Women’s sport has accelerated its momentum in recent years, moving beyond calls for visibility and equal opportunities. It has become its own industry, drawing in sponsors and audiences, signing agreements with individual athletes and teams, and carving out broadcasting arrangements that honor its growth. As the business model evolves, many initiatives have emerged to seek fair wages, and athletes are gradually reaching stronger levels of bargaining power.
Two main vectors explain the expansion. On one side, women’s football in Europe acts as a development engine, with attendance records in major matches and events underscoring a growing appetite. The sport’s appeal is evidenced by large crowds at marquee venues and significant tournaments, illustrating a consolidated audience base drawn by powerful brands and the sport’s increasing mainstream acceptance.
Sponsors and ethics
Television audiences have grown substantially as the sport has expanded. In the United Kingdom, viewers rose sharply with major broadcasts reaching a broad audience, while in Germany large audiences reflect substantial interest within the home country. Comparisons show where concerns about human rights in host nations have influenced sponsorship and coverage decisions, highlighting a broader debate about the ethical dimensions of branding in sport and the impact of “sportswashing” and similar narratives on the game’s integrity.
In parallel, tourism and corporate sponsorships have intersected with major events, sometimes sparking criticism when sponsorships appear to align with controversial branding. Figures from prominent players and organizations have weighed in, with some stars questioning the appropriateness of certain sponsors when global issues intersect with sport. This discourse continues to shape how brands approach women’s world championships and other premier events.
The moment has arrived!
Fans are invited to engage with the official event materials and to follow the official postings that summarize the excitement and significance of the tournament. The energy surrounding the event shows how the sport can captivate audiences and elevate the profile of women’s football on the world stage.
These dynamics illustrate two phenomena: the power of brand references in shaping deals and the barriers that still hinder broader participation among players. While trust and investment are growing, the professional landscape was increasingly formalized with the establishment of a formal league structure in Spain last year. A report from a consulting firm noted that sponsorship deals rose year over year during the 2022/23 season, despite initial uncertainty in broadcasting and some unresolved issues.
Power of unionism
Brand involvement includes a range of major sponsors and partners who have entered the space, with some naming rights and others supplying technical goods and services. The expansion is seen as part of a global trend extending into the national market, a shift documented in authoritative industry analyses. The report highlights that in 2022 a majority of leagues secured some form of sponsored naming rights, with notable examples appearing in different markets.
The major clubs in women’s football, alongside their male counterparts, share a substantial portion of sponsorship revenue, often exceeding the one-million-euro mark. FIFA recognizes women’s teams as a global phenomenon, fueled by the strength of teams from the United States and Asia, with rising influence in Latin America and Africa. Japanese clubs lead the earnings with strong averages, while European nations continue to move toward higher tiers of financial viability and competitiveness.
Despite gaps between clubs at the top tier, there is broad recognition of the need for better distribution of future audiovisual rights. Players themselves have organized to voice collective concerns, underscoring the value of a unified representation to improve conditions and wellbeing. Minimum wages are now established in a significant portion of leagues that have formal associations or unions.
Management positions
Players increasingly seek ownership over their careers, which can clash with traditional organizational structures. Notable moments include collective actions by players in Europe that prompted leadership changes and highlighted disparities in treatment. In Canada and elsewhere, similar actions have raised concerns about equity and governance within national associations. The broader movement has spurred discussions about governance reforms, peer leadership, and strategic ownership, including player shareholders in professional teams and leagues.
These developments show a new era where players step into leadership roles, advocating for higher standards of professionalism. High-profile figures in the sport have voiced a wish to see governance reflect the on-field equality players strive for, emphasizing ownership and influence at the league level.
WNBA, an example to follow
The rise of investment groups and the move toward more equitable structures have reshaped leadership in North American women’s basketball as well. This transformation has influenced how leagues market themselves, attract franchise support, and empower players. The sport’s ecosystem now features prominent stars and emerging talents, creating a vibrant, connected community that resonates with fans and sponsors alike.
Even as groundbreaking clubs push the boundaries, others remain influential—new franchises built around celebrity founders or high-profile athletes demonstrate how ownership and brand partnerships can redefine the sport. The strategic use of entertainment and compelling storytelling remains central to expanding the audience and elevating the profile of women’s competitions.
Observers note the importance of campaigns that celebrate resilience and achievement, while avoiding stereotypes. The narrative around female athletes continues to shift toward empowerment and professionalism, with players actively shaping their routes to success and visibility. In this evolving landscape, figures like Alexia Putellas are cited as symbols of independence and leadership, reinforcing the idea that the players themselves determine the sport’s direction.
In the end, the aim is to chart a path that prioritizes the players’ agency, beyond traditional programs in men’s sports. The drive toward self-determination is already shaping outcomes, with young stars and veteran teammates alike pushing for a future where dominance is earned on merit and ownership, not just bestowed by others.