THE RISE OF WOMEN'S FOOTBALL:
A MOVEMENT, NOT A MOMENT

Women’s football is undergoing an unparalleled period of growth. Recent years have seen the sport completely transformed; tens of thousands of fans regularly pack stadiums, club and international matches are consistently broadcasted to both paying and free-to-air platforms, female footballers are becoming global superstars and commercialisation is growing in all areas of the game.  

This upwards trajectory was sparked by the convergence of a number of interconnected developments in the sport and the blossoming years since, have seen this spark grow into a roaring flame, as women’s football is proving it is more than just a moment, it’s a movement.  

This whitepaper seeks to map out the growth, change and opportunity in women’s football by unpacking its multifaceted commercial landscape. Here, we examine key components that are driving growth, including an in-depth review and analysis of fans, media, brands and athletes.  

This report also analyses the growth of the women’s game through the lens of specific markets, with profiles for six leading countries: Australia, France, Germany, Spain, the UK and the USA.  

Through this body of work, we aim to help brands, rightsholders, media platforms and fans understand the value of women’s football.