NWSL expands Amazon partnership to improve fan experience

The National Women's Soccer League deepens its partnership with Amazon, adding new features that bring fans closer to the league, teams, and players.

The National Women’s Soccer League (NWSL), an American professional women’s soccer league, has announced an expanded agreement with Amazon, an American multinational corporation, to provide fans with a better experience.

This multi-year deal builds on their past agreement and adds new features for fans to connect with the league, teams, and players.

Just like before, Prime Video will continue to exclusively show 27 NWSL games each season. Notably, Amazon has also launched a dedicated NWSL Fan Shop, making it the exclusive retail sponsor of the NWSL. Fans can easily find jerseys, scarves, and other gear to cheer on their favourite teams.

Amazon Prime is also now the presenting partner for the prestigious NWSL Best XI Awards, which honour the league’s top players.

This partnership is a big win for the NWSL. Fans now have a central place to watch games and buy merchandise, making it easier to be a fan and building a stronger NWSL community. The deal also shows that Amazon, like with the recent involvement in European women’s soccer, is increasingly interested in women’s sports.

NWSL, Chief Marketing & Commercial Officer, Julie Haddon, said, “We could not be more excited to continue to integrate Amazon more deeply into the NWSL family as they become our exclusive retail sponsor. Amazon’s global reach and customer-centric approach pairs perfectly with the NWSL’s fan-forward ethos. This partnership will not only amplify the NWSL’s fandom and growth, but will also offer our fans an easy and accessible way to support their favorite teams and athletes.”

Amazon, once an online bookstore, now sells nearly everything and also offers cloud computing, stream movies and music (Prime Video and Music), and owns companies like Whole Foods. This tech giant is a one-stop shop for many.

The NWSL is the top professional women’s soccer league in the United States. Founded in 2012, it features teams across the country and showcases some of the world’s best female footballers. Last month, the league announced Google Pixel as the official mobile phone partner. The new season kicks off its 12th season on March 16. The first match features Kansas City hosting the Portland Thorns FC.

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