On this week's episode of The MadTech Podcast, Charlotte Thomson, head of women's football at Copa90, joins ExchangeWire's head of content John Still and COO Lindsay Rowntree to discuss DAZN's use of YouTube to grow the UWCL, Burnley FC Women's TikTok, and broadcasting rights for the Women's World Cup.

DAZN’s YouTube channel having positive impact on women’s football

How positive can YouTube be to building brand awareness/recognition?

DAZN has bolstered interest in women’s football through YouTube. A new report published by the sports streaming service found that its DAZNUWCL YouTube channel has driven awareness across the women’s game.

The Value and Impact Report, which was carried out by Crux Sports, found that DAZN’s use of YouTube to promote the UEFA Women’s Champions League has helped the competition and its participants to grow in popularity. The report, which combined data analysis with stakeholder interviews, also established that the partnership has improved the commercial viability of women’s football, with 77% of clubs reporting that they have seen an uplift in sponsor interest.

Burnley FC Women rack up one million TikTok views

How is TikTok creating new opportunities for brands to build their online presence?

TikTok LIVEs published by Burnley FC Women have accrued one million views. The achievement comes two years after the club forged a multi-season partnership with the short-form video service, becoming the first team to stream games on the platform.

The deal also saw TikTok become Burnley Women’s first shirt sleeve sponsor and provide unique training to make them the first ‘creator football team’ on the platform. According to TikTok, the partnership has helped the club strengthen its relationship with fans, reach new audiences, and receive more commercial opportunities, including more funding from Burnley FC.

Women’s World Cup TV rights hang in the balance

How is the cost of living crisis impacting broadcasters’ spend?

FIFA president Gianni Infantino has threatened to ban coverage of the Women’s World Cup in Europe after broadcasters made insufficient offers for the broadcast rights. According to media rights data from Ampere, global broadcast investment in women’s sport is set to total USD$350m (~£281.8m) this year, equivalent to less than 1% of the revenue accrued by TV sports rights.

Coverage of the Women’s world cup had previously been included with those for the men’s tournament until being spun out by the football governing body in 2021. That year, the Women’s Super League forged a deal with Sky and the BBC which enabled the competition to monetise its TV rights for the first time. Public broadcasters across several major European markets have upped their investment in women’s football and interest has grown as a result. However, macroeconomic pressures may see TV firms pull back on spend.