Not that long ago, women’s football rarely made headlines, and matches were barely on TV with mostly empty stands. That’s changed a lot in recent years and today, investing in women’s football is becoming a perfect opportunity. Even before 2020, women’s football was making big strides, but lately the growth has really exploded. More people watch, clubs and leagues professionalize, and media coverage hits records.
A great example of this progress is the 2025 Women’s EURO: The final was streamed by over 50 million people worldwide — a record-breaking event that’s just one highlight in a much longer story of success.
It’s not just the number of fans that’s growing, but also the number of players. For example, in Germany more than 206.000 women and girls were actively playing football in the 2023/2024 season. This trend is happening in lots of other countries too.
Women’s football is an exciting opportunity for brands already involved in football or sports sponsorship, because it reaches a totally different, younger, and more diverse audience. But it’s also a golden chance for brands that haven’t really entered the sports world yet: Getting in early lets them build a strong position.
Building Genuine Partnerships Beyond Sponsorship
It’s not just about visibility for brands, but partnerships that bring genuine value to both sides. The athletes play a key role here: They’re not just players, but also authentic, approachable people and strong brand ambassadors who represent values like female empowerment, diversity, and community.
„If a brand wants to help shape things, now is the moment.„
This diversity makes women’s football especially valuable. It connects with a community that’s not only looking for sports entertainment, but also shares deep values around authenticity, equality, and social engagement.
For brands, these collaborations open doors to new emotional connections and trustworthy storytelling. For players, partnerships like these are crucial because they help push women’s football forward, offering better infrastructure, visibility, and financial support. Brands that choose to invest in women’s football help create a true win-win that strengthens the sport and its stars for the long haul.
A Huge, Untapped Potential
Women’s football is part of a big shift in the sports and branding world. Prize money is going up, investments are increasing, and brands are taking on more responsibility to boost the sport’s visibility and growth.
Even though it has gotten way more popular, reached more fans, and gained higher viewership lately, most of the sponsorship money worldwide still goes to men’s football. But according to Nielsen’s Undervalued to Unstoppable report, the fan base will grow from 500 million to over 800 million by 2030 — and 60% of those fans will be women. That’s pretty rare in professional sports. This gap is a huge opportunity for brands who want to jump in early and take advantage of this fast-growing market.
So, don’t miss out!