New study indicates brand investment as crucial to women’s football development

September 26, 2024

Nigel Benton

A study into women’s football from international payments network Visa, has found 70% of fans believe brands help boost the visibility of the game with 67% believing that brands are essential to its development.

Charting how growth in women’s football has exploded in recent years - backed by fans and brands alike - the study, The Compound Effect in Women's Football, reveals that more than half (53%) of women’s football fans’ interest in the sport has developed in the last three years while, for those aged between 18 and 24, that figure rises to 62%.

Visa, a major sponsor of women’s football globally, commissioned the study to understand and demonstrate the growth and development of the game and to highlight the opportunities and evolution required to help the women’s game reach its full potential.

Alongside sponsorships, women’s football is making a significant global economic impact.

Referencing research following the FIFA Women’s World Cup 2023, it found that the tournament contributed nearly US$1.9 billion to the global GDP, created over 38,000 jobs, and added US$932 million to household incomes.

It notes that with the economic influence of women’s football increasing year-on-year, upcoming tournaments such as the UEFA Women’s EURO 2025 and AFC Women's Asian Cup 2026 are poised to be significant moments for the sport.

Introducing the study, Charlotte Hogg Visa Europe’s Chief Executive, commented “sponsorship in women’s football has grown at pace, with brands recognising the power of the game.

“Media rights are increasingly making their mark on the sport with new deals and investors.

Increased investment has powered an evolution in the on-field game and improved the experience for professional players.

“More games played in bigger stadia, has meant better broadcast and more engaging physical and digital fan experiences.

“The women’s game is different and has unique appeal - the fan experience inclusive and the players and their personalities key to the game’s success.”

Key findings from the study, which researched 7,000 fans across seven countries, revealed:

Over half of women’s football fans (53%) have developed their interest in the game in the last three years alone, rising to 62% among 18 to 24-year-olds.
Almost half (44%) of fans expect to increase their engagement significantly in the next three years.
Seven in 10 (70%) fans believe that brands help to boost the visibility of the sport, whilst two thirds (67%) believe that brands are essential to the sport’s development.
Fans of the women’s game have higher purchasing power, spending 71% more on sports merchandise and 41% more on entertainment than the general UK population.

Click here to read the full report.

Main image credit: Shutterstock.

About the author

Nigel Benton

Co-founder/Publisher, Australasian Leisure Management

Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.

With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.

Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.

In addition to publishing, Nigel speaks on marketing communications at a range of industry events.

He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).

In 2020, he launched the new Asian Leisure Business website.

As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.

Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.

His philosophy on life is to be kind to all and to indulge those that you love.

His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.

Click here to connect with him via LinkedIn.