Rise of Women’s Football
A recent study conducted by Nielsen Sports in partnership with PepsiCo projects that women’s football will ascend to become one of the top five sports globally by the year 2030. This growth is expected to expand the sport’s international fan base by 38%, surpassing 800 million enthusiasts. Notably, about 60% of these fans are anticipated to be women, making women’s football a unique case where female followers are predicted to outnumber male fans, as highlighted in the report titled “Undervalued to Unstoppable,” which was released on Tuesday.
Viewership and Sponsorship Growth
The upcoming years are positioned to witness a substantial increase in broadcasting viewership, with a forecasted 30% rise during major competitions by 2030. Although sponsorship agreements for the 2023 Women’s World Cup saw significant growth, tripling compared to the 2019 event, it was noted that women’s football continues to receive a mere fraction of global sponsorship funding. This presents an advantageous situation, particularly as women are predicted to influence over 75% of household buying decisions by 2028.
Samantha Lamberti, managing director of Nielsen Sports International, emphasized the pivotal moment for women’s football, stating, “We have long believed in the potential of women’s football, and today, we’re no longer just tracking progress, we’re witnessing a breakthrough.” Lamberti pointed out that the current landscape reflects tangible value in media rights, sponsorships, and fan engagement rather than future promises.
Growing Popularity and Participation
Already ranking among the top 10 most watched sports worldwide, women’s football has been gaining traction. For instance, there was an 18% increase in viewership for the championship of the National Women’s Soccer League (NWSL) in the United States last year. Furthermore, Disney+ recently announced it will stream all 75 matches of the Women’s Champions League live each season, an exclusive deal for football enthusiasts in Europe.
Alexis Ohanian, the co-founder of Reddit and married to tennis icon Serena Williams, also invested in Chelsea, the champions of the Women’s Super League (WSL), during the same period.
Deloitte’s recent analysis indicates a 34% rise in WSL revenues during the record-breaking 2023-24 season, forecasting a remarkable total revenue of £100 million (approximately $135.9 million) by the 2025-26 season. While attendance saw a drop after the peak reached in 2023-24, following the 2023 Women’s World Cup, a rebound is anticipated post-European Championship in Switzerland scheduled for next month.
Global Expansion of Women’s Football
Nielsen also noted an uptick in excitement surrounding high-profile tournaments, with Switzerland’s women’s football fan base witnessing a 22% increase before the Euros in 2024, while the UK registered a 15% spike in interest in the wake of England’s victory at Euro 2022. Over the past five years, women’s football has seen a 60% increase in female fans, with the most significant momentum coming from China, where nearly 186 million new fans joined, alongside notable growth in Brazil and India.
Participation rates have similarly surged, highlighted by a staggering 300% increase in China, and significant growth in European countries such as France (150%), Spain (95%), The Netherlands (25%), and The UK (24%) since 2019.
