Game-changing: How a new Visa study and whitepaper has unpacked the transformational impact of investing in women’s football
Over the last five years, women’s football has grown in popularity, visibility, recognition and financial success. With a commitment to accelerate this growth even further, Visa commissioned a study to understand and demonstrate the growth and development of the game and to highlight the opportunities and evolution required to help the women’s game reach its full potential.
Alongside sponsorships, women’s football is making a significant global economic impact. According to research following FIFA Women’s World Cup 2023 , the tournament contributed nearly USD 1.9 billion to the global GDP, created over 38,000 jobs, and added USD 932 million to household incomes. With the economic influence of women’s football increasing year-on-year, the upcoming UEFA Women’s EURO 2025 is poised to be a powerful moment for the sport.
In its new study, The Compound Effect in Women’s Football, Visa highlights the most important factors influencing the women’s game:
- Sponsorship in women’s football has grown at pace, with brands recognising the power of the game.
- Media rights are increasingly making their mark on the sport with new deals and investors.
- Increased investment has powered an evolution in the on-field game and improved the experience for professional players.
- More games played in bigger stadia, has meant better broadcast and more engaging physical and digital fan experiences.
- The women’s game is different and has unique appeal; the fan experience inclusive and the players and their personalities key to the game’s success.
As part of this study, research of 7,000 fans conducted by Visa across seven countries found:
- Over half of women’s football fans (53%) have developed their interest in the game in the last three years alone, rising to 62% amongst 18 to 24-year-olds.
- Almost half (44%) of fans expect to increase their engagement significantly in the next three years.
- Seven in ten (70%) fans believe that brands help to boost the visibility of the sport, whilst two thirds (67%) believe that brands are essential to the sport’s development.
- Fans of the women’s game have higher purchasing power, spending 71% more on sports merchandise and 41% more on entertainment than the general UK population.
The findings come as data confirms the unprecedented growth of the women’s game. Average match attendance in the top women’s football league in England has tripled in the last three seasons , whilst the number of internet searches for ‘UEFA Women’s Champions League’ in 2024 were the highest in five years.
Read the full report here.
Kim Kadlec, Chief Marketing Officer, Visa Europe said: “We believe we are at a pivotal moment which could take the women’s game to the next level. We’ve helped to lay the groundwork for a major boom in the women’s game, and we’re committed to building this movement even further. Our new whitepaper demonstrates the huge potential that can be unlocked in women’s football, as it continues to break records and capture the hearts of fans globally.”
Karen Carney OBE OLY, broadcaster and former England international, said: “The catalyst is always the international competitions, in particular when they’re in good broadcasting slots. UEFA Women’s EURO 2025 is set to be the biggest tournament yet, and we must not miss this opportunity to ensure players and fans get the attention and recognition that they deserve.”.
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1 https://www.wto.org/english/news_e/news24_e/igo_23jul24_e.html
2 Visa research conducted amongst 1,000 fans per market across the UK, Spain, Poland, France, Germany, Australia and the US
3 Two Circles Attendance & Ticketing Analysis. (2024, February 27). Retrieved from here
4 Google Trends. (2024). Worldwide search interest in “UEFA Women’s Champions League”
About the research
Digital survey conducted by Two Circles in July/August 2024 across European markets (UK, Spain, Poland, France, Germany) and global comparisons (Australia, US) of 1,000 people per market – 600 fans of women’s football, 400 fans of men’s football, with additional screening for market sizing.
UK & US: In-depth focus groups with male and female fans of women’s football, including future-focused (age 15-18) and adult core fan groups (age 20-35). Spain & Poland: 1:1 video panel sessions with 15 female and male fans of women’s football (age 20-35) to understand fan behaviour nuances.
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