CT United FC Secures Local Broadcast Deal with Gray Media, Bringing Every Match to Fans Statewide

Why It Matters

The broadcast deal gives CT United unprecedented exposure across Connecticut, driving fan growth and creating a valuable platform for local advertisers targeting a fast‑growing, diverse soccer audience.

Key Takeaways

• CT United first MLS NEXT Pro club with full linear TV coverage
• All home and away matches to air on The Wax (WWAX‑TV) statewide
• Deal opens new advertising platform for Connecticut brands
• Original shoulder programming to launch in coming weeks
• Partnership expands club’s fan engagement beyond stadium

Pulse Analysis

The Connecticut soccer landscape has long relied on streaming services and regional cable to reach fans, but CT United FC’s new agreement with Gray Media marks a watershed moment. By securing a linear television slot on The Wax (WWAX‑TV), the club becomes the first independent MLS NEXT Pro franchise to deliver every match—home and away—via traditional broadcast. This move not only broadens the club’s footprint across the state but also signals a shift in how second‑tier soccer can leverage legacy media to complement digital distribution.

From a commercial perspective, the deal unlocks a powerful advertising channel for Connecticut brands eager to tap into a rapidly expanding, demographically diverse soccer fan base. Linear TV still commands strong viewership among households that may not subscribe to streaming platforms, offering sponsors higher reach and more reliable ratings. The partnership also promises ancillary revenue streams through sponsorships, product placements, and cross‑promotional campaigns tied to both live games and the upcoming original shoulder programming. For CT United, the expanded exposure can accelerate ticket sales, merchandise revenue, and fan‑membership growth.

Looking ahead, the collaboration sets a precedent for other MLS NEXT Pro clubs seeking broader market penetration. The planned original content—such as behind‑the‑scenes features, player interviews, and community spotlights—will deepen fan engagement and keep viewers tuned in beyond match day. As more clubs explore similar broadcast arrangements, the league could see a resurgence of regional TV deals that blend traditional reach with modern storytelling, ultimately strengthening soccer’s foothold in markets like Connecticut.