The Rise Of Women’s Football As A Commercial Powerhouse
Women’s football has undergone a remarkable transformation over the last decade, evolving from very much a new product to a burgeoning commercial powerhouse. This growth is evidenced by soaring attendance figures, lucrative sponsorship deals and increased media coverage, all contributing to the sport’s rising prominence on the global stage.
Surge in Attendance
The popularity of women’s football has seen unprecedented growth, with average match attendances in England’s Women’s Super League, or the WSL, tripling over the last three seasons. This surge is partly down to more matches being hosted in larger stadiums, which enhances both accessibility and the fan experience. The 2023 FIFA Women’s World Cup further exemplified this trend, with over $1.9 billion contributed to the global GDP and close to 40,000 jobs created. Football match betting has also played a role in increased fan engagement, with more women’s football matches than ever before available to be bet on.
Lucrative Sponsorship Deals
The commercial landscape of women’s football has been strengthened by substantial investments from prominent brands. Last September, Barclays penned an agreement to extend their sponsorship of the WLS and Women’s Championship, doubling the investment to £15 million annually over a three-year period. This deal, totalling £45 million, is the most significant commercial agreement in British women’s football history. Similarly, Nike also entered a groundbreaking multi-year partnership with FC Como Women last August, marking its first official kit deal with a women’s team in Serie A.
Diverse Sponsorship Portfolios
The growing popularity of women’s football has attracted a diverse array of sponsors, including from sectors not traditionally associated with sports. For example, the Women’s National Basketball Association’s New York Liberty secured a deal with Hero, an acne-focused skincare company, and RMA of New York City, a fertility centre. It’s a trend that highlights opportunities within women’s sports, appealing to a broad spectrum of businesses aiming to engage with a new, diverse, and engaged fan base. This can only be a good sign for women’s football.
Strategic Media Rights and Broadcasting
Media Rights have become a pivotal revenue stream for women’s football. The WSL’s broadcast agreements with Sky Sports and the BBC, valued at around £10 million for the 2025/25 season, evidence this. These partnerships have enhanced the league’s visibility, making matches more accessible to a wider audience and, in turn, attracting additional sponsors and investors.
The Role of Brands in Shaping the Future
Brands play a crucial role in the continued growth of women’s football. A study conducted by the Women’s Sport Trust revealed that 80% of brand decision-makers are likely to invest in women’s sports sponsorships in the next three years, with domestic teams and individual players being seen as attractive propositions. This anticipated influx of sponsorship is poised to elevate the sport’s profile even further.
The ascent of women’s football as a commercial powerhouse is a testament to strategic investments, diverse sponsorships, and a growing, engaged fan base. As brands continue to recognise the unique value of the women’s game, it will only grow women’s football further, both on the pitch, and commercially.
