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This whitepaper, put together by Nielsen Sports and Leaders, offers a snapshot of the health of women’s football as the World Cup gets underway, examining current interest levels, the makeup of fans and what the future may bring as it increasingly professionalises.
With prime-time coverage expected across Europe, viewership is set to be up on the last tournament. At the same time, genuine commercial momentum is building with FIFA partners and team sponsors, notably Adidas and Nike, launching the most ambitious activation programmes yet seen for a women’s football event.
Women’s club football is also growing around the world, an important development which looks set to ensure there is less of a spike in interest in women’s football around major international events like the World Cup as the club game sustains interest in the periods between them.
There have been record attendances over the last year in Mexico, Spain, Italy and England, with rising interest levels and unprecedented investment from sponsors, while at a regional level, in Europe, UEFA is this season hosting the Women’s Champions League final in a different city from the men’s event for the first time.
This whitepaper examines the landscape as women’s football stands ready for its latest surge in popularity.