Women’s football is on a direct path to becoming one of the most followed sports globally by the end of the decade.
That’s the headline finding from a new global study by Nielsen Sports and PepsiCo, which forecasts the sport will reach more than 800 million fans worldwide by 2030, with growth in viewership, participation, and commercial interest outpacing many male-dominated competitions.
Titled “From Undervalued to Unstoppable”, the report highlights a seismic shift in the global sports landscape, as well as an apparent disconnect between the sport’s momentum and the commercial investment it currently receives.
Fan growth has been especially rapid. The global fan base for women’s football has expanded by 38% in just the past few years. Most notably, 60% of these fans are female, making it the only major sport with a majority female following.
Broadcast Growth
Broadcast audiences have also surged. The National Women’s Soccer League (NWSL) in the United States recorded an 18% increase in viewership for its most recent final, while the UEFA Women’s Champions League continues to break attendance and streaming records across Europe.
The report predicts a 30% growth in broadcast audiences by 2030.
Grassroots and youth participation rates are exploding. China has led the way with 300% growth, adding more than 180 million new fans, while Brazil and India also reported dramatic surges in engagement.
In Europe, countries like France (+150%) and Spain (+95%) have seen participation numbers double or more in under a decade, primarily driven by government support, high-profile league expansion, and increased visibility through media coverage.
Commercial investment is starting to rise — sponsorship of women’s football tripled between 2019 and 2023 — but it remains a fraction of the global sports marketing economy. Even in top-tier leagues, the monetisation gap remains significant.
England’s Women’s Super League, for example, grew its revenue by 34% last season and is on track to reach £100 million by 2026. Yet compared to the men’s Premier League, that remains a small slice of the pie.
Similar patterns are evident in the United States, Australia, and Germany.
The Untapped Business Case
The report points to a compelling commercial opportunity: women are set to make 75% of household purchasing decisions globally by 2028.
Brands that align early with women’s football — through media rights, sponsorship, or community activation — stand to gain outsized returns as the sport’s cultural and economic value continues to rise.
“This is not just about equity — it’s about smart investment,” the report notes. “The sport has the fans, the players, and the stories. What it needs now is the business to catch up.”
Major Events
Mega-tournaments have acted as catalysts. The 2023 FIFA Women’s World Cup set records for ticket sales, viewership, and global social engagement.
The 2025 Euro Championships starting on July 2nd in Switzerland with extensive coverage on RTÉ will likewise do the same.
A Global Movement
From government-supported grassroots schemes in India to fully professionalised leagues in England and the US, the infrastructure around women’s football is growing fast.
The challenge is ensuring that investment, governance, and visibility keep pace with fan interest.
Women’s football is a rapidly scaling global sport with a powerful fan base and a proven commercial case.
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SPORT FOR BUSINESS PERSPECTIVE
The growth in interest is evident when looking at the Republic of Ireland Women’s National Team but not yet so in the Women’s League of Ireland. Jill Downey of Core and DLR Waves will be joining us next week as part of a discussion in Dublin on the future of the Men’s and Women’s Leagues and this provides a fascinating backdrop for that.
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