Netflix, Subway, and FIBA Lead the Charge for Women’s Sports and Equality

Welcome to the Christmas edition of the Purposeful Partnerships Report, your source for insights into purpose-driven partnerships in the sports industry. As we wrap up the year, we’re shining a spotlight on women’s sports. In this edition, we explore Netflix ’s groundbreaking exclusive streaming rights for the 2027 and 2031 FIFA Women’s World Cup, Subway ’s partnership with the Women’s League Cup, and FIBA Oceania’s inspiring efforts to train the next generation of coaches in the Solomon Islands. Let’s dive in!

FIFA Women’s World Cup Heads to Netflix for 2027 and 2031

Netflix is doubling down on live sports, building on the momentum of its NFL Christmas Day games deal by securing exclusive U.S. streaming rights to the FIFA Women’s World Cup for 2027 and 2031. This groundbreaking agreement marks a historic shift in how the tournament will be broadcast, making Netflix the first streaming service to host the event and further cementing its growing presence in live sports.

The 2027 Women’s World Cup, scheduled from June 24 to July 25, will feature 32 teams competing in 12 cities across Brazil. However, Netflix’s involvement goes far beyond streaming matches. The platform plans to produce exclusive documentary content that explores the players’ journeys and the global rise of women’s football, building on the success of its acclaimed sports programming like Under Pressure: The U.S. Women’s World Cup Team, the Emmy-nominated Beckham, and the upcoming Captains of the World in partnership with FIFA.

Netflix’s commitment to women’s sports has already yielded record-breaking results. Last month, it streamed the Katie Taylor vs. Amanda Serrano boxing match, which drew 74 million global viewers—making it the most-watched professional women’s sports event in U.S. history.

In addition to live match coverage, Netflix will offer studio shows with expert commentary, enhancing the viewing experience. The partnership also ensures accessibility, with broadcasts available in multiple languages, including English and Spanish, to engage diverse audiences across the U.S.

With Netflix at the helm, the 2027 and 2031 FIFA Women’s World Cups are poised to transcend the pitch, becoming cultural phenomena that unite fans and elevate women’s football on a global stage.

Subway Named as Women’s League Cup Title Partner

Subway has been announced as the new title partner of the Women’s League Cup, signing a multi-year agreement with Women’s Professional Leagues Limited (WPLL). Starting with the 2024/25 season, the competition will be rebranded as the Subway Women’s League Cup.

This partnership is a natural extension of Subway’s Fresh Moves initiative, which launched earlier this year to promote physical activity through partnerships with organizations like GB Basketball, Skateboard GB, and Breaking GB. The initiative highlights Subway’s broader commitment to sustainability, community engagement, and driving social change.

By partnering with WPLL, Subway aims to play a pivotal role in accelerating the growth of women’s football across the UK. The announcement coincides with heightened anticipation for the Women’s League Cup quarterfinal and semifinal draws, scheduled for January 22–23 and February 5–6, respectively.

This deal represents a significant milestone in the evolution of women’s football, underscoring the sport’s rising profile and its ability to attract major brands eager to combine commercial success with meaningful social impact. As Subway brings its resources and vision to the Women’s League Cup, this partnership promises to energize the tournament while inspiring the next generation of athletes and fans alike.

Promoting Gender Equality Through Basketball in the Solomon Islands

FIBA Oceania, in collaboration with the Solomon Islands Basketball Federation and supported by Team Up, recently held a transformative two-day Basketball For Good coaching workshop in Honiara. This initiative marked the launch of the Basketball For Good Program in the Solomon Islands, aiming to equip coaches with the tools, skills, and knowledge needed to implement meaningful activities across the islands.

A standout aspect of the workshop was the participation of six female coaches, underscoring FIBA’s commitment to advancing gender equality in basketball. This aligns with FIBA’s strategic priority to empower women, ensuring equal opportunities for them to develop and excel in their coaching careers.

Coaches were introduced to the Hoops for Equality Playbook, an innovative resource developed by FIBA Oceania and the FIBA Foundation. The playbook uses basketball activities to teach children about gender equality in a fun and engaging way, further embedding the values of inclusion and fairness.

Supported by the Australian Government’s Team Up initiative, the workshop is part of a broader effort to promote inclusivity and social change across the Pacific. This grassroots program addresses gender inequality while providing opportunities for youth, women, girls, and persons with disabilities to experience the transformative impact of sports.

Through partnerships with FIBA, Team Up, and the Solomon Islands Basketball Federation, Basketball For Good is more than just a program—it’s a movement driving empowerment, equality, and community building. With initiatives like this, basketball in the Solomon Islands is not just a sport but a powerful tool for fostering positive change.

That brings this edition of the Purposeful Partnerships Report to an end. I hope you enjoyed the read. Stay tuned for next week's edition!

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