FIFA Study: Women’s Soccer Shows Fan, Financial, Marketing, Media Growth

By Barry Janoff

October 28, 2022: Stating that “Women’s football is continuing to grow and the sport is enjoying the greatest level of global interest in its history,” FIFA has released the second edition of Setting the Pace: Benchmarking Report on Women’s Football.

FIFA said the study is a “comprehensive analysis into the elite women’s football landscape globally” and charts the changes and developments that have occurred in elite women’s football since the first edition was released in May 2021.

It analyzes 30 leagues and 294 clubs, with contributions from all six FIFA Confederations.

“The data in this year’s report underscores that organizations that are prepared to invest in women’s football are receiving a return," Sarai Bareman, FIFA chief women’s football officer, said via the organization. "And we expect this will only increase as more clubs and leagues, as well as broadcasters and partners, truly recognize the unique growth opportunity that exists in women’s football.

“FIFA continues to take proactive steps to accelerate the growth and development of women’s football globally, and it is our commitment to continue producing this report as we strive to assist clubs and leagues in their mission to professionalize their operations.”
 
Setting the Pace arrives about nine months before the FIFA Women’s World Cup in Australia and New Zealand (July 20-Aug. 20, 2023) and as the National Women’s Soccer League concluded what it called the “most successful season in NWSL history.”

According to FIFA executives, “Women’s football is continuing to grow and the sport is enjoying the greatest level of global interest in its history.

“FIFA is aiming to build on this momentum as it looks to deliver the biggest and most engaging FIFA Women’s World Cup in Australia and New Zealand in 2023.

“Here, we expect records to be broken once again, as we stand on the shoulders of the stakeholders from across the game who have worked tirelessly to promote women’s football over many decades.

FIFA last year unveiled a plan to build and enhance its marketing strategy to include specific activation for women’s and eSports events. Visa then said it had expanded its support of women’s football by becoming the first global partner for the FIFA 2023 Women’s World Cup.

Among the key findings of Setting the Pace 2022, compiled with global financial consulting firm Deloitte:

• The number of leagues with a title sponsor has grown over the past year, with 77% of leagues having a title sponsor in 2022, up 11% from 2021.

• Ten leagues indicated that they secured broadcast revenue in 2021, compared to nine in 2020. Of the leagues that receive broadcast revenue, 90% have a club licensing system.

•  7% of all clubs generated greater than $1 million of revenue from match day, broadcast, commercial. and prize money sources.

• Clubs spending more than $100,000 on marketing and activation also have proven to generate on average much higher commercial revenues — $1,1 million — than those spending less than $100,000. “This demonstrates the virtuous cycle of commercial growth, allowing women’s football to unlock its full commercial potential.”

• Clubs have witnessed strong growth in merchandising sales over the past year. Over half of the clubs analyzed sell women’s cuts online, and over a third sell men’s cuts (up from 18% previously). Clubs that don’t sell merchandise on match day generated significantly less commercial revenue ($116,000 in 2021) than those that do ($311,000).

• Clubs with written women’s football strategies tend to perform better both on and off the pitch. 78% of clubs that won their league in the past three seasons had a written strategy, compared to 65% for those that didn’t.

The NWSL, the top U.S. pro women’s soccer circuit, has had a challenging yet productive year.

The league has dealt with issues of physical, verbal and emotional abuse of players by coaches, with the previous commissioner, Lisa Baird, resigning and numerous head coaches and executives being release, suspended or departing their positions.

Concurrently, the NWSL has seen a growth among marketers, media partners and fans.

"The last six months have really only validated, confirmed and inspired me to know and believe that this league has unlimited potential,” Jessica Berman, who began her tenure as NWSL commissioner in April, said during a media conference prior to the league’s championship game (Oct. 29) to conclude its tenth anniversary season.

“I believe with our sponsors, our relationship with our Player's Association and players, and frankly with your support from the media — having the ability to actually bring this to life — and make these players' dream come true [and] for the next generation of athletes."

FIFA’s Setting The Pace study follows a just-released study, 2022 Women In Sports Report from SponsorUnited, which shows, “In recent years, attendance, viewership and social engagement for women's sports and athletes has spiked, leading to long-overdue financial backing through investments and sponsorships that are visibly paying off and should only continue to accelerate."

According to the report, sponsorships grew 20% year-over-year across major women’s U.S. sports (LPGA, NWSL, WNBA, WTA) and top European soccer leagues (Women's Super League and Liga F).

That report shows over the past year, some 3,500 brands bought a total of 5,650 sponsorships or media across 14 pro women's leagues and via collegiate NIL athletics, while 1,110 brands bought a total of 2,185 sponsorships or media with individual professional and college female athletes.

“The data in this year’s report underscores that organizations that are prepared to invest in women’s football are receiving a return."

“While women's sports have always faced a variety of disparities in the industry, their ability to win over audiences and drive an exceptionally high level of engagement for brands is undeniable," Bob Lynch, SponsorUnited CEO and founder said via the the Stamford, Conn.-based global sports and entertainment intelligence firm.

“In recent years, attendance, viewership and social engagement for women's sports and athletes has spiked, leading to long-overdue financial backing through investments and sponsorships that are visibly paying off and should only continue to accelerate."

According to FIFA’s Bareman, “Since the launch of FIFA Women’s Football Strategy in 2018, and in the period since the publication of the first edition of Setting the Pace, we’ve witnessed some significant developments and milestones in women’s football.

“But there’s so much left to be achieved, and this will occur as we continue to share expertise and best practice, and remain open to regularly and transparently analyzing the women’s football landscape.”

NWSL Berman: Despite Challenges, Issues, ‘League Has Unlimited Potential’

Report: Marketing Support For Women’s Sports, Athletes ‘Continues To Accelerate’

Visa Signs As First Women’s World Cup Sponsor

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