A&E Networks is set to announce a major deal to partner with women’s soccer, The Post has learned.
The Disney-Hearst-owned cable programmer that houses female-focused Lifetime channel and is home to shows like “Wife Swap” and “Grey’s Anatomy,” will take an equity stake in the National Women’s Soccer League, sources said.
While it’s unclear how much women’s soccer Lifetime might broadcast as part of the proposed pact, the deal is said to involve the broadcaster helping the four-year old league soup up its business dealings and help with its pitch to advertisers.
Women’s sports — except for tennis — have struggled to find backers and sponsors even as national teams have had exceptional success.
The US soccer team won the Women’s World Cup in 2015 and scored huge ratings. Even so, few advertisers stepped up to pay the big bucks that male sports stars attract.
A&E, run by Nancy Dubuc, who rowed at Boston University, according to interviews, hopes the move can lift ratings at Lifetime, sources said.