The triumph of the Spanish women’s football team at the World Cup in Australia and New Zealand marked a turning point. Women’s sport is now a visible force that attracts investors and attention. It signals a generation shift driven by the players themselves who call for major changes across teams. At the height of the finale, more than 7.38 million viewers watched at the peak, and over 30,000 people filled the streets of Madrid to celebrate. Yet the challenge persists.
The immediate task ahead is clear. The European champions are pushing hard to challenge England, and the next days will reveal the real day-to-day impact of the first world title for Spain. The transformation cannot be halted, but the next hurdle for women’s football is financial sustainability. As the F League prepares to begin the 2023/2024 season with the Sevilla versus Granadilla de Tenerife match on Friday, September 8, many of the 23 clubs start the campaign with little rest.
Players seek a salary of 30,000 euros; that figure is a third of the top earners in the men’s second division, yet it is still deemed unrealistic for the F League
Minimum salary: 16,500 euros
The season opens with crucial topics on the table. Experts note that Spanish women’s football faces urgent challenges. Collective bargaining is needed to protect players and promote steady progress toward professional status that matches today’s league standards. The sector’s health depends on agreements that support fair pay and sustainable growth.
The 2022/2023 season laid the groundwork for professionalization, but the new collective agreement remains on hold. The current deal runs for four years and sets the minimum salary at 16,000 euros, a figure well below the corresponding level in the men’s framework.
In May, five unions at the negotiating table highlighted the situation. They argued that the offer for the F League envisions 16,500 euros for 2022/2023, 17,500 euros for 2023/2024, and 19,000 euros for 2024/2025, with a modest increase this season. They emphasized that higher purchasing power is essential for players who have earned around 16,000 euros since 2019.
Private sponsors of women’s football
Industry observers warned that the proposed wage levels could imply that most of the projected commercial and audiovisual revenue would be tied to minimum wages for players. Finding a path to a sustainable ecosystem hinges on addressing this imbalance.
DAZN secured 35 million dollars for five seasons of the F League. The platform aims to be the home of women’s football and has expanded its portfolio with the Ata Futbol platform, which broadcasts France’s Division 1 Féminine and Italy’s Serie A in markets including the United States and the United Kingdom. As with men’s football, broadcast rights play a pivotal role in revenue.
Inequalities persist in Spanish football. Barcelona leads in turnover, with other teams relatively behind. This gap highlights the ongoing need to balance spending, returns, and the business model’s expansion.
There is significant interest in women’s football, reflected in rising stadium attendance and audience share. Influential institutions are exploring ways to provide better access for fans to watch regular league matches and to boost visibility of the competition, says WOT’s Sara Rojas, who represents champions Claudia Zornoza and Rocío Gálvez.
“Footballers are great ambassadors”
The World Cup numbers demonstrate the strong participation that women’s football now enjoys, even amid challenging times abroad. Fifteen sponsors of the women’s team and thirty FIFA partners have benefited. Some brands, like Xero and Visa, serve as exclusive sponsors of the event. Securing solid, independent support remains a central objective.
One more hurdle has been the flurry of sponsorship changes in the league. A leading sponsor once committed to a long-term deal; however, that arrangement lapsed, and contract details were not carried forward on the league’s official channels. The same pattern appeared with related promotions on social networks.
Still, organizers remain optimistic. LaLiga has emerged as the principal commercial partner, securing a five-year agreement worth tens of millions. At the federation level, Iberdrola remains a key partner. Some clubs run tight budgets, with reports showing many teams operating near break-even points, while others invest more heavily in their squads and facilities.
Spain’s 2031 World Cup ambition
Analysts note the surge in visibility has attracted brands and fans alike. Footballers are effective brand ambassadors, and their data-driven impact on sponsorship value has grown considerably. Many brands have chosen to align with women’s football in recent years, with the hope of reaching new audiences in the future.
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Recent sponsorship data show growth in Liga F deals, with more contracts and brands joining the league. Audience measurements indicate a strong appetite for women’s football across visual media, even before a World Cup final boosts engagement further. The momentum invites continued investments and strategic development of events that feature Spanish teams on the international stage.
Experts believe substantial progress has been made, but ongoing effort is needed to sustain success. Spain has an opportunity to solidify victories on the pitch and to host major events that lift the profile of women’s football. The vision for 2031 remains a focal point for industry leaders and policymakers.