{"id":3191,"date":"2022-07-19T01:08:02","date_gmt":"2022-07-19T05:08:02","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/07\/19\/on-the-rise-the-growing-power-of-womens-football\/"},"modified":"2022-07-19T01:08:02","modified_gmt":"2022-07-19T05:08:02","slug":"on-the-rise-the-growing-power-of-womens-football","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/on-the-rise-the-growing-power-of-womens-football\/3191\/","title":{"rendered":"On the Rise – The Growing Power of Women\u2019s Football"},"content":{"rendered":"\n

By Phil Carling, Managing Director of Football, Octagon Worldwide<\/em><\/p>\n\n\n\n\n\n

Women\u2019s football has been increasing in popularity over recent years. Fifa have reported 29 million women and girls play football worldwide with the goal to double this to 60 million by 2026.<\/a> However, as seen at the recent Women\u2019s FA Cup Final,<\/a> there is still quite a disparity in the support, sponsorship and media coverage between the women\u2019s and men\u2019s beautiful game.<\/p>\n\n\n\n\n\n\n\n

The forthcoming UEFA Women\u2019s Euros<\/a> will undoubtedly attract comment and speculation about the prognosis for women\u2019s football and the role that sponsorship can play. The investment trajectory of this sport is an unstoppable upward vector, with complex and varied reasons worth assessing, as they offer further insights into the status of the women\u2019s game and the role that sponsorship can play in building positive momentum.<\/p>\n\n\n\n\n\n\n\n

Historically women\u2019s football has suffered chronic underinvestment with core issues being raised around a lack of professionalism, low levels of participation and disinterest from fans fixated on the men\u2019s game. Active measures by the Football Association introducing The FA Women\u2019s Premier League in 1994<\/a> went some way to addressing participation but it was in the USA and the creation of the first professional league where the issue of investment was confronted head on, off the back of the wildly successful USA Women\u2019s World Cup of 1999. Despite the ultimate failure of this endeavour, The U.S. college system supported a degree of professionalism in women\u2019s football and offered excellent levels of coaching. It\u2019s no surprise that the USA have won 4 World Cups and remain the team to beat at an international level.<\/p>\n\n\n\n\n\n\n\n

In Europe however, the women\u2019s game relied on a handful of visionaries to invest ahead of any immediate material benefit, simply because it was the right thing to do.<\/p>\n\n\n\n\n

Reliance on Women’s Football Visionaries<\/h2>\n

First David Dein at Arsenal created a powerhouse built on professionalism, with a line of funding that wasn\u2019t reliant on profit but on an understanding that the team contributed hugely to the Arsenal brand and its values. It has taken the rest of the leading football clubs over 20 years to catch up, with Arsenal\u2019s model now being imitated by all the major teams.<\/p>\n\n\n\n\n\n

The FA\u2019s Women\u2019s Super League (WSL) has been quite pivotal in laying the grass roots pathways for talent to emerge and enter into the clubs. The next phase will be to commercialise these teams and begin the generation of media and sponsorship models which mirror those successfully developed on the men\u2019s side. There is strong evidence that sponsorship deals are being done with dedicated resources being given to the women\u2019s teams to evolve these opportunities. For example, Standard Chartered and Mastercard have both built specific leverage programmes targeted towards the women\u2019s teams they support. Arsenal are an example of a club where sponsorship can be bought specifically for the women\u2019s team without first having a relationship with the men. Both developments are evidence of a growing confidence and maturity in the commercialisation of the sport.<\/p>\n\n\n\n\n\n\n\n

The other women\u2019s football visionary was Jean- Michel Aulas, whose 20-year investment <\/a>in French women\u2019s football club Olympique Lyonnais F\u00e9minin has built the world’s finest and most consistently successful women\u2019s team. Across the last 9 Women\u2019s Champion League Finals all but one has featured Lyon, including their sixth win this May in Turin against a magnificent Barcelona team. Aulas is to be lauded for having the vision to appreciate the potential of women\u2019s football and for creating the conditions for the world\u2019s best talent to hone and develop their skills.<\/p>\n\n\n\n\n

The Sponsorship Tipping Point<\/h2>\n

The axiom in sport is that talent follows money, eyeballs follow talent and money follows eyeballs. Dein and Aulas understood that to kick start that cycle there had to be investment in capturing and developing the talent in the first place. The key to improving standards in any sport is to give the talent both the time, the opportunity and the guidance to be the best they can. As standards improve the audience and interest grows too. This then creates the conditions for media interest and, where media audiences grow, sponsorship blooms soon after. There is every reason to believe that women\u2019s football is close to this tipping point but there is another factor at work in this arc of history – the modern societal narrative of diversity and inclusion.<\/p>\n\n\n\n\n

A Values-Based Proposition<\/h2>\n

Women\u2019s football offers a superb metaphor for the issues of diversity and inclusion. It has faced an historic struggle with prejudice and provides a ready shorthand for the growing belief in the empowerment of women and their right to participate in those areas of society thought of as a male preserve. It would be a struggle to think of a modern and progressive organisation which does not have these concerns at the forefront of its corporate mission and values. Consumers want their brands to stand for something and equality, diversity and inclusion would rank highly in any list of causes. In light of this it is easy to see how women\u2019s football can add a highly emotive cause related string to its bow, offering advantages over its male counterpart. If the pure metrics of the audience are still playing catch up, a values-based proposition can more than compensate.<\/p>\n\n\n\n\n\n

Many recent investments may be better understood in light of the above. It is also interesting to consider the sectors from which the larger sponsorships have derived with financial services leading the charge. Visa <\/a>have taken a big position with UEFA to add to their Women\u2019s World Cup, Standard Chartered<\/a> have taken on Liverpool Women\u2019s FC and Mastercard <\/a>now has a significant portfolio of elite clubs and star talent, including Hegerberg , Wendy Renard, Pernille Harder, Alex Scott and Golden boot Sam Kerr.<\/p>\n\n\n\n\n\n\n\n

The momentum for these investments is almost wholly driven by a values-based initiative where women\u2019s football will be used to validate a narrative around equality and opportunity. This is a fascinating development and almost the first example of a sport generating this type of investment ahead of a fully evolved quantitative and audience based proposition.<\/p>\n\n\n\n\n

So What of the Immediate Future?<\/h2>\n

There is no doubt that the club level of the women\u2019s game is still playing catch up with variations in standards affecting credibility but this is changing. The area where the recipe is almost complete is international football, where standards are high, competition intense and the commercial proposition is already in place, backed by money and impeccable broadcast platforms.<\/p>\n\n\n\n\n\n

This Summer, fans will enjoy the Women\u2019s Euros hosted in England featuring nearly all of the world\u2019s best teams and many of its best players. All of the matches will have terrestrial broadcast platforms and moreover England are amongst the favourites. So reasons to invest and leverage those existing assets? Most certainly.<\/p>\n","protected":false},"excerpt":{"rendered":"

There is no doubt that the club level of the women\u2019s game is still playing catch up with variations in standards affecting credibility, but this is changing.<\/p>\n","protected":false},"author":7,"featured_media":3192,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-3191","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"\nOn the Rise - The Growing Power of Women\u2019s Football | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/on-the-rise-the-growing-power-of-womens-football\/3191\/\" \/>\n<meta property=\"og:locale\" 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