The stats behind the growth of women’s football

In December 1920, a sold-out crowd of 53,000 watched a women’s football match at Goodison Park in Liverpool. More than 900,000 women had worked in UK munitions factories during WWI, and many factories set up women’s football teams to keep their new female workers healthy and occupied – hence the unprecedented interest, which seemed to be breaking barriers for women in both sport and society.

As it turned out, we would have to wait almost 100 years before women’s football matches began drawing similar crowds again. But interest in women’s football is currently greater than ever. In March 2022, 91,553 people watched Barcelona play Real Madrid in the UEFA Women’s Champions League – to date, the highest attended women’s football match of all time.

The growth of women’s football has been a significant trend in recent years, with increased participation, visibility, and investment in the sport. Women’s football has historically been marginalized and overlooked, but as we will see in this article, it has gained traction in recent decades and the momentum shows no signs of slowing down.

Growing media coverage and fanbases

One of the main drivers behind the recent growth of women’s football has been an increase in global media coverage. Major broadcasters have begun airing women’s football matches in prime time slots, and more and more viewers are tuning in to watch these games. As a result, female football players are becoming recognizable public figures, and the sport is gaining more visibility and attention. Year-on-year broadcast revenue for women’s football grew 22% in 2022.

The growth in coverage of women’s soccer has led to unprecedented levels of interest in the sport. A recent friendly between the United States and England at Wembley Stadium attracted nearly 78,000 fans, with tickets selling out within 24 hours; and the 2022 Women’s Africa Cup of Nations attracted 50,000 fans for the final between Morocco and South Africa.

Increased revenue and investment

Another major factor in the growth of women’s football is increased investment. Governments, sponsors, and organizations are investing more money in women’s football, which in turn has led to better training facilities, higher salaries, and more opportunities for women to play professionally. This investment has also led to the creation of more youth academies and grassroots programs, which are crucial for developing young talent and promoting the sport at the grassroots level.

In October 2022, FIFA released its second benchmarking report on women’s soccer on Friday, as the sport gains momentum ahead of this summer’s Women’s World Cup in Australia and New Zealand. The organization surveyed 30 of the top leagues and 294 clubs, building on the first benchmarking report released in 2021.

Despite COVID-19 impacting club revenue, the latest survey highlighted growth across the board from revenues including matchday takings, broadcast, commercial and prize money. The clubs surveyed reported a year-on-year commercial revenue growth of 33%, suggesting growing interest among commercial sponsors, and noted that 77% of leagues now have a title sponsor, up from 11% in 2021. But there’s still room for growth: the report also found that just 7% of clubs globally reported over $1 million in revenue from all sources, and these figures still pale in comparison to the men’s game.

Knock-on effects

The success of national women’s football teams in major tournaments like the FIFA Women’s World Cup and the Olympics has raised the profile of the sport and inspired more young girls to take up the game. The increased participation and visibility of women’s football has also led to greater recognition of women’s rights and gender equality, both on and off the pitch.

However, now is not the time to rest on one’s laurels. The COVID-19 pandemic is estimated to have had a greater impact on women than on men, slowing the global expansion and funding of the game among other things. Women still face greater domestic responsibilities and less time for physical activity than men, while many continue to hold unfounded and stereotypical views on the game, like female athletes being “more emotional” than their male counterparts.

As society changes, ushering in widespread support for gender equality and boosting the popularity of women’s sport, it’s important to act on these changes and ensure that today’s record attendances and interest in women’s football continue to grow – unlike in 1920. Gender equality is a goal for all of society to aspire to – and sport is no exception.

Overall, the growth of women’s football is a positive trend that reflects the increasing recognition and respect for women’s sports. With continued investment, support and advocacy, there’s no reason why women’s football shouldn’t grow further, to become one of the most popular, lucrative and successful sports in the world.