The women’s game is luring sponsors
we should show up before you come to our games?” read the frustrated slogan of the French national team, posing nude during the women’s football World Cup in 2011. At this year’s tournament in France figures smashed records without such desperate measures., the game’s governing body, estimates that it drew a total of 1bn viewers, up from 750m four years ago in Canada. The semi-final featuring England was the most watched television programme of the year so far in Britain.
Sponsors have taken note. Visa, a payment-card network with a taste for supporting high-profile sports events, spent as much promoting it as it did on the men’s competition. Earlier this year Barclays, a bank, became the first ever title sponsor of the English Women’s Super League in a deal said to be worth over £10m . On July 5th Alipay, China’s electronic-payments giant, announced a 1bn yuan ten-year charitable initiative to support the Chinese women’s football team.
Sixty percent of women’s football teams in the biggest leagues now sport front-of-shirt patrons different to those for the men’s team at the same club, according to Deloitte. The consultancy reckons this could approach 100% by the next World Cup in 2023. The number of European national associations with dedicated women’s football sponsors rose from nine in 2013 to 17 in 2017.
Kelly Simmons, director of the professional women’s game at England’s football association, says that these multi-million-pound deals have been transformative. The big bucks, though, will come with broadcasting rights. Men’s English Premier League games bring in more than £3bn a year from broadcasters.
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