Women’s football’s fan base to reach top-five of global sports

The study paints a vibrant picture of growth, predicting a staggering 38% surge in its global fan base, pushing it past the 800 million mark. What’s more, a groundbreaking 60% of these new fans are anticipated to be women, making it a unique sporting landscape where female followers outnumber males. The roar of the crowd isn’t just getting louder; it’s getting more diverse!

This incredible expansion isn’t just about stadium attendance. Broadcast viewership for major tournaments is also expected to jump by a significant 30% by 2030, meaning more eyes than ever will be glued to the action on screens worldwide.

Unlocking Untapped Potential: The Sponsorship Sweet Spot

While the 2023 Women’s World Cup saw a tripling of sponsorship deals compared to 2019, the report highlights a massive, yet often overlooked, opportunity. Currently, only a fraction of global sponsorship budgets are directed towards women’s football. This is particularly puzzling given that women are projected to influence over 75% of household purchasing decisions by 2028. For brands, this isn’t just a sport; it’s a golden ticket to connect with a powerful demographic.

“We have long championed the immense potential of women’s football, and what we’re witnessing today isn’t just progress; it’s a genuine breakthrough,” stated Samantha Lamberti, Managing Director of Nielsen Sports International. “From media rights to sponsorship and fan engagement, this isn’t a future promise – it’s present value, delivering tangible returns right now.”

Momentum Builds: From NWSL to Champions League

Women’s football has already cemented its place among the top 10 most followed sports globally, and the momentum is palpable. Last year, the U.S.-based National Women’s Soccer League (NWSL) championship saw an impressive 18% increase in viewership. Across the pond, the buzz is equally strong. Disney+ recently announced a deal to broadcast Women’s Champions League matches across Europe, expanding access for fans. Even high-profile investors are taking notice, with Reddit co-founder Alexis Ohanian, husband to tennis legend Serena Williams, acquiring a stake in Women’s Super League (WSL) champions Chelsea.

Deloitte’s recent findings further underscore this financial boom, reporting a 34% rise in WSL revenues during a record-breaking 2023-24 season. They’re forecasting that total revenue for WSL clubs will hit a remarkable 100 million pounds (approximately $135.93 million USD) by the 2025-26 season.

Fan Power: A Global Surge in Interest

While some viewership metrics might have seen a temporary dip after the 2023 Women’s World Cup high, another surge is expected following the upcoming European Championship in Switzerland next month. Nielsen’s data shows a consistent pattern of increased interest around major tournaments. Switzerland, for instance, boosted its women’s football fan base by 22% in 2024 in anticipation of the Euros. In the UK, interest soared by 15% in the two years following England’s triumphant Euro 2022 victory.

Over the past five years, female fans have driven a substantial 60% rise in overall interest, with China leading the charge, adding 186 million new enthusiasts. Brazil and India are also key drivers of this growth.

This escalating interest is mirrored in participation rates. China has witnessed an astounding 300% increase in women’s football participation. European nations are also seeing significant jumps, with France boasting a 150% rise, Spain 95%, the Netherlands 25%, and the UK 24% since 2019.

The message is clear: women’s football is no longer just a niche interest. It’s a powerhouse sport, rapidly gaining fans, investment, and global recognition, proving it’s truly unstoppable.

MANCHESTER, England, June 17, 2025 – Get ready for a game-changing shift in the world of sports! Women’s football is on an unstoppable ascent, poised to become one of the top five global sports by the end of this decade. That’s the electrifying forecast from a new report, “Undervalued to Unstoppable,” released by Nielsen Sports in collaboration with PepsiCo.

The study paints a vibrant picture of growth, predicting a staggering 38% surge in its global fan base, pushing it past the 800 million mark. What’s more, a groundbreaking 60% of these new fans are anticipated to be women, making it a unique sporting landscape where female followers outnumber males. The roar of the crowd isn’t just getting louder; it’s getting more diverse!

This incredible expansion isn’t just about stadium attendance. Broadcast viewership for major tournaments is also expected to jump by a significant 30% by 2030, meaning more eyes than ever will be glued to the action on screens worldwide.

Unlocking Untapped Potential: The Sponsorship Sweet Spot

While the 2023 Women’s World Cup saw a tripling of sponsorship deals compared to 2019, the report highlights a massive, yet often overlooked, opportunity. Currently, only a fraction of global sponsorship budgets are directed towards women’s football. This is particularly puzzling given that women are projected to influence over 75% of household purchasing decisions by 2028. For brands, this isn’t just a sport; it’s a golden ticket to connect with a powerful demographic.

“We have long championed the immense potential of women’s football, and what we’re witnessing today isn’t just progress; it’s a genuine breakthrough,” stated Samantha Lamberti, Managing Director of Nielsen Sports International. “From media rights to sponsorship and fan engagement, this isn’t a future promise – it’s present value, delivering tangible returns right now.”

Momentum Builds: From NWSL to Champions League

Women’s football has already cemented its place among the top 10 most followed sports globally, and the momentum is palpable. Last year, the U.S.-based National Women’s Soccer League (NWSL) championship saw an impressive 18% increase in viewership. Across the pond, the buzz is equally strong. Disney+ recently announced a deal to broadcast Women’s Champions League matches across Europe, expanding access for fans. Even high-profile investors are taking notice, with Reddit co-founder Alexis Ohanian, husband to tennis legend Serena Williams, acquiring a stake in Women’s Super League (WSL) champions Chelsea.

Deloitte’s recent findings further underscore this financial boom, reporting a 34% rise in WSL revenues during a record-breaking 2023-24 season. They’re forecasting that total revenue for WSL clubs will hit a remarkable 100 million pounds (approximately $135.93 million USD) by the 2025-26 season.

Fan Power: A Global Surge in Interest

While some viewership metrics might have seen a temporary dip after the 2023 Women’s World Cup high, another surge is expected following the upcoming European Championship in Switzerland next month. Nielsen’s data shows a consistent pattern of increased interest around major tournaments. Switzerland, for instance, boosted its women’s football fan base by 22% in 2024 in anticipation of the Euros. In the UK, interest soared by 15% in the two years following England’s triumphant Euro 2022 victory.

Over the past five years, female fans have driven a substantial 60% rise in overall interest, with China leading the charge, adding 186 million new enthusiasts. Brazil and India are also key drivers of this growth.

This escalating interest is mirrored in participation rates. China has witnessed an astounding 300% increase in women’s football participation. European nations are also seeing significant jumps, with France boasting a 150% rise, Spain 95%, the Netherlands 25%, and the UK 24% since 2019.

The message is clear: women’s football is no longer just a niche interest. It’s a powerhouse sport, rapidly gaining fans, investment, and global recognition, proving it’s truly unstoppable.