United Soccer League signs media rights deal with CBS

Thanks to a new media rights package, the second- and third-tier soccer leagues in the United States will have exposure like never before.

The United Soccer League, also known as the USL, signed a new broadcasting agreement with Paramount's CBS Sports that runs through 2027. Beginning next year, 100 matches from the USL Championship and League One will air on the various CBS Sports properties: CBS broadcast, Paramount+, CBS Sports Network and the CBS Sports Golazo Network.

Paramount has planted its flag on the pitch in a major way since 2020 when it took over the rights for the UEFA Champions League a year earlier than originally planned during the height of the coronavirus pandemic. CBS took over from Turner Sports (now Warner Bros. Discovery Sports), which broadcast the competitions from 2017 through 2020. Matches have been shown on the broadcast channel as well as CBS Sports Network, a once-anonymous cable channel that has grown considerably since adding UEFA action. Its well-regarded "Champions League Today" pregame show has drawn considerable buzz in Europe despite the show being created for the American audience. 

With huge interest in the game around the globe from American audiences, Paramount also launched the CBS Sports Golazo Network, a soccer-focused, 24/7, free ad-supported television channel that streams on multiple devices. Golazo, like the linear channels, is also integrated in Paramount+, the parent company's overarching streaming service.

Soccer's growing presence at Paramount was noted in a company statement about its new deal:

"The United Soccer League – with its expansive and growing presence across the country – is an excellent addition to CBS Sports' premium soccer portfolio," Dan Weinberg, Executive Vice President, Programming, CBS Sports, said. "We look forward to making the exciting action of the USL more easily available to fans than ever before and elevating the league with coverage across our CBS Sports platforms. With the USL's addition to our wide array of soccer properties and robust year-round match coverage, CBS Sports continues to be the premier destination for soccer fans in this country."

The USL Championship aired on ESPN's over-the-air platforms since 2016, initially with ESPN3 (the streaming channel) and then the direct-to-consumer ESPN+ service upon its launch in 2018. Yet compared to ESPN's deals with far bigger leagues, the USL was low on the totem pole in terms of televised and online promotion. Though Paramount recently stated that it is generally happy with its sports portfolio, there's a greater chance that it will wrap its arms around the USL because of how much it has already leaned on soccer.

American soccer leagues are brining in more television revenue than ever. Apple is finishing year one of its landmark 10-year pact with Major League Soccer while the NWSL will begin its 2024 campaign with broadcast windows on multiple networks.

In addition to adding the USL, Paramount also recently re-signed a deal with the BIG3, Ice Cube's 3-on-3 basketball league.