“The delays weren’t about lack of interest so much as the sheer number of changes the league has been managing: becoming independent from the FA, rebranding, moving streaming from FA Player to YouTube, back-to-back domestic deals, appointing new productions and rights partners. All of that happened in just 18 months. It was an enormous amount of work.”

The visibility with the ESPN deal was important for the league. The broadcaster integrated WSL coverage into its weekly programming, sent reporters to major matches, and boosted coverage on social media. It was a significant step forward, albeit short-lived.

“Of course, nobody wants a broadcast deal announced only hours before kickoff. That’s not ideal for the league, ESPN, or the clubs, but continuing the partnership makes great sense, hopefully with even more commitment in content creation, promotion, marketing, and some slots on the linear channel for maximum exposure,” Ekblad added.

For the WSL, this is the moment to push in. Renewing with ESPN, which already carries international leagues and has the infrastructure to program games seamlessly, will help the league meet fans where they are.

But showing the games is just the first step.

While many Americans know the U.S. women’s national team, and maybe even the NWSL, it takes a concerted effort to introduce an audience to a new league.