Apple inks WSL deal amid white space in European women’s soccer for tech brands, streamers

The GIST: Yesterday, tech giant Apple announced an extensive partnership with the Barclays Women’s Super League (WSL) and Women’s Super League 2 (WSL 2), the top two tiers of women's pro soccer in the U.K. Through the deal, each team will utilize the latest Apple products to capture and analyze game footage in real time.

• While Apple has an established presence in men’s sports, this marks the brand’s first deal in women’s soccer and its first with a women’s sports league in Europe, signaling that the WSL is a place where brands want to be. Jolly good.

The tech landscape: Apple has inked similar agreements with MLS, MLB, the NHL, and the World Surf League, but it trails other tech companies in terms of supporting women’s sports leagues.

• Google has offered its suite of tech and software services to players and fans in the WNBA and NWSL, not to mention the promotion of its Google Pixel phone in both leagues.

• Longtime Apple competitor Microsoft also has an edge in women’s sports. Although the Seattle-based company is primarily focused on NFL gameday operations, it previously provided Seattle Reign FC’s sideline with its products and continues to support the Atlanta Dream.

The streaming landscape: But Apple doesn’t just have tech to think about: It’s also focused on streaming via Apple TV, which offers content that includes sports like MLS and MLB as well as originals.

• Like other streamers, Apple TV is seeking world domination and is using sports to do that — it’s reportedly nearing a deal with F1.

• Other streamers have the same idea, specifically with European women’s soccer. In May, ESPN leveraged its global access with Disney+ to secure European broadcasting rights for the UEFA Women's Champions League.

• The pitch? Sports tend to drive streaming subscriptions, which could help Disney+ sustain recent gains in the U.K.

Zooming out: Apple could build on its current relationship with the WSL to become a trusted media partner in the future, which could help the WSL reach its aspirations to turn into a global, billion-dollar league. The league is clearly thinking about its reach: After appointing IMG to lead its international media rights efforts, the league nabbed 13 global deals for this season.

• Apple could follow in the footsteps of Disney+ to use women’s soccer as a motivator to subscribe in an expanding European market, but it will take some time for the WSL’s U.K. and European deals to expire.

• However, the WSL’s one-year deal with ESPN will expire at the end of the season, meaning Apple could become the home of the WSL in the U.S. The clock is ticking.