New broadcasting agreement between ESPN and DAZN showcases popularity of women’s basketball

The GIST: Traditionally American sports pushing for international growth is nothing new — look no further than college football’s annual showcase in Dublin, Ireland, just 11 days ago — but now, ESPN and London-based streaming service DAZN are taking things to the next level with a groundbreaking college sports broadcast agreement. A-plus.

The details: Last week, DAZN struck a multiyear deal to acquire the live rights for an array of college football and women’s and men’s basketball games from ESPN, bringing the uniquely American leagues to fans in 42 countries across Europe, Africa, the Middle East, and Asia.

• Before, fans in select cities could attend tentpole events — like the aforementioned Dublin game or the annual women’s hoops showcase in Paris, France — once a year. But now, they’ll have access to far more regular-season games every week on TV, in addition to comprehensive postseason coverage.

The women’s basketball angle: Women’s basketball’s inclusion in the deal is notable. College football and men’s basketball have always driven large viewership numbers, but the women’s game is riding the high of a major spike in viewership over the past few years. Pro women’s hoops is already popular in other countries, and this deal will raise the college game’s profile worldwide.

• Through this deal, DAZN will offer these games for free in an attempt to attract new fans and build investment in existing ones. This strategy spurred rapid growth for the UEFA Women’s Champions League, which is now one of the hottest tickets in women’s sports in the UK.

The takeaway: Women’s college hoops is a worthwhile investment for global media marketers and buyers. The game will benefit from its newfound global audience, expanding fandom far beyond the traditional market. The deal also demonstrates the strengths of the Disney ecosystem, which includes ESPN and has the muscle to reach fans in all corners of the globe. Simply magical.