In the current era of soaring popularity in women’s football worldwide, female athletes are now receiving a well-deserved monetary compensation for their efforts. They benefit from the expertise of a dedicated full-time coach and have access to world-class training facilities, on par with their male counterparts. Gone are the days when they had to engage in alternative employment as waste collectors.

“In the limited amount of time we have had, we have witnessed significant transformations,” expressed Molly Holder, a 24-year-old midfielder currently in her third season at Stoke. “Our daily routine involves an early start to utilize the gym facilities, access to professional physiotherapy services, 20 minutes in the video analysis room, socializing and enjoying team camaraderie while engaging in activities like darts, and nourishing ourselves with delicious meals alongside our teammates. We genuinely feel included and valued as an integral part of the Stoke team.”

The ninth Women’s World Cup concluded on Sunday with a thrilling final between Spain and England. Spain emerged victorious with a single goal, showcasing the dominance of these two European countries with thriving domestic leagues. This success can be attributed to the high level of professionalism displayed throughout the tournament.

The tournament has garnered impressive attendance and television viewership, instilling optimism that women’s sports can begin to close the substantial financial disparity between the genders.

According to a recent report by Deloitte, the women’s teams of the most financially successful football clubs in the world made up just 0-1% of total club revenues during the 2021/22 season.

According to Deloitte, the women’s team of Real Madrid, led by their captain Olga Carmona who scored the crucial goal on Sunday, generated revenues amounting to 1.4 million euros during the 2021/22 season.

In the same season, the Real Madrid men’s team generated revenues of 713.8 million euros, which is significantly higher when compared to the aforementioned figures.

Television Blackout

The women’s game has faced challenges in securing broadcast rights as compared to the men’s game. In an effort to address this issue, the FIFA President, Gianni Infantino, recently warned the “Big 5” nations in Europe that a TV World Cup blackout would be imposed unless their broadcasters presented improved offers.

According to FIFA, broadcasters from notable countries including Britain, Spain, France, Germany, and Italy made a relatively modest offer ranging from $1 million to $10 million for the broadcasting rights of the World Cup games. In comparison, significantly higher sums of $100 million to $200 million were paid for the broadcasting rights of the men’s tournament.

According to Jill Ellis, the esteemed coach responsible for leading the United States to consecutive World Cup victories in 2015 and 2019, acquiring the TV deals was not an easy task, as they had to engage in some intense negotiations. Ellis currently holds the prominent position of leading FIFA’s technical committee.

The current question at hand is whether the substantial viewership of the World Cup can result in expanded broadcast rights and sponsorship agreements for national teams and domestic clubs, which are crucial for maintaining interest outside of major tournaments.

According to Lisa Parfitt, a director of Women in Football and co-founder of sports marketing agency The Space Between, the domestic women’s football industry is still in its early stages. Parfitt emphasizes the need for investment in order to further develop the game.

England’s impressive victory in Euro 2022 showcased the potential impact of a team’s success on a national scale. With a staggering 17.4 million viewers, excluding those at fan parks and pubs, the Lionesses’ triumph over Germany in extra time exemplifies how sporting achievements can unite and captivate a nation.

Professional athletes such as Jill Scott, Chloe Kelly, and Ella Toone have amassed significant social media followings and secured numerous brand sponsorships. Their impressive presence on these platforms has not only elevated their own profiles but has also served to promote the sport itself.

Game Changer

According to Kieran Maguire, a professor at the University of Liverpool, the England national team exceeded expectations by successfully filling Wembley Stadium for two matches that were not part of major tournaments.

However, he mentioned that the domestic Women’s Super League (WSL) faces a more difficult task. This is because, similar to other sports, it must compete with the formidable force that is the men’s Premier League. The men’s Premier League enjoys extensive coverage in the media and dominates broadcast schedules due to the presence of world-class players representing esteemed clubs such as Manchester City, Chelsea, and Liverpool.

Despite the challenges, the Women’s Super League (WSL) experienced a remarkable 170% increase in attendance compared to the previous year, reaching an impressive average of 5,222 spectators. Arsenal set a new record with a staggering 47,367 fans in attendance. Furthermore, there was a noteworthy 16% rise in the number of women actively registering to participate in soccer.

The game of women’s sports also boasts unique aspects that set it apart.

According to Simon Chadwick, a renowned professor at the Skema Business School in France, leading brands have traditionally focused their advertising efforts on men’s sports as they are guaranteed to reach a vast audience and generate significant returns on their investments.

According to both Chadwick and Carlota Planas, a reputable women’s football agent managing numerous World Cup players, the women’s game currently presents an array of admirable qualities such as tenacity, resilience, and unity, making it appealing to potential advertisers.

According to Planas, the players have faced numerous challenges and overcome many obstacles to reach their current position. In an interview with Reuters, Planas stated, “The dedication, passion, and perseverance that we have demonstrated in pursuing and realizing our dreams is what motivates and captivates people.”

In Stoke, a strong sense of determination is evident among the recently formed semi-professional women’s team, as well as within the local villages, where proud parents enthusiastically support their daughters on various playing fields.

Holder expressed optimism that the upcoming World Cup will result in heightened enthusiasm for local teams, inspiring individuals to attend their matches on Sundays.

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