Nikki Doucet on the Future of Women’s Football
Nikki Doucet, the newly appointed CEO of the English women’s professional football scene, is optimistic about the transition of the Women’s Super League (WSL) and Championship’s streaming platform to YouTube, seeing it as a pivotal move to expand the game’s audience. Doucet emphasized that this shift will significantly enhance the visibility of women’s football, making it more accessible to fans worldwide.
In her plans, Doucet highlighted the necessity of attracting more investors, akin to Michele Kang, the owner of the London City Lionesses. She aims to engage owners who are committed to fostering growth and driving revenue within clubs. The transition to YouTube will serve as a primary streaming service for all non-televised WSL matches and select Championship games starting from the 2024-25 season, replacing the previous FA Player platform.
With the WSL’s broadcast arrangement set to expire after last season, the deal was extended by the BBC and Sky Sports for an additional year in April. Doucet pointed out that the YouTube platform can provide compelling data to support the value of both leagues when the media rights are up for tender next year. She stated, “When we are going to market, we are including both the WSL and the Championship (broadcast rights).”
To illustrate the impact of the switch, Doucet mentioned the impressive viewership numbers: “We had 55,000 people watch the (London City Lionesses vs Newcastle United) game on YouTube on Sunday. When you think about that versus the FA Player, the highest number ever recorded last year was just 4,500. This shows our potential to reach a broader audience.”
Doucet emphasized the importance of elevating the Championship alongside the WSL. “Our focus is on increasing reach and visibility for the Championship. We are being strategic with our marketing and commercial efforts to ensure that we are promoting the Championship effectively,” she added. “By leveraging YouTube, we can tell more stories and engage with a larger audience.”
Investment in the YouTube channel is crucial, allowing for measurable views and engagement metrics that can be used to demonstrate the leagues’ growth potential. “Over time, we aim to build a comprehensive data set to showcase our reach and engagement, which will be vital when we return to the market for media rights in 2025-26,” Doucet explained.
In a related note, the Football Association’s (FA) outgoing director of women’s football, Baroness Sue Campbell, previously mentioned exploring the possibility of exempting the women’s game from the 3pm television blackout, which currently restricts matches from being broadcast in the UK between 2.45pm and 5.15pm on Saturdays. Doucet acknowledged these discussions but clarified, “At the moment, it is not an option.”
Doucet further elaborated on the financial support mechanism in place for the Women’s Professional Leagues Limited (WPLL), which received a £20million ($25.2m) interest-free loan from the Premier League. This loan is aimed at assisting the growth of the women’s game, with repayment contingent on reaching £100 million in annual revenue. “This is a long-term loan with favorable terms,” she said. “It allows us the necessary space to grow without immediate financial pressure.”
Addressing the importance of long-term investment, Doucet pointed to the example of U.S. entrepreneur Michele Kang, who recently acquired the London City Lionesses. Kang’s investment has already led to significant developments, including high-profile signings such as Sweden international Kosovare Asllani and the acquisition of a new training facility. “Investing in women’s football today carries a different risk profile compared to the men’s game,” Doucet noted. “We need to attract investors who understand this and are willing to commit for the long haul.”
“Our biggest challenge lies in generating revenue rather than managing costs,” she continued. “To establish a professional club with the right infrastructure requires substantial investment. Owners like Michele Kang see the long-term vision, recognizing that this journey necessitates patience and a commitment to growth.”
Doucet concluded by emphasizing her commitment to maximizing value at every stage of growth for the women’s game. “The market will ultimately dictate the value we can derive, and our focus will be on optimizing every opportunity,” she asserted.
(Tom Dulat/Getty Images)
