Written by Ellie Geoghan, Marketing Executive.
Growing up playing football for 16 years, it always felt like women's football was on the sidelines. Matches weren't televised, stadiums were empty, and our role models weren't household names. It wasn't just the lack of visibility - it was the sense that the sport wasn't taken seriously. Back then, brands weren't investing, and the potential of women's football often went unnoticed, despite the passion and talent on display.
Fast forward to today, and the landscape has transformed dramatically. Women's football is no longer a niche; it's a global phenomenon that's capturing hearts, minds, and increasingly, brand attention. The rise represents one of the most exciting evolutions in sport, offering brands an unparalleled opportunity to connect with a passionate and rapidly growing audience.
The stats speak for themselves:
The FIFA Women's World Cup 2023 drew almost 2 billion viewers globally.
The UEFA Women's Euro 2022 final between England and Germany saw 87,192 fans fill Wembley - setting a record for any European Championship final, men's or women's.
In the UK, 17.4 million people tuned in to watch the Lionesses make history.
These weren't just sporting events; they were cultural moments, reshaping perceptions of women's sport. With the women's Euros on the horizon this summer, the momentum is only growing. The game is poised to take another leap forward as fans are rewriting how they engage with football, and brands have an unprecedented opportunity to align with this movement.
Why women's football is different - and why it matters for brands
Women's football offers brands a fresh canvas for partnerships, breaking away from the established traditions of the men's game. Fans are engaged, value-driven, and culturally connected, creating a unique space for new categories to thrive. It's not just sports brands seeing results; forward-thinking brands across beauty, tech, lifestyle and financial services are finding meaningful ways to connect with audiences through women's football.
This isn't just about sponsorship - it's about brands that are unafraid to champion the unique qualities of the women's game:
Authenticity wins: fans can distinguish genuine support from opportunistic marketing
Diversity matters: representation must go beyond visibility to meaningful action-driven engagement
Community is key: brands that create platforms, not just campaigns, will unlock deeper loyalty and connection
Long-term vision: women's football isn't just a trend; it's a fundamental shift in sports culture
According to research by Visa, 70% of fans believe brands help boost the sport's visibility, and 67% say they're essential to its growth. The Women's Euros this summer will be a tipping point for the sport and brands alike. Prize money has increased by 156% since 2022, reflecting growing investment and belief in the game.
Fans are finding new pathways into the game - whether through social media, grassroots activations or cultural crossover moments. With 53% of women's football fans discovering the game in the last three years, there's an influx of fresh supporters ready to be inspired by brands that get it right.
Aligning with the sport now - whether through players, teams or leagues - will make your brand synonymous with the sport as it continues to grow.
Be a Part of the Change
When I played for Cambridge City Ladies, this level of visibility and investment in women's football felt like a distant dream. It's incredible to now see the tide turning. Young girls today have role models who are not just athletes but also change makers, leaders and icons.
The growth of women's football is only accelerating and the brands who invest now, ahead of EURO 2025, will be the ones who benefit most.
Whether you're looking to align with athletes, activate sponsorships or create bold campaigns. WeAreNinety can help you unlock the full potential of women's sport.
The game has changed, and there's never been a better time to be a part of it.
If you'd like to chat or explore how we can support you in the lead up to Euro 2025, please get in touch with me at ellie@weareninety.co.uk.
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