Women’s Football Continues to Rise in Popularity
In an interview on the Footballco Business Podcast, Jenny Mitton, Managing Partner and Women’s Sport Lead at M&C Saatchi Sport & Entertainment London, discussed the growing popularity of women’s football and the opportunities it presents for brands.
Mitton highlighted the success of the 2022 Women’s Euros as a key driver for the increased interest and engagement in the women’s game in the UK. She noted that the combination of a domestic tournament and the Lionesses’ triumph provided the perfect platform to raise the profile of the sport and attract new audiences and advertisers.
Reflecting on her experience in other sports, Mitton believes football can learn from the more nimble and risk-taking approach of some other disciplines, such as women’s rugby. She cited the example of the Rugby Football League (RFL) handing over social media channels to players, allowing them to showcase their personalities and connect directly with fans.
“Football has been at the forefront because there’s more money in the space, and they’ve been enabled to invest,” Mitton said. “But there have been some other sports that have been a bit braver in some areas and have tested the water that football can learn from.”
Mitton’s insights come as the Women’s Super League (WSL) and Women’s Championship prepare for a new era under the management of NewCo, whose chief executive, Nikki Doucet, has ambitions to make the WSL the “most distinctive, competitive and entertaining” women’s soccer league in the world.
The growth in the women’s game is also reflected in the commercial landscape, with brands like Barclays, the title sponsor of the WSL since 2019, investing significantly in grassroots initiatives and becoming synonymous with the sport at all levels.
As the football calendar gears up for the Euro 2024, Champions League, and the FIFA World Cup and Women’s World Cup in the coming years, the women’s game is poised to continue its upward trajectory, both in terms of fan engagement and commercial opportunities.
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