Women’s soccer sponsorship soars as rising fanbase boosts its business attraction
Deal growth is much more rapid than in men’s game, analysts say. There are now 181 big money contracts in place with no ties to the men’s game
Arsenal(Image: Alex Burstow/Arsenal FC via Getty Images)
Cash is pouring into women’s football as its growing fanbase boosts its commercial appeal, according to Brit market analysts. The number of women’s-only sponsorship deals across Europe’s top domestic leagues has risen by 53% since 2023.
There are now 181 big money contracts in place with no ties to the men’s game, London-based market researcher Ampere Analysis Ltd has revealed. Every major European league except France’s has recorded growth indicating a widespread shift in brand appetite towards the women’s game.
New sponsorship data showed Italy’s Serie A has recorded the biggest increase in sponsorship activity with a 600% increase in deals. Spain’s LaLiga followed with a 79% increase, while Germany’s Bundesliga witnessed 69% growth.
Sponsorship agreements that span both men’s and women’s football are also increasing significantly. There are 677 combined deals across Europe’s ‘Big Five’ leagues this season – a 47% increase on 2023.
Men-only deals have dropped from 9% growth in 2023 to just 5% this season. At the same time fan engagement with women’s football is rising rapidly.
Ampere’s consumer data showed 17% of sports fans across the top five European markets now follow women’s football clubs. That is 21% up on 2023.
Clubs experiencing the biggest growth in fan bases are also seeing the greatest commercial gains. Teams such as Arsenal, Chelsea, and FC Barcelona rank among the top 15% of European teams for sponsorship deal growth. Their success in domestic and European competitions has contributed to this momentum.
Research analyst Minal Modha said: “Fan growth has helped these three clubs sign a host of new sponsors this season, including Uber, Starling, and Ticketmaster, placing them in the top 15% of teams for sponsorship growth across Europe’s ‘Big Five’ football leagues.”
