THE ECONOMIC GROWTH OF WOMEN’S FOOTBALL.
INTRO EDIT 20th August 2023.
As the 2023 women’s World Cup head towards an exciting climax, will we see England’s Lionesses repeat the success of last years European Championship victory, and go on to achieve sporting immortality by winning the World Cup against Spain later today?
The growth of women’s football has been hard to miss in recent years. Here we take a look at how Women's football has experienced a remarkable surge in popularity in recent years, both on and off the pitch. As the game continues to evolve, so does its commercial impact. From increased sponsorship deals and rising TV global viewership, a growing fan base, and most importantly, the uptake in the women’s game at a grass roots level - women's football is emerging as a powerhouse in the sports industry.
Rapid Growth in Sponsorship and Investment
One of the most visible signs of the economic growth of women's football is the surge in sponsorship and investment. Major brands and corporations are increasingly recognising the value and potential of women's football, leading to lucrative sponsorship deals and partnerships. This influx of financial support has allowed women's football clubs and organisations to invest in better facilities, coaching, and player development programs.
The FIFA Women's World Cup, held every four years, has become a prime platform for sponsorship deals. In the 2019 edition held in France, major sponsors such as Adidas, Visa, and Coca-Cola significantly increased their investments in women's football. This trend continued in subsequent tournaments, with the 2023 FIFA Women's World Cup set to break new records in terms of sponsorship and revenue generation.
Growing Media Exposure and Broadcasting Rights
The increasing media exposure of women's football has played a vital role in its economic growth. Broadcasters and media outlets are realising the potential of this expanding market and are investing in broadcasting rights. As a result, women's football matches are now more accessible to audiences worldwide, which has significantly contributed to its popularity and economic viability.
The rise of streaming platforms and digital media has also played a crucial role in increasing the visibility of women's football. Social media platforms provide a direct and interactive way for fans to engage with their favourite players and teams. This online presence has opened up new avenues for sponsorship deals, advertising, and fan-driven revenue streams.
Growing Fan Base and Attendance
Women's football has witnessed a tremendous increase in its fan base and attendance at matches. Supporters are turning out in large numbers to cheer for their teams, creating a vibrant atmosphere and boosting revenue streams. The success of national leagues and international competitions has fuelled this growth, as fans are drawn to the high level of competition and the inspiring performances of the athletes.
As the fan base continues to grow, so does the demand for merchandise and tickets. Women's football clubs are capitalising on this trend by offering a wide range of branded products, including jerseys, scarves, and accessories. These sales contribute significantly to the clubs' revenue and further fuel the economic growth of the sport.
Empowering the Next Generation
The rapid economic growth of women's football has a ripple effect on the development of the sport at grassroots levels. The increasing visibility and financial support have led to better opportunities for young girls to engage with football from an early age. As a result, more girls are joining local clubs, academies, and youth programs, further bolstering the talent pool and setting the stage for future success.
Additionally, the success stories of female footballers have become a source of inspiration for young girls worldwide. Women's football has become a symbol of empowerment, breaking down societal barriers and challenging gender norms. This has a profound impact on society, fostering gender equality and empowering women both on and off the field.
A BRIGHT FUTURE
The economic growth of women's football is undeniable, and its impact is far-reaching. Increased sponsorship and investment, growing media exposure, expanding fan base, and empowerment of the next generation all contribute to the sport's success. As women's football continues to evolve and thrive, the potential for further economic growth and global influence is immense. The momentum is set, and the future is bright for women's football.
We’ve worked with a number of football clubs and UK stadia, advising and directing projects that focus on fan engagement. You can request a copy of our stadium retail report by clicking the link below.