NWSL on Prime Video
The 7th Annual Awards
- Best Women’s Sports Content
ABOUT THIS ENTRY
Prime Video demonstrated its commitment to women's sports by elevating NWSL coverage through a best-in-class announce team, unrivaled match analysis, and unparalleled behind-the-scenes access, increasing visibility for its athletes and competition. Prime Video delivered 1080p broadcasts to fans every Friday night, along with an enhanced audio package, allowing fans to hear the sounds of the game as if they were sitting pitchside. Led by play-by-play announcer Mike Watts and analyst Lori Lindsey, with appearances from stars like Kealia Watt, Heather O’Reilly and Lianne Sanderson, Prime Video's insightful commentary transformed Friday nights into marquee NWSL moments.
How does this represent "Excellence in Engagement"?
Prime Video's NWSL broadcast exemplifies engagement excellence through production quality, strategic talent selection, and unparalleled storytelling. Prime's high-quality 1080p production, on-site presence each week, and broadcasts tailored for both casual and die-hard fans created a personal and immersive viewing experience. The technical team ensured comprehensive coverage with an extensive camera array, including super-mo cameras, capturing every intricate moment throughout the season. This superior picture quality sets Prime Video apart, as Prime's best in-class production resonated across the industry. Seasoned analysts and fresh voices, including recently retired players and sideline reporters, bridge the gap between viewers and the field. This approach fosters emotional investment in athletes and their stories. Prime Video's accessible, engaging content resonates with diverse audiences, helping elevate women's soccer to new heights.
Objective
In its inaugural season of coverage, Prime Video aimed to create sustained excitement around women's soccer beyond World Cup years, understanding the importance of covering the NWSL in a meaningful way. As the only NWSL rights partner with production and talent on-site for every match, Prime Video delivered behind-the-scenes segments and in-depth storytelling every Friday night. This approach elevated both the league and players, deepening fan connections through weekly innovative featurs such as MTV Cribs-style stadium tours, day-in-the-life player content, and unique coach access. Prime Video committed to providing an engaging experience for fans of all teams, investing heavily to pull the curtain back on what players do when off the pitch, telling fanbase-centric stories, documenting the final games of legends Alex Morgan and Christine Sinclair, and capturing the dreams of millions of young girls who want to one day star on the pitch.
Strategy & Execution
Streaming's prevalence in sports offers NWSL fans a richer viewing experience, catering to soccer's younger, tech-savvy audience. Prime Video leverages its global reach and cutting-edge production to bring the NWSL dynamically to both dedicated and new audiences. The production team invested heavily in storytelling, focusing on off-pitch player narratives, fanbase-centric stories, and key moments such as Alex Morgan's final game, the 2024 NWSL Challenge Cup, and a quarterfinal playoff game. Additionally, a diverse announce team enhanced the experience. NWSL on Prime’s match coverage was anchored by play-by-play voice Mike Watts and joined by a rotating cast of former players and respected voices in Lori Lindsey, Lianne Sanderson, Kealia Watt, and Heather O’Reilly, while Britney Eurton added sideline reports and interviews. Their expertise and history covering the league helped build trust with viewers and led to match analysis that helped fans understand the nuances of the game, brought life to on-field moments, and unique insights from the sideline.
Organizations
- Prime Video
Links
Featured
- Mike Watts
- Lead play-by-play announcer
- Lori Lindsey (on-air analyst)
- Former USWNT player
- Kealia Watt (on-air contributor / sideline analyst)
- Former Chicago Red Stars
- Houston Dash forward
- Lianne Sanderson (sideline / match analyst)
- Former England international
- Arsenal stand-out
Credits
Betsy Riley
Senior Coordinating Producer
Prime Video
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
