Announced today, a deal between the NWSL and theSkimm, a women-focused digital media company owned by Ziff Davis, makes the platform the league’s official media partner.
TheSkimm gets a stable source of women’s sports content readers have been asking for, while providing the league with access to more than just the sports vertical.
“Our goal is to position theSkimm as the best way for brands to engage female audiences around women’s sports,” said Nicole Cleary, theSkimm’s svp of sales. “We’re uniquely positioned to introduce the NWSL to new audiences, which was one of their main objectives, as it relates to the partnership, including people who may not necessarily be into sports.”
As media takes greater interest in women’s sports and teams, athletes, and leagues permeate more corners of culture, a partnership between the NWSL and theSkimm seems increasingly natural—if not overdue.
TheSkimm already produces its Skimm Sports vertical and newsletter covering men’s and women’s sports through its newsletter, guest athlete interviews, and the Well Played podcast recapping the week’s events. The NWSL partnership would add league coverage to all of it while providing theSkimm access to highlights, on-field video, behind-the-scenes interviews, and campaigns with league partners.
But both the NWSL and theSkimm see greater potential for the partnership beyond the confines of sports. Currently, theSkimm has Olympic gold medalist and University of South Carolina championship basketball coach Dawn Staley as a podcast guest alongside interviews with restaurateur Alice Waters and Ghia founder Melanie Masarin.
In theSkimm’s spaces for money, wellness, parenting, shopping, games, and celebrity, the NWSL sees the opportunity to either introduce viewers to its league or draw them closer.
“The partnerships that we’re building at the NWSL, like it’s not just about a press release or impressions or anything tactical—it’s about building something with brands that want to stand for something, that are investing in equity, relevance, and cultural momentum,” said Matt Soloff, the NWSL’s svp of business development. “That’s where theSkimm is amazing, because they show up every day for ambitious, smart women, and that’s who our players are, that’s who our fans are.”






