October 2 – The Northern Super League (NSL), Canada’s first professional women’s football league, has signed a new partnership with YouTube Canada which will broadcast live matches and deliver original content to grow its international fanbase.
Announced during YouTube Features in Toronto on September 25, the deal positions YouTube as the league’s central hub – offering selected matches free-to-air alongside highlights, features, and behind-the-scenes programming. The aim is to push the NSL’s profile well beyond its home market in just its second year of operation, spurred on by the success of the neighbouring NWSL in the USA.
Kelly Shouldice, NSL Vice-President of Brand and Content, said: “Partnering with YouTube allows us to showcase our athletes, clubs, and league stories on a global stage — engaging fans worldwide and putting the NSL at the heart of the sports conversation.”
The NSL is banking on YouTube’s vast reach – more than two billion monthly active users – to target Gen Z and Millennial audiences, demographics that have proved central to the growth of women’s football globally.
The most important aspect of the partnership is that it removes paywalls, with all content free to access across devices to further incentivise watching the NSL.
On YouTube’s end, they will provide the league with technical, production, and promotional support, as well as strategic guidance on commercial integration. That opens the door to new revenue streams through advertising, branded content, and sponsorship activations, adding weight to the NSL’s commercial offer at a time when sponsors are seeking deeper engagement in women’s sport.
Alexandra Hunnings Klein, YouTube Canada’s Head of Communications, said: “The Northern Super League has already demonstrated remarkable quality of play and built a passionate fan base in its inaugural year. We believe in the power of sport to connect communities, and we look forward to helping bring the NSL’s athletes and stories to fans across Canada and around the world.”
The agreement places the NSL alongside other major sports properties using YouTube as a distribution channel, while further anchoring women’s football as a growth market for both broadcasters and brands.
Contact the writer of this story, Harry Ewing, at [email protected]