Spain’s ascent to the world cup final stage
Women’s football in Spain faced a downturn around 2015 when institutions pulled back on support. Change came from the drive of clubs, the creation of the Women’s Football Clubs Association, and the backing of LaLiga. Over more than eight years, Liga F professionalized, a collective bargaining framework was put in place, broadcast rights were secured, new clubs joined, and Spain earned a spot in a top European competition for a Spanish team. This is the story of the First Division reimagined.
Alexia Putellas, Aitana Bonmatí, and Irene Paredes navigated a difficult path toward a World Cup final. Feminism celebrated a generation that broke through barriers in a country slow to embrace women’s football, even as the sport drew deep passion from many fans. Sponsors and companies played a part in Spain reaching the final in Sydney, with Iberdrola taking a leading role in supporting women’s sport.
Spain’s largest electricity company emerged as a pivotal sponsor in 2016 and sustained its backing through 2022 when the venture became fully professional. It funds the Queen’s Cup and the Super Cup, supports under-19 and under-17 squads, and backs 32 national sports associations, 32 top leagues, and more than 100 other competitions. The impact reaches beyond football, energizing more than 600,000 athletes across federations they support. In this World Cup, the company extended its sponsorship to the Brazilian team through its Neoenergia subsidiary.
Under the leadership of Ignacio Sánchez Galán, public investment in the Royal Football Association over seven years is estimated to exceed 20 million euros. Iberdrola executives highlight that sponsorship blends corporate social responsibility with tangible outcomes, a value that strengthens women’s sport beyond dollars alone. Other brands across sportswear and footwear followed from the periphery, accelerating the momentum described.
The women’s team now manages its own budget, surpassing 27 million euros, a milestone after a period when investment lagged well below three million. The Royal Spanish Football Federation now holds a balance of 382.3 million euros, the second largest in its history, with sponsors contributing 75.65 million. Brands share the spotlight with the team, including 3D Factory, Adidas, Iberia, Halcón Viajes, Cervezas Victoria, Alimentos de España, Mitsubishi, Sanitas, Seur, and others. Aguas Sierra Cazorla, Renfe, Wimu, and Artero appear among partners, while El Ganso and El Pulpo supply apparel. On the men’s side, brands such as TCL, Multiópticas, Apk Renting, Marcos Automoción, and Tetra Pak offer support in parallel ways.
League F: A new era with DAZN and Finetwork?
The World Cup staged in Australia stands out as a massive viewership magnet, attracting audiences across television screens and stadiums. Global sponsors including Adidas, Coca‑Cola, Hyundai‑Kia, Visa, Booking, Budweiser, Cisco, McDonald’s, and Rexona back the event. Yet discussions about television rights revenues have stirred debate among FIFA leaders. European publishers face questions about payments, while the Australia–New Zealand package sits at a different level from the men’s event. The early verdict points to a revenue environment that is changing and will be assessed over five years.
In Spain, Liga F secured a five-year deal with DAZN that guarantees exclusivity for 240 matches, helping attract more sponsors and young players. Observers see room for further growth in TV rights revenue and long-term prospects for the sport. Luis García, a sports management expert, remains optimistic about the trajectory of women’s football in Spain.
Financial viability remains a work in progress for many clubs. Some enjoy strong backing from parent companies, while a few can stand on their own. Real Madrid, UDG Tenerife, and Sporting de Huelva are among the examples. Finetwork faced scrutiny for a delayed four million euro payment tied to naming rights for the league, and the matter is under legal review with a nonbinding agreement in place until a formal resolution is reached.
Top sponsorship deals for the league include Panini, Puma, and EA Sports, with FC Barcelona receiving support from an American equipment maker. A notable late development is a sponsorship from Bimbo, the global bakery, contributing meaningful backing for the league. This turning point helps raise visibility for the women’s game and supports growth on the field.
Analysts emphasize that rising attendance and TV audiences should translate into stronger sponsorship deals and greater recognition for players. A recent sponsorship barometer highlights the ongoing underrepresentation of women among widely known Spanish athletes, underscoring the work still needed to boost visibility for stars like Putellas, Belmonte, and Marín. Experts stress the importance of broader brand partnerships and sustained investments aligned with female athletes’ growing influence on social media and in communities.
Media and public relations voices note that more brands are collaborating with football players, often on modest budgets. The appeal lies in the authentic connection female athletes build with fans, translating into durable influence across platforms like Instagram and TikTok. This trend is seen as a powerful driver of growth for the sport and its personalities, expanding opportunities for sponsorship and exposure in the years ahead.