Nielsen projecting women’s football’s fan base to reach top-five of global sports
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Nielsen projecting women’s football’s fan base to reach top-five of global sports
Women’s football set to become one of the world’s top five sports by 2030. Global fan base projected to grow by 38% to reach more than 800 million people. 60% of those fans are projected to be women, according to a report by Nielsen Sports and PepsiCo. Only a small fraction of global sponsorship budgets are allocated to women’s football, the report says. The global broadcast audience is also expected to rise by 30% across major tournaments by 2030, it adds. The U.S.-based National Women’s Soccer League championship last year had an 18% increase over the previous year. The study was published on Tuesday by the Nielsen Sports International and the PepsiCo company. The report was released to coincide with the launch of the Women’s Champions League.
Summary Nielsen projects women’s soccer fan base to surpass 800 million by 2030
Study found surges in fan interest around major tournaments
China has biggest increase in fan growth
MANCHESTER, England, June 17 (Reuters) – Women’s football is set to become one of the world’s top five sports by 2030, according to a report by Nielsen Sports in collaboration with PepsiCo, with a global fan base projected to grow by 38% to reach more than 800 million people.
Some 60% of those fans are projected to be women, according to their report “Undervalued to Unstoppable” released on Tuesday, creating one of the few sports which is followed by more females than males.
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The global broadcast audience is also expected to rise by 30% across major tournaments by 2030.
While sponsorship deals tripled for the 2023 Women’s World Cup from the 2019 tournament, only a small fraction of global sponsorship budgets are allocated to women’s football, according to the study.
It presents a significant opportunity, the researchers argued, considering women are projected to drive over 75% of household purchasing decisions by 2028.
“We have long believed in the potential of women’s football, and today, we’re no longer just tracking progress, we’re witnessing a breakthrough,” said Samantha Lamberti, managing director of Nielsen Sports International.
“From media rights to sponsorship and fan engagement, this is no longer a case of future promise but present value.”
Women’s football is already one of the top 10 most followed sports globally, and momentum appears to be building. Viewership of the U.S.-based National Women’s Soccer League championship last year had an 18% increase over the previous year.
Disney+ announced last month a deal to broadcast Women’s Champions League matches across Europe, while Alexis Ohanian, the Reddit co-founder and husband of tennis great Serena Williams, acquired a stake in Women’s Super League champions Chelsea that same month.
Deloitte recently reported that WSL revenues climbed by 34% during a record-breaking 2023-24 season, and are forecasting WSL clubs’ total revenue will reach a record 100 million pounds ($135.93 million) in the 2025-26 season.
WSL attendance , however, has dropped after it peaked in 2023-24 on the heels of the 2023 Women’s World Cup, but is expected to have another rise after the European Championship next month in Switzerland.
Nielsen reported a surge in interest around major tournaments. Switzerland grew its women’s football fan base by 22% in 2024 ahead of the Euros, while interest in the UK rose 15% over the two years after England’s victory at Euro 2022.
Women’s football has enjoyed a 60% rise in female fans over the past five years, according to Nielsen, with momentum strongest in China, with 186 million new fans over that period, Brazil, and India.
Growth in participation echoed the increase in interest, with China seeing a 300% rise. Participation has also climbed in Europe, with France — with a 150% jump — Spain (95%), the Netherlands (25%) and the UK (24%) seeing the highest increases since 2019.
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Reporting by Lori Ewing Editing by Christian Radnedge
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Women’s Super League expanding to 14 teams from 2026
The English Women’s Super League is set to expand to 14 teams from the start of the 2026-27 season. The 2025-26 campaign will conclude with a relegation/promotion play-off. The Championship will continue as a 12-team league with “additional promotion opportunities” from the FA Women’s National League Northern and Southern Premier Divisions. Women’s football set to become one of the world’s top five sports by 2030, according to a report by Nielsen Sports (in collaboration with PepsiCo) The global fan base is projected to grow by 38% to reach more than 800 million people, with 60% of those fans projected to be women. Viewership of the U.S.-based National Women’s Soccer League championship last year had an 18% increase over the previous year. The top two of the Championship will go up automatically and the third-placed side will take on the team which finished bottom of the WSL.
A proposal put forward by Nikki Doucet, chief executive of Women’s Professional Leagues Limited, was voted through at Monday’s WSL Football shareholders meeting.
It requires the approval of the Football Association board but, if it gets the green light, 14 teams will compete in the women’s top flight from next year and the 2025-26 campaign will conclude with a relegation/promotion play-off.
“Over the past few months, WSL Football has led a thorough and robust, consultative process backed by research and analysis which explored multiple options that could drive the game forward and help it reach its potential,” Doucet said.
“Our priority was to find a route that would benefit the whole women’s game pyramid, and we believe this next evolution of women’s professional football will raise minimum standards, create distinction and incentivise investment across the board.
“Subject to the approval from the FA board, expanding the BWSL to 14 teams will stimulate movement between leagues and through the pyramid which increases opportunities.
“The introduction of a promotion/relegation play-off creates distinction for the women’s game and introduces a high-profile, high-stakes match.”
The 2024/25 WSL table
If the expansion from a 12-team WSL to 14 gets FA approval, it offers three Women’s Championship clubs the chance to gain promotion during the 2025-26 campaign.
The top two of the Championship will go up automatically and the third-placed side will take on the team which finished bottom of the WSL in a play-off.
The Championship will continue as a 12-team league with “additional promotion opportunities” from the FA Women’s National League Northern and Southern Premier Divisions at the end of the 2025-26 campaign.
“The method for these promotions, and any impact further down the pyramid, will be confirmed by The FA in due course,” a WSL Football statement read.
It means from the 2026-27 season, the 14th-placed team would be relegated and replaced by the winner of the Championship.
A relegation/promotion play-off between the 13th-placed club in the WSL and Championship runner-up would then determine the final place in the top-flight.
There were 14 Republic of Ireland internationals with WSL clubs last season and 24 in the Championship.
Megan Campbell left London City Lionesses last month after helping them to win promotion to the WSL
Meanwhile, women’s football is set to become one of the world’s top five sports by 2030, according to a report by Nielsen Sports (in collaboration with PepsiCo), with a global fan base projected to grow by 38% to reach more than 800 million people.
Some 60% of those fans are projected to be women, according to their report ‘Undervalued to Unstoppable’ released on Tuesday, creating one of the few sports which is followed by more females than males.
The global broadcast audience is also expected to rise by 30% across major tournaments by 2030.
While sponsorship deals tripled for the 2023 Women’s World Cup from the 2019 tournament, only a small fraction of global sponsorship budgets are allocated to women’s football, according to the study.
It presents a significant opportunity, the researchers argued, considering women are projected to drive over 75% of household purchasing decisions by 2028.
Women’s football is already one of the top 10 most followed sports globally, and momentum appears to be building. Viewership of the U.S.-based National Women’s Soccer League championship last year had an 18% increase over the previous year.
Disney+ announced last month a deal to broadcast Women’s Champions League matches across Europe, while Alexis Ohanian, the Reddit co-founder and husband of tennis great Serena Williams, acquired a stake in Women’s Super League champions Chelsea that same month.
Deloitte recently reported that WSL revenues climbed by 34% during a record-breaking 2023-24 season, and are forecasting WSL clubs’ total revenue will reach a record £100 million pounds (€117 million) in the 2025-26 season.
WSL attendance, however, has dropped after it peaked in 2023-24 on the heels of the 2023 Women’s World Cup, but is expected to have another rise after the European Championship next month in Switzerland.