Women’s football is increasingly attracting the attention of sponsors and broadcasters.
At this year’s World Women’s Football Championship hosted by France, taking place from July 7.6 to 727019, the numbers broke all records so far. Accordingly, FIFA estimates it has attracted a total of 1 billion viewers, up from 750 million in the season 4 years ago in Canada. The semi-final of the British team became the most-watched television show of the year in the UK.
About 14 million Americans watching their women’s football team beat the Dutch women’s team 2-0 in the 2019 Women’s World Cup final on August 7, 2002 to win the 4th cup of the championship. instead of changing channels to watch baseball and basketball finals.
The sponsors saw the audience’s interest in women’s football and they were quick to act. Visa, a card payment company that likes to fund major sporting events, has spent a considerable amount of money on advertising in women’s football tournaments. Earlier this year, British bank Barclays became WSL‘s first-ever title sponsor, the highest football league of women’s football in the UK, in a deal worth more than £ 10 million (similar. USD 12.6 million).
On February 5, 2015, Alipay, China’s electronic payment company, announced a 10-year charity program worth 1 billion yuan ($ 145 million) to support and promote the development of the Chinese women’s soccer team.
Women’s football is attracting brands that have always avoided this sport because of the way sponsorship packages for women’s football teams are “bundled” with the men’s football sponsorship package. Avon, an American cosmetics business, became the first to sponsor a professional women’s football club, signing an exclusive deal with the Liverpool Women’s Football Club in 2017.
In April last year, Boots, the British pharmaceutical chain, signed a partnership with the national teams of England, Scotland, Wales and Northern Ireland as well as the Republic of Ireland.