In an insights report published in November 2023, Deloitte predicted that revenue generated in women’s elite sports will surpass US $1bn for the first time in 2024 and will be 300% more than 2021. This surge is supposed to be led by women’s football with 43% of revenue share followed by basketball at 28% and other sports combined at 28%. Complementing the prediction of revenue increase is the finding from UEFA (Business Case for Women’s Football Report, 2022) which says the number of women’s football fans could double to 328 mn by 2033 from the approx. 144 mn fans the sport had in 2021
This blog explores the different facet of the growth in women’s football, both on-field and off field
Growth in Attendances and Viewership
The trend of increase in attendances in women’s football is seen across Europe. The cause could perhaps be sustained investments by top clubs in women’s teams, more marketing and possibly larger venues. It could also be a result of the coverage and media decibels received by UEFA Women’s Championship in 2022 & FIFA Women’s World Cup in 2023 which led to unprecedented attendances in both the events. For example, the World Cup in Australia and New Zealand saw an average stadium attendance of 30,911, which is 42% improvement on the previous World Cup in France in 2019. This trend spilled over in the domestic leagues too
- In WSL, the English domestic league, average attendance in 23/24 has grown by 31% to reach 7,363 per match over 22/23 season average of 5,616
- In Frauen-Bundesliga Germany, a 6% increase was seen in 2023/24 over 22/23
- Similar increase was reported in France and Spain too where French D1 Arkema attendances grew by 14% and Liga F by 8%
The interesting thing, which in a way reiterates the growing interest by fans, is the fact that a large chunk of the attendances are first-timers. Data from Two Circles substantiates this fact. In Frauen-Bundesliga Germany, 40% of fans visited a women’s football league game for the first time in the 22/23 season, out of which 65% stating that interest was increased by watching the UEFA Women’s EURO 22 in England
The same trend can be witnessed over the broadcast space too. According to a report by Women’s Sport Trust, A record 46.7 million viewers in Britain tuned in to watch women’s sport on TV in 2023, beating 2019’s mark by almost a million. Events including the Women’s World Cup – in which England reached the final – helped drive up the viewing figures
Growth in Revenue
A rough calculation can point to an upward of $175mn / €164mn for a combined revenue of Women’s Super League and NWSL franchises in 2022/23, a massive increase over 21/22 figures. Even the average revenue generated by 15 of the highest revenue generating women’s clubs across European football in 2022/23 stood at €4.3mn, a 61% increase over these clubs’ 2021/22 average revenues of €2.6mn
The revenue growth is fairly from all revenue streams
- An increased interest from brands led to a surge in sponsorships. While a significant share in sponsorships for the top European women’s teams are clubbed with men’s teams but in recent times, growing number of brands are looking at independent sponsorship deals with women’s teams. NWSL teams have been having their independent deals.
- In the broadcast segment, WSL, the English domestic league broadcast rights are estimatedly valued at £8mn / $10.1mn a year presently (till 24/25 season). According to a report from Nielsen and Prospect, this could almost double up to £15.6mn / $17.1mn once the rights are up for bidding next season. NWSL has bagged a coup with the new four-year broadcast deal with multiple partners beginning in 2024. The $60mn-a-year deal is 40-times the previous agreement, the league said
- Surge in attendances are also playing its part with increased ticketing revenue
Conclusion
As Deloitte predicts, the revenue value for women’s football is expected to jump to over $400mn in 2024. It will be prudent to believe that women’s football growth curve is that the formative stage now. More focused and futuristic attention in all aspects of the game from player development to commercial deals to governance structures, it is only a matter of time before the curve zooms into a growth trajectory
