Women’s football is no longer a developing asset — it’s becoming one of global sport’s most valuable frontiers. According to a new report by Nielsen Sports and PepsiCo, the women’s game is set to break into the top five most followed sports in the world by 2030, with over 800 million projected fans.
The most compelling detail? An estimated 60% of this growing fan base will be women — making it one of the few global sports with a female-majority audience.
At 365247 Consultancy, we see this not only as validation of women’s football’s commercial viability — but also as a turning point for how properties, broadcasters, sponsors, and investors approach the women’s game.
What’s Driving the Surge?
- Fan base growth: A 38% rise globally, led by strong interest in China, Brazil, and India.
- Female fan engagement: A 60% increase in the past five years.
- Broadcast audiences: Projected 30% growth across major tournaments by 2030.
- Sponsorship surge: Deals tripled between the 2019 and 2023 Women’s World Cups — but still represent only a small fraction of total sports sponsorship budgets.
Where Is the Growth Coming From?
Some key geographies are leading the charge:
- China: 186 million new fans; 300% growth in participation.
- India: Rapid increase in both viewership and grassroots involvement.
- Brazil: Strong domestic fan base and global icons driving momentum.
- Europe: France (+150%), Spain (+95%), Netherlands (+25%), and the UK (+24%) all reported major increases in participation since 2019.
Switzerland, ahead of hosting the 2025 Women’s Euro, saw a 22% rise in its fan base in just 12 months. The UK reported a 15% rise after the Lionesses’ Euro 2022 victory.
What It Means for Stakeholders
1. For Sponsors:
Women are projected to drive 75% of household purchasing decisions by 2028. Yet, women’s football still commands a disproportionately low share of global sponsorship spend. The mismatch presents a powerful first-mover advantage.
2. For Broadcasters:
Disney+ and other streaming platforms are seizing the opportunity. The demand is real, and major tournaments are outperforming expectations. There’s a case to be made for more women’s football in primetime.
3. For Clubs & Leagues:
Despite a drop in WSL attendance post-World Cup 2023, the league still saw a 34% revenue increase last season. Deloitte projects £100 million in revenue for WSL clubs by 2025–26. The fan base may fluctuate around major events — but the underlying value is accelerating.
4. For New Markets (like India):
This is the moment to invest in pathways — from grassroots to professional — for women athletes. India’s growing fan base, digital consumption, and social progressiveness around women in sport make it a natural next growth market.
From Undervalued to Unstoppable
Samantha Lamberti, Managing Director at Nielsen Sports International, may have said it best:
“We’re no longer just tracking progress — we’re witnessing a breakthrough. This is no longer a case of future promise but present value.”
At 365247 Consultancy, we help clubs, leagues, and brands transform moments like these into long-term momentum. From partnership strategy to audience development and go-to-market models, we ensure stakeholders are not just riding the wave — but shaping it.
Want to build a women’s football strategy for your brand or property? Get in touch. Schedule your introductory call here.
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IMAGE: Getty Images
