A new whitepaper, Rise of Women鈥檚 Football 鈥 A Movement, Not a Moment, highlights the accelerating growth of women鈥檚 football and the pressing need for increased investment and media coverage.
A new whitepaper,, highlights the accelerating growth of women鈥檚 football and the pressing need for increased investment and media coverage.
New research finds that over half (54 per cent) of the global population aged 16-64 is interested in women鈥檚 football, yet 76 per cent of fans feel they do not see enough coverage of the sport. With the game鈥檚 rapid ascent, now is the opportune time to invest in and champion women鈥檚 football.
Associate Professor in Accounting and Sport Finance at the 兔子先生, Dr Christina Philippou, is an expert in football finance. She was one of the researchers contributing to the paper, which was commissioned by SPORTFIVE.
Dr Philippou has written and leads football finance courses for the Premier League's leadership program, and co-authored for the Department for Culture, Media and Sport published alongside the . She has also contributed to the government-commissioned , led by former Lioness Karen Carney MBE, into the future of women鈥檚 football.
We have seen dramatic increases in revenue in women鈥檚 leagues and clubs over the last few years, though this is still concentrated in less risky markets and more globally recognisable brands. While broadcasting and match day income is increasing as interest and funding go into the development of the game, it is commercial partnerships that are leading the way, with a large number of brands that have previously avoided football - from make-up to baby products - pushing into the space and changing perceptions along the way. This can only be a good thing for the future of the sport.
The whitepaper examines the evolving commercial landscape of women鈥檚 football, providing a roadmap for brands, rightsholders, media platforms, and fans to navigate and contribute to the sport鈥檚 flourishing ecosystem.
Key insights include:
- 196 million fans of women鈥檚 football aged 16-64 across six key markets: Australia, France, Germany, Spain, the UK, and the US.
- 75 per cent of fans feel they do not see enough coverage of women鈥檚 football.
- National teams are the primary driver of fan engagement.
Women鈥檚 football is experiencing unprecedented growth, with soaring popularity and commercial opportunities emerging across all levels. In 2024, it became the most valuable women鈥檚 sport globally, generating an estimated 鈧500 million in annual revenue, accounting for over 45 per cent of the total revenue of women鈥檚 sports worldwide. While still a fraction of the men鈥檚 game, which generated 鈧38 billion in Europe alone, the rapid growth of women鈥檚 football revenue, a 300 per cent increase since 2021, highlights its vast potential.
Dr Philippou explains: 鈥淚n many ways, the commercial landscape of women鈥榮 football is viewed akin to that of a start-up industry, mainly because it inevitably gets compared to the mature market for men鈥檚 football.
鈥淲e have seen dramatic increases in revenue in women鈥檚 leagues and clubs over the last few years, though this is still concentrated in less risky markets and more globally recognisable brands. While broadcasting and match day income is increasing as interest and funding go into the development of the game, it is commercial partnerships that are leading the way, with a large number of brands that have previously avoided football - from make-up to baby products - pushing into the space and changing perceptions along the way. This can only be a good thing for the future of the sport.鈥
The whitepaper analysed four key components shaping the future of women鈥檚 football: fans, brands, media, and players.
The findings from 鈥楻ise of Women鈥檚 Football 鈥 A Movement, Not a Moment鈥 illustrate the immense potential of the sport and the necessary steps to maximise its commercial and cultural impact. As women鈥檚 football continues its rapid ascent, stakeholders across the industry must act now to shape its future.
A full breakdown of the findings is available