WSL viewership totalled 21.1 million from January-May 2022, according to a report from Women's Sport Trust.īut brands may still see significant benefits in associating specifically with the women's game, such as being able to target demographics that include not just women - a 2021 survey found that 61.9% of women's soccer viewers in the U.K. TV is where the big money is, and the Premier League is the most-watched sports competition in the world, with an estimated annual 3.2 billion viewers. It may remain miles away from the men's game in terms of pure reach. "At the moment, the teams that are doing well in the WSL are the same ones that do well in the Premier League because the funding is coming from the men's team's sponsorship, and there's still a gulf in attendance."
"I think it makes a lot of sense to unbundle packages between the men and women's clubs, but there's still a conversation on the growth of the game, whether viewing figures will stay up," she said. Mel Baroni, business director at agency M&C Saatchi Sport & Entertainment, agreed that while women's soccer is "absolutely riding a wave at the moment," it's still a "little bit early" to say exactly what it will mean for sponsorship.
However, there has not been a big new breakthrough deal since the summer, he said, in part because ad contracts take some time to negotiate and tend to run on three-, five- or even 10-year cycles, and because many clubs still bundle together sponsorship packages between the men's and the women's teams. and Middle East at sports sponsorship management consultancy Onside, said sponsorship of women's sport has generally been gathering momentum in recent years, but soccer in particular had been boosted by the Euros win and WSL relaunch. Manchester United sold more than 6,500 tickets for its season opener against Reading, and says it expects to at least double last season's average attendance. WSL clubs have also reported record attendance for early games at their usual, smaller stadiums, that also tend to be farther out of city centers (something that has been cited as a challenge to growth of the game). When Arsenal Women played their arch-rivals Tottenham late last month, 53,737 fans packed in to the Emirates Stadium to see their 4-0 win, an all-time high for the league. Clubs - all but one of which also have a men's Premier League team - have scheduled multiple fixtures at their main stadiums. That trend has continued with the start of the 2022-23 season of the Women's Super League, the top tier of women's soccer in England. Meanwhile, 50 million people around the world tuned in to watch the final on TV, up from 15 million in 2017, with 365 million people watching the tournament as a whole. Organizing body Union of European Football Associations said ticket sales brought in around 60 million euros ($58 million), nearly four times as much as the 2017 tournament, with overall attendance more than double the previous high.
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It is the latest in a series of records that have been set by the game in recent months, reflecting a massive uptick in its popularity, which was reflected in - and boosted by - the popularity of the Euros tournament over the summer.Įngland's three group matches sold out months ahead, and the 87,192-strong crowd that watched the 2-1 victory over Germany in the final at Wembley was bigger than that of any previous men's or women's final.
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