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Analysis
11 min read

Women’s football: poised for major growth?

Increasing popularity and positive commercial growth, but important questions remain on investment and governance in the women’s game.

  • 67% of sports fans do not engage in women’s sport due to their lack of media coverage or inaccessibility on TV or online
  • Women’s broadcast rights which are negotiated exclusively deliver 7x the revenue of those bundled with men’s tournaments
  • 70% of total revenue generated by the most profitable women’s leagues stems from sponsorship

The popularity of women’s football has grown dramatically in recent years, driven by increased professionalism and greater participation and showing in higher attendances and viewership numbers.

Interest has grown over recent years due to increased broadcasting viewership and attendances at major international tournaments, notably the 2019 FIFA Women’s World Cup. The finals in France brought greater attention to the domestic women’s game, leading to an increase in broadcasting and sponsorship deals negotiated for women’s club competitions. Broadcasting deals such as that between Sky Sports and the BBC and the Women’s Super League (WSL), and UEFA’s decision to unbundle broadcast and sponsorship rights from men’s tournaments represent positive steps forward, increasing revenues for women’s teams and allowing the game to grow.
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