English clubs in the Women’s Super League (WSL) and Women’s Championship (WC) have unanimously agreed to establish NewCo, an independent organization responsible for operating the top two women’s soccer leagues in England. Former investment banker and Nike executive Nikki Doucet has been appointed as the CEO of NewCo, which is a working title, effective immediately. NewCo aims to assume control of both leagues by the start of the 2024-25 season.
Doucet expressed her enthusiasm for the venture, stating, “Together, we now have an opportunity to see further transformational growth across our leagues by maximizing the unique qualities, values, and principles that we see in the women’s game, and keeping the players and the fans at the heart of everything we do.”
Under the new structure, WSL clubs will receive 75% of revenue, while WC clubs will claim the remaining 25%. WSL clubs will also have voting power on commercial and broadcast agreements. Initially, WC clubs reportedly rejected the deal but were later convinced by the Football Association’s (FA) argument in favor of the arrangement.
The FA, which currently oversees both the WSL and WC, has long considered this arrangement temporary. In July 2022, ahead of the Women’s Euro tournament, the FA announced its intent to establish an independent organization to operate the top two women’s leagues, following a model similar to their male counterparts and the National Women’s Soccer League (NWSL) in the United States. The FA fully supports the creation of NewCo and will participate in the transition.
Baroness Sue Campbell, FA director of women’s football, praised Doucet’s appointment, stating, “Nikki is a very exciting appointment as CEO – her passion, determination, experience, and acumen, coupled with the unified approach of our clubs, is the perfect combination as we look to the future with the NewCo.”
The popularity of women’s soccer in England has been steadily rising, particularly after the national team’s success in recent tournaments. Attendances and viewership for both the national team and domestic leagues have increased, presenting various business opportunities for the WSL and WC. One significant opportunity is securing a new domestic broadcast deal, which NewCo, under Doucet’s leadership, will be responsible for. The current agreement with Sky and the BBC expires at the end of the 2023-24 season, and NewCo is expected to negotiate a more valuable deal, considering the growing demand for women’s soccer domestically and internationally.
The NWSL’s recent four-year broadcast deal with CBS, ESPN, Amazon, and Ion could serve as a reference point for NewCo’s negotiations.