Credit: Sky News
A New Financial Chapter for the Women’s Super League
According to Sky News, the Women’s Super League (WSL) board is in advanced discussions to appoint Goldman Sachs to explore new funding opportunities — a move that could reshape the financial future of English women’s football. While the project remains in its early stages, the initiative signals growing investor confidence in the WSL’s commercial trajectory and global potential.
The review may revisit previous considerations of selling a minority stake in the WSL and WSL2 (the rebranded Championship), as executives look to capitalize on surging visibility, sponsorship interest, and the sport’s expanding international footprint.
The Growth Story of Women’s Football
Women’s football in England continues its upward rise — both on and off the pitch. The Lionesses’ successful European Championship title defense this summer has elevated public interest to unprecedented levels, while club-level investment continues to accelerate.
In recent months, Chelsea and West Ham United have each sold stakes in their women’s teams to outside investors. Chelsea’s deal, notably, involved Alexis Ohanian, husband of tennis icon Serena Williams — highlighting how high-profile investors are viewing the women’s game as a viable commercial frontier.
Deloitte’s Role and the WSL’s Rising Valuation
Reports also suggest that Deloitte may join the project, working alongside Goldman Sachs to assess valuation, strategic investment options, and growth models. Deloitte has been active in sports M&A — including the stake sales in The Hundred cricket franchises — and its potential involvement reflects how the WSL is now being viewed as an investable sports asset.
A spokesperson for WSL Football told Sky News:
“Like any responsible business with ambition, WSL Football is working in collaboration with member clubs to explore long-term growth strategies that can accelerate the positive momentum within the women’s game.”
Both Goldman Sachs and Deloitte declined to comment.
Financial Performance: WSL’s Rapid Commercial Expansion
Under the leadership of Chair Dawn Airey and CEO Nikki Doucet, the WSL board has secured a series of high-profile commercial and media partnerships over the past 12 months, including:
- British Gas as a sustainability and community partner
- Nike as official apparel supplier
- A three-year title sponsorship renewal with Barclays
- A record £65 million domestic broadcast deal with Sky Sports and the BBC
According to Deloitte’s Annual Review of Football Finance, aggregate WSL revenues hit £65 million in 2023–24, marking a 34% increase from the previous season’s £48 million. Every club in the league posted double-digit growth, driven primarily by strong commercial performances at Arsenal and Chelsea.
Matchday and Attendance Trends
While WSL top-tier attendance numbers dipped slightly in 2024–25, overall engagement across both divisions — WSL and WSL2 — held steady, reaching a combined attendance of over 1.1 million. Increased second-tier attendance has helped maintain steady overall momentum, indicating that fan engagement is broadening beyond the top clubs.
Recent results, such as Manchester United’s late comeback draw against Chelsea, continue to showcase the league’s growing competitiveness and entertainment value — vital factors in sustaining audience interest and sponsor retention.
A Familiar Path with Renewed Momentum
Goldman’s involvement would mark a second attempt at structured capital exploration. In 2020, the WSL engaged Rothschild to assess private equity investment options, but the process was later shelved due to timing and valuation considerations. Now, amid a far stronger commercial landscape and global recognition, the environment appears primed for a renewed investor approach.
Don’t Just Watch Sport, Understand It. Join the 365247 Newsletter for daily insights
