Women’s Football: The Next Frontier

The Rise of Women’s Football and Its Commercial Potential

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As the commercial landscape of women’s sport evolves, the beautiful game played by women, which last year accounted for 45% of all revenue in women’s sport, is emerging as an exciting growth opportunity in the world of sports marketing. No longer a niche, it has become a global movement capturing the attention of modern sports fans and brands alike – and commanding serious investment and consideration.

The U.S. Women’s National Team celebrates their 2-1 victory over Brazil and tournament title in the 2023 SheBelieves Cup. - Photograph: Patrick T Fallon/AFP/Getty Images

In 2024, women’s football generated over €500 million in global revenue, making it the hottest women’s sport worldwide. Although the figure may not look particularly impressive when compared to more established sports, the trajectory of growth is what should intrigue brands. With 300% growth since 2021, compared with 24% revenue growth in the European men’s game, women’s football offers remarkable opportunities for companies looking to make long-term connections with fans of a sport which has barely touched the surface of its full potential.

There are many factors fuelling this rise but the sport’s unique fan base, which is younger, more gender-balanced, values-driven, and deeply engaged across digital social platforms is key to the sport’s meteoric growth. These fans aren’t just here to watch – they really care – and brands that are sharp and creative enough to capitalise on this wave will have the opportunity to tap into the sport’s pool of thoughtful, forward-thinking and passionate fans.

Interestingly, it’s commercial income, not broadcasting rights or matchday revenue, that’s the main economic driver in the women’s game at the moment, accounting for over 66% of club revenues. Entry costs remain much lower than in the men’s game, but returns can be disproportionately high, especially when partnerships are activated creatively. Early partners are already seeing impressive returns: Barclays, Visa, and Google are just a few examples of brands aligning with women’s football to boost relevance and reach.

Title sponsor Barclays and the top two flights of the English women’s game have agreed a record deal (Nigel French/PA) (PA Archive)

The players themselves are also vital. Female footballers are not just athletes – they’re campaigners, creatorsand role models. Their social media platforms often outperform those of their clubs, allowing brands to connect directly with loyal and growing audiences. According to SPORTFIVE, over 80% of Gen Z follow a professional athlete online, and women’s footballers tend to have more engaged followers than their male counterparts. The report also revealed that 52% of the most marketable athletes in the world are women.

Yet, challenges do remain. Broadcasting of domestic leagues remains patchy, limiting consistent and high-quality access to the game. So while sponsorship is surging, media rights deals still trail in value. To fulfil itscommercial potential, stakeholders in women’s football must think outside of the box to find their place in an already saturated market. Looking at this through the international lens, however, you will find that media rights sales are booming, with UEFA recently revealing that the 2025 Women’s Euros has brought in close to $100m in broadcasting rights. The appetite is there on the international stage, and that bodes well for the future of the domestic offering.

For brands, the message is quite clear: engage now or risk falling behind. Women’s football is not an extensionof the men’s game – it’s a distinct product with its own values, stories, and fans. The early movers in this space won’t just capture market share – they’ll help develop a more inclusive and compelling future for the sport we love.