the Football Association (FA), had mentioned last year that they were exploring the possibility of exempting women’s games from the 3pm television blackout to attract regular viewership.
Article 48 of UEFA’s statutes prohibits broadcasting games between 2.45pm and 5.15pm on Saturdays in the UK to protect stadium attendance. Although Doucet stated that they had looked into potential changes to the 3pm blackout, she suggested that it is currently not a viable option.
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The Premier League’s chief executive, Richard Masters, disclosed to a government committee in January that Premier League clubs had approved a loan to WPLL amounting to £20million ($25.2m). This loan is expected to be interest-free and repayable only when the annual revenue reaches £100m.
“Considering the size of the business, this is the appropriate amount of capital at present,” Doucet clarified. “It is indeed a loan that we must repay eventually.
“The loan has favorable terms with no interest, which is highly beneficial, coupled with a cooperation agreement. We need to achieve specific revenue thresholds or abide by a timeframe. However, this timeframe is long-term to provide us with the opportunity to expand and grow substantially.”
Regarding revenue generation and investor attraction, Doucet stressed the importance of having a long-term perspective and highlighted the impact of U.S. businesswoman Kang’s involvement after acquiring London City Lionesses in December.
Her investment led to a significant activity during the summer transfer window for the Championship team, with notable signings like Sweden international Kosovare Asllani and young forward Isobel Goodwin from Sheffield United. The club also acquired a new training facility, currently undergoing renovation.
“Investing in women’s football today, given the stage of maturity of the business, requires a different type of capital and risk profile compared to men’s football,” Doucet emphasized.
“We need to attract investors who believe in the community purpose and a growth trajectory based on future business metrics but with the capacity to invest ahead of revenue. Our primary challenge lies in revenue generation rather than cost containment.
“Running a professional club and establishing adequate infrastructure require financial resources. Individuals like Michelle Kang or some larger clubs’ owners are investing with a vision for the future. They understand that this is a decade-long journey, not a quick return in two to three years.
“Our current focus is to maximize value at each stage of the growth process. The market dynamics will determine what we can achieve and leverage in terms of value. Our goal is to be relentless in this pursuit every day.”
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(Tom Dulat/Getty Images)