Women’s sport has increased its cruising pace in 2022, overcoming the rhetoric of visibility or equal opportunities. an industry of its own, attracting its own sponsors and audiences. This is evidenced by agreements signed with both individual athletes and teams, negotiation of broadcasting rights only, and the independence of some male structures. In this evolution of the business model, numerous attempts have emerged to demand fair wages and, albeit slowly, athletes are reaching strength levels.

As with sports in general, there are two vectors of change that explain growth. On the one hand, there is women’s football as the engine of development in Europe. Attendance records were set at both the Camp Nou (91,553 spectators in the ‘classic’ and 91,648 spectators against Wolfsburg in the Champions League) and in the final. Women’s Euro 2022 (87,192 people) demonstrates the existence of a consolidated ‘target’ that responds above all to the unifying power of big brands like FC Barcelona.

Sponsors and ethics

Success on the field and in television audiences since the UK has amassed over 17.4 million viewers through the BBC. The German team is watched by 18 million people (65%) To compare) in its home country, with the highest audience of 22 million. Numbers above the figures achieved by the short pass of the German men’s team at the World Cup held in Qatar were boycotted due to complaints about human rights violations in the host country. Here, a tactical dimension of ‘sports washing’ and ‘purple washing’ that states like Saudi Arabia want to do through women’s football comes into play.

‘Visit Saudi’ tourism office applies to sponsor Women’s World Cup Held from July 20 to August 20 alongside other brands like Visa or Coca-Cola. This commercial alliance, which was not officially presented, was met with criticism. “Inappropriate”, “weird” or “scandalous” are some of the adjectives used by stars like American Alex Morgan or Megan Rapinoe, who oppose sponsorship and may not bear fruit.

This is a demonstration of two phenomena: how references in women’s sport have power in deals and how values ​​are a barrier to entry for a growing number of players. Although building trust in investments an environment conducive to professionalization, a process that was completed with the F League in Spain last year. According to a report by Strock Consulting, sponsorship deals for the 2022/23 season grew 11.3% over the previous year, despite initial uncertainty in broadcasting or resolved disputes such as arbitration.

power of unionism

According to the brands, caixa The team that signed the most contracts with Spanish teams, followed by mahou, Coca Cola, buzzing, joma (they are the main technical partners) and theika (‘vending’ company). These associations are the transfer of a global expansion to the national market as stated in the report. The way to change in women’s footballDeveloped by FIFA and Deloitte. The document states, for example: In 2022, 77% of leagues managed to have a sponsored name (In Spain it is Finetwork).

The big ships of women’s football, although the same as the men’s structure, make up half of the sponsorship contracts with revenues of over one million euros. However, FIFA already considers women’s teams to be a global phenomenon, especially thanks to the strength of the American or Asian teams, as well as the emergence of Latin America or Africa. Japanese clubs are the top earners with an average of 1.65 million euros. While Spaniards are already in the middle class: 628,000 euros, for example, surpasses the French.

Despite finding a huge disparity between clubs in the same category at the highest level, it is something that men’s football also suffers from and that FIFA proposes to fix with a fair distribution of future audiovisual rights. The players themselves organized themselves. “Having a common voice that speaks for the players It can be a powerful tool to improve the condition and well-being of female football players.. Minimum wages are prescribed for players in 63% of leagues with an association or union, and only 17% of leagues without official representation.

management positions

Football players want to own their destiny and this creates tension with the team. establishment organizations still exist. One of the most representative cases is when 15 players from the Spanish team rebelled against their coach, Jorge Vilda. Canadian international companies denounced the cuts and unequal treatment compared to their peers. The planting of Olympic champions led to the resignation of Canadian Football Association president Nick Bontis. Lately, The case of France captain Wendie Renard spelled out the structural changes that players demanded..

In the statement that the elector Corinne Diacre announced that she was withdrawing from the election due to her practices, she said, “I cannot stand the current system, which is far from the highest level requirements.” These examples explain that a new panorama as women’s sports is facing requires reform at all levels. That’s why the importance of players taking the lead in the F League, as with Beatriz Álvarez, is thus the ownership, such as Renee Montgomery, a former player of the National Women’s Basketball Association (WNBA), who is also a shareholder of Atlanta Dream.

WNBA, an example to follow

The entry of the Montgomery investment group also meant a change of order, as it ended under the administration of Kelly Loeffler, a former Republican senator from the United States who opposed the players’ expressions of solidarity with the movement. Black Lives Matter. Montgomery’s move dragged the other comrades, As the legendary Sue Bird who will enter NWSL’s NJ/NY Gotham FC structureThe highest category in American women’s football.

Although there is a team that expresses change in turn, Angel City FC, whose founders include Natalie Portman or Serena Williams, continues to be a great reference that changed the sport of women despite their retirement. The WNBA is the competition set by marketing experts as an example. to follow the new phase of women’s sports. The main basketball league has created a universe of its own, with established stars like Diana Taurasi and other emerging stars like Sabrina Ionescu.

A story between generations and cultures to reach the masses. “Advertisers have to take their campaigns out of overcoming inequality and raise self-confident athletes. Competitions are in a position to use the power of entertainment to the fullest. Concepts such as fraternity, because it homogenizes the athletes and makes it harder for the fans to internalize their stories.“Reflects Matt Readman, Head of Strategy at Dark Horses, an agency specializing in sports marketing.

“Football without more”

Readman puts the aforementioned Serena Williams as a paradigmRonda Rousey, who has built her story through success or is a UFC fighter and has acted in various ad campaigns. allegation “Don’t hate me for being strong” (“Don’t hate me for being strong”). Two unique social phenomena that break stereotypes. Like Alexia Putellas, who has already allowed the independence of Spanish women’s football, which she has references to.

In any case, the goal is to create your own path, regardless of the programs of men’s sports. This self-determination has already been assumed by its protagonists. Alexia argued that after winning her second Ballon d’Or, she and her teammates practiced “football without more”; where they want to be the heroes and rulers of their destiny.