CREDIT: Insider Sport
As the digital footprint of women’s football expands, a new generation of fans is redefining how the sport is consumed, shared, and monetized. From app-based analytics to predictive gaming and immersive storytelling, the game is entering a transformative phase—one shaped not only by on-field performance but by off-field innovation.
A Distinct Product, A Unique Strategy
Curt Baker, Product Lead at FotMob, emphasizes the importance of building a digital strategy that leverages the distinct character of women’s football. While the men’s game commands massive global attention, the women’s game offers something different: player accessibility, community-driven growth, and a more open fan culture.
“The opportunity isn’t just to replicate the men’s model,” says Baker. “It’s to build something new, something more connected.”
A perfect example lies in the success of new formats like World Sevens or the raw personality-driven appeal of top players. This isn’t about adding more football—it’s about adding new dimensions to the football experience.
Mainstream Attention Meets Digital Momentum
This transformation is already yielding returns. England’s 6-1 win over Wales in the UEFA Women’s EURO 2025 group stages drew an average of 4.2 million viewers on ITV, peaking at 4.6 million—numbers that eclipsed top-tier men’s matches aired the same day. Fans are showing up not just on matchdays, but throughout the digital ecosystem.
From real-time analytics to historical stats and gamified tools, women’s football is no longer just a spectacle—it’s becoming a fully immersive second-screen experience.
Fans Want More Than Scores
Today’s fans want to interact, predict, and understand. FotMob’s live match data now includes advanced metrics like expected goals (xG), shot maps, and real-time player ratings—once the preserve of analysts, now tailored for casual consumption.
“Ease of use is what drives long-term loyalty,” says Baker. “It’s about more than data. It’s about how effortlessly fans can engage with it.”
With millions expected to follow the Lionesses into another European final, platforms that simplify access to players’ legacies and match context will shape fan retention long after the tournament ends.
Gamification and Long-Term Loyalty
Predictor tools and tournament fantasy games have evolved from novelties into serious user engagement assets. FotMob’s EURO 2025 predictor allows fans to compete with friends and stay engaged even between matchdays—an engagement model that can be adapted across global competitions.
Email, too, is being reimagined. Through partnerships like the one with Girls on the Ball, FotMob launched a dedicated women’s football newsletter, combining curation with personalisation—fuel for sustained engagement in a crowded attention economy.
A Dual Reality on Social Media
Not all online channels are equally welcoming. While social media remains powerful for amplifying key moments, it has also become a site of abuse, particularly toward female athletes.
England defender Jess Carter was subjected to online racism despite her standout performances, prompting condemnation from authorities. The issue underscores why safer, owned platforms—apps, newsletters, and web ecosystems—are increasingly vital for both fan and player well-being.
A Turning Point, Not Just a Trend
As the UEFA Women’s EURO 2025 reaches its finale, the future of women’s football appears increasingly tied to digital infrastructure. From data-rich storytelling to gamified community tools, the opportunities are enormous—but success will depend on how those within the ecosystem act now.
At 365247, we specialize in helping rights holders, platforms, and sponsors unlock the full commercial and fan engagement potential of women’s football.
Whether you’re:
- Launching a dedicated app or media property
- Building a fantasy or gamification product
- Developing player-led digital content strategies
- Reimagining sponsor activations for a female-first audience
We provide strategic consulting, product innovation guidance, and execution support tailored to the fast-evolving needs of the women’s football landscape.
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Let’s turn momentum into long-term value.
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