The Commercialisation of Women’s Football: Challenges and Opportunities

Historical Context and Institutional Barriers

The trajectory of women’s football has been shaped by historical challenges. Between the 1920s and 1970s, formal bans imposed by many national football associations excluded women from accessing football grounds, stalling the development of the sport (Cox & Pringle, 2012). The lifting of these bans in the 1970s marked the beginning of the ‘modern era,’ characterised by institutional changes that eventually paved the way for globalisation in women’s football during the 1990s (Valenti et al., 2018). Today, the sport is experiencing unprecedented growth, with international tournaments drawing vast audiences and participation rates surging (UEFA, 2022a; UEFA, 2022b; UEFA, 2022c).

Gender Equality and National Variations

Differences in political systems, gender equality, and historical development significantly impact perceptions, policies, and outcomes in women’s football. Greater gender equality, as measured by the Gender Equality Index (GEI), has been linked to broader resource allocation and improved outcomes, including Olympic success (Lowen et al., 2016). For example, Finland (GEI 86.1%), Spain (78.8%), and France (78.4%) demonstrate stronger commitments to gender parity compared to countries like Poland (71.5%) (World Economic Forum, 2021). These disparities influence the support provided to women’s football, from grassroots development to elite-level competition.

Similarly, countries with larger populations and higher GDP per capita tend to offer better infrastructure, increased leisure time, and greater opportunities for player development (Leeds & Leeds, 2012). Nations like Australia, Spain, and England have fully professional women’s leagues, while others operate mixed professional and semi-professional models. These economic and demographic factors influence the commercialisation and professionalism of the game, shaping the pathways available to women players.

Best Practices for Sustainable Growth

To ensure the long-term development and sustainability of women’s football, several best practices can be implemented:

• Increased investment in grassroots programs to build a robust talent pipeline.

• Equitable pay and resource allocation to support players and address historical disparities.

• Enhanced visibility and media coverage to attract private sponsorships and engage broader audiences.

• Professionalisation of leagues through partnerships, governance reforms, and improved player welfare policies.

• Fan engagement strategies to promote the women’s game as a niche product while leveraging its unique appeal.

Challenges of Commercialisation

While commercialisation offers growth opportunities, it also poses challenges. Exploitation of players in terms of inadequate pay, exclusion of financially weaker teams, and obligatory changes without stakeholder consultation are significant concerns (Culvin & Bowes, 2021; Woodhouse et al., 2019). For example, in England, the Football Association’s monopoly over women’s football has led to a results-driven coaching environment, marginalising stakeholders and fostering an overly competitive culture (Lewis et al., 2022).

Moreover, even at the professional level, many players struggle to achieve financial stability and must take on additional jobs to supplement their income (Ando et al., 2022). These systemic issues hinder the development of players’ careers and affect their identity as professional athletes.

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Future Pathways

Despite these challenges, the future of women’s football remains promising. Increased investment from football federations, player or youth development (Sotiriadou et al., 2008; Sotiriadou et al., 2022), equitable resource distribution, and strategic marketing initiatives can elevate the women’s game to new heights. By addressing gender inequality, leveraging population and GDP advantages, and fostering inclusive governance structures, women’s football can sustain its growth trajectory and secure its place on the global stage as a commercially viable and socially impactful sport.

How Has The Role & Influence Of Athletes Changed In Society?

In recent years, athletes have transcended their traditional roles as competitors and entertainers to become cultural icons and role models. Inspiring generations of young people and shaping social discussion on critical issues such as equality, justice, and resilience (Popek, 2024). Female footballers, in particular, have emerged as agents of change, challenging societal norms and inspiring millions through their actions both on and off the field. This shift has been facilitated by the perceived growing visibility of women's sports and the influence of digital platforms to amplify athletes' voices. In the sports industry women are expected to not only be athletes, but also role models for girls interested in sports (Bruce, 2016).

Social media has played a pivotal role in this transformation. Platforms such as Instagram, TikTok, and X (formally known as Twitter) allow athletes to communicate directly with fans. This has enabled them to share authentic narratives, build personal brands, and engage in real-time dialogues on pressing social issues (Grotkamp, 2023). For example, Megan Rapinoe’s outspoken advocacy for equal pay has sparked global conversations about equity in sport, further solidifying her influence beyond football.

This evolution is also reflected in the growing commercial power of female footballers. Brands increasingly recognise the unique value female athletes bring as ambassadors (Mogaji et al., 2022). Their authenticity and relatability resonate with diverse consumer bases, making them ideal partners for campaigns that emphasise empowerment and inclusivity.

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How Will This Role Develop In Future Years?

The role of female athletes is set to expand even further in the coming years, driven by the increased investment in women's sports. Even as viewership and fan engagement grows, sports media is still slow to embrace women’s sport, so female athletes are moving to social media to connect with fans (Moritz, 2022). As digital platforms evolve, athletes will have even more tools to engage with their fans, tell their stories, and advocate for change (Constantinou, 2024).

One significant development will be the rise of athletes as entrepreneurs and content creators. Platforms like YouTube and TikTok enable athletes to monetise their content, from behind-the-scenes glimpses of their training to advocacy campaigns (Abeza & King-White, 2023). This shift will hopefully empower female athletes to build independent revenue streams, reducing their reliance on traditional sponsorships.

The increasing popularity of women's sports will also drive this evolution. Events such as the FIFA Women's World Cup, the UEFA Women's Champions League and Barclays Women’s Super League are drawing record-breaking viewership, prompting broadcasters and sponsors to allocate more resources to women's sports. This visibility will create more opportunities for athletes to influence cultural narratives and inspire younger.

What Have Been The Contributing Factors To Athletes' More Pronounced Role In Society?

Platforms like Instagram and X have given athletes unprecedented access to global audiences. Unlike traditional media, which often underrepresented female athletes, social media allows them to share unfiltered stories and directly interact with fans. This has enabled athletes to showcase their personalities, advocate for social causes, and build powerful personal brands. Research shows that social media posts by female athletes achieve nearly eight times the engagement of men’s posts, with an average of 48,000 interactions compared to 6,300 (SponsorUnited, 2022). Additionally, women surpass men in the percentage of engaged followers, reflecting the strong connections they forge with audiences.

Additionally, networks are dedicating more airtime to women’s events, and high-profile tournaments like the FIFA Women’s World Cup are having record viewership. This was evident with the Barclays Women’s Super League moving broadcasting from pay-tv broadcaster, Sky, to YouTube. The reach provided by free-to-air broadcasting has been instrumental in the growth and progress of women’s football moving forward (Donaldson, 2024).

Is There A Difference In How Male & Female Athletes Are Being Perceived Today?

Athletic participation has previously been regarded as a male dominated field, with female athletes often encountering social stigma and challenges to their feminine identity, leading to expectations that they would perceive and experience role conflicts (Sage & Loudermilk, 1979). In recent years there has been an attempt to shift the perception of female athletes from ‘sexy to strong’ with female athlete being less sexualised in media and advertisement (Crawford, 2023) however this is still a common theme present (Santoniccolo et al., 2023). Historically, female footballers received limited attention in the media, often portrayed through a narrow lens of gender stereotypes. Today, however, players like Sam Kerr, Megan Rapinoe, and Alex Morgan are celebrated not only for their athletic achievements but also for their advocacy on issues such as gender equality, LGBTQ+ rights, and mental health. These athletes use their platforms to challenge systemic inequalities and advocate for social justice, reshaping public perceptions of women's sports and the athletes themselves.

What Are Some Of The Benefits Of Athlete Sponsorship?

Sponsoring female athletes offers numerous benefits for brands. The Office for Women in Sport and Recreation (2024) found that sponsorships of elite women's sports outperform those of men's elite sports in driving brand awareness, consideration, and customer conversion. Furthermore for every $1 invested by corporate sponsors in enhancing the visibility of elite women's sports, organisations are realising an average return of $7.29 in customer value (The Office for Women in Sport and Recreation, 2024).

The demand for partnerships in women’s elite sports remains strong, with significant opportunities for corporate sponsors as organisations work towards increasing visibility to achieve equality with men’s sports. Currently, women’s elite sport properties are valued at just 12% of men’s, but achieving sponsorship equality would require over $125 million annually, delivering substantial commercial and brand benefits. Accelerating this could unlock up to $72 billion in customer value for sponsors within 15 years if achieved by 2028 (The Office for Women in Sport and Recreation, 2024).

Female athletes have large and engaged followings, both on social media and in traditional media. Sponsorships enable brands to tap into these audiences, increasing their visibility and reach. For example, Nike’s sponsorship of Sam Kerr has strengthened the brand’s association with empowerment and excellence. Partnering with female athletes allows brands to align with these positive attributes, enhancing their reputation and resonating fans. Furthermore, sponsorship can lead to increased brand loyalty as consumers support companies that align with their values (Voorn et al., 2021).

The rise of women’s sports presents untapped market potential. Brands that invest in female athletes can establish themselves as pioneers in supporting gender equality, appealing to consumers who value inclusivity. However, the success of marketing in women’s sport is driven by the remarkable talent of its athletes.

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