Arkema, a French chemical company, recently purchased the naming rights for the French Women’s Football Championship (D1 Feminine) in a deal worth 1 million euros ($ 1.1 million) each year within 3 year. The tournament will be called D1 Arkema. Although the figure of 1 million euros is very modest compared to the 15 million euros per year that the men’s soccer tournament received from their main sponsor, but this is a very optimistic start.
“Becoming the sponsor of the D1 Feminine is a further expansion of our partnership with the Women’s World Cup. This is an asset for the Arkema brand and also a strong commitment of the Group. We accompany the French Football Federation in the country’s efforts to develop women’s football. This is also a great opportunity to enhance the image and status of women in society, ”said Le Haffaff Thierry, Arkema’s CEO.
According to Deloitte, 60% of the women’s soccer teams in the biggest leagues now have other sponsors with sponsors for the men’s soccer team in the same club. The consulting firm said the figure could reach 100% in the next Women’s World Cup season to take place in 2023. The number of European national associations with women’s football sponsors has increased from 9 in 2013 up to 17 in 2017.
Kelly Simmons, director of the professional women’s football league at the England Football Association, said the millions of pounds of deals had changed dramatically. Big deals will come with broadcast rights, such as how the Premier League for boys will bring in more than £ 3 billion a year from broadcasters. France’s highest women’s football tournament sold 5-year broadcast rights to Canal +, a pay TV company, for 6 million euros. Although this is only a small number, it is 6 times more than 2 years ago.
TF1, France’s most popular TV channel, raised the ad price twice a week for French women’s football matches, earning an estimated 9 million euros when the home team entered the knockout match. In the United Kingdom, the broadcast rights for women’s football were given to BT telecommunications company and BBC channel, almost without any money.
However, when the 2019 Women’s World Cup has just ended, it is also the start of negotiations to sign new contracts for the next season. With the increasing attractiveness of women’s football tournaments, the value of new contracts will not be low.