Women’s Football: Breaking Boundaries and Business Potential

Women’s football has made incredible strides over the last century, transforming from a marginalized part of the sport into a flourishing segment with commercial and social potential. Today, the business of women’s football represents both a financial opportunity and a platform for social change, making it one of the fastest-growing areas within the sports industry.

A Long and Difficult History

Women have played organized football since the early 20th century, but the journey was filled with resistance and setbacks. In 1921, the English FA banned women from playing on league grounds, a prohibition that lasted for 50 years. Yet, women’s passion for football remained steadfast, and in 1971, UEFA officially recognized women’s football, allowing the development of leagues and national competitions.

The slow but steady rise of women’s football allowed fans and organizations to see the sport’s potential. By the late 20th century, international tournaments like the Women’s World Cup and the UEFA Women’s Champions League were showcasing top-level talent and attracting fan interest. However, it was the 2019 Women’s World Cup in France that truly marked a breakthrough, drawing record-breaking audiences and sparking global interest.

Explosive Growth in Viewership and Sponsorships

The 2019 Women’s World Cup attracted over 1 billion viewers worldwide, with 82 million tuning in for the final alone, making it one of the most-watched women’s sporting events in history. This surge in viewership showed the untapped commercial potential of women’s football, capturing the attention of brands like Visa, Coca-Cola, and Nike, which quickly invested in sponsorships.

Sponsorships for women’s football have grown significantly, with companies seeing the sport as a vehicle to reach diverse and socially conscious audiences. In the UK, Barclays became the first brand to sponsor the Women’s Super League (WSL) with a multi-million-pound investment, emphasizing the business world’s recognition of women’s football as a growth market. The increase in high-profile sponsorships not only provides financial support but also helps elevate the visibility and professionalism of the sport.

The Investment Gap and Growth Potential

Despite the success stories, the global women’s sports industry still earns only 0.4% of total sports sponsorship, indicating a vast opportunity gap. While interest and engagement in women’s football are growing, there remains a significant disparity in funding and media coverage. Investing in women’s leagues, development programs, and grassroots initiatives can drive future growth, benefiting both players and investors.

High attendance records, such as the 91,553 fans who watched a women’s match between Barcelona and Real Madrid in Spain’s Camp Nou in March 2022, further demonstrate the sport’s potential. These numbers are proof that with the right support and investment, women’s football can achieve similar levels of engagement as men’s football.

Equality and Social Impact Opportunities

For brands, investing in women’s football isn’t just about profitability—it’s about aligning with values of equality, inclusivity, and empowerment. Women’s football is celebrated for its strong community focus, attracting fans who are passionate about supporting diversity in sports. Brands like Nike have used their involvement in women’s football to connect with audiences through campaigns that emphasize equality, health, and wellness.

As the industry gains traction, companies are also beginning to see the value of promoting positive social impact through sports. Major tournaments like the Women’s World Cup are becoming a stage not only for athletic achievement but also for advancing social conversations. Sponsorships and partnerships in women’s football resonate deeply with socially conscious consumers, who appreciate brands that champion gender equality.

Future Outlook for Women’s Football

The future of women’s football looks incredibly promising, with more brands recognizing its unique market position and investing accordingly. According to a Deloitte report, the women’s sports industry has the potential to grow up to $1 billion by 2030, driven by increased sponsorship, media rights, and a rapidly expanding fan base. With continued investment, women’s football can grow into a profitable and influential part of the global sports ecosystem.

Women’s football is no longer in the shadows; it’s a rapidly expanding field with immense financial and social value. For brands and investors, it offers a unique business opportunity, not only to benefit from a rising market but also to support a movement that promotes inclusivity, equality, and empowerment in sports.

Written by Areeba Hashmi