The Future of Women’s Football — Bright, burgeoning and better than ever

Women in sport are making headlines again, with the WNBA publishing their pro salaries alongside the men’s for all the world to see. According to CNN, the top WNBA player earned $242,000 whilst the minimum starting salary at the NBA is at least $1 million.

It’s a stark reminder of the hurdles still to be overcome, but the shape of women’s sport continues to evolve and there’s cause for reflection – and celebration – over on the football pitch.

You only have to consider the show-stopping success of last year’s FIFA Women’s World Cup in Australia and New Zealand, and the incredible rate of investment in women’s football (Fast Company named the National Women’s Soccer League No. 5 of the top 50 most innovative companies), to know the future of women’s football is looking more exciting than ever before. So what’s changing? Well, quite a lot.?

The overall increase in investment is a major factor, making possible new recruitment programmes, training facilities and events. Governing bodies like FIFA and UEFA have been taking further steps to promote and develop women's football globally, implementing initiatives to increase participation at all levels, from grassroots to professional, and have been working to bridge the gap between men's and women's football overall. (And they’d be mad not to, with the 2023 Women’s World Cup generating the second-highest income of any global sporting event, behind only the 2022 Men’s World Cup in Qatar.)?

We also find ourselves at a time of change, with broader societal and cultural attitudes shifting towards gender equality — society is changing, and football’s changing with it. With a much more prominent seat at the table, the increasing commercial value and potential in women’s football is undeniable, and the women’s game is no longer an afterthought. It has real merit, in its own right.

Despite some bumps in the road, there is a promising upsurge in media coverage and broadcasting rights, with increased exposure allowing access to new and diverse audiences. The strong sense of belonging that the football community has always offered its fans has found a new home, in die-hard, occasional and first-time fans alike. More fans mean more investment and better sponsorship, more investment & sponsorship means…exponential growth and increased participation.

And in terms of participation, the success of major tournaments continues to raise the profile of the women's game, inspiring more girls and young women to get involved. This is not only increasing the talent pool at grassroots, but also raising the passion for the game at an amateur level.?

There may be a way to go, but things are changing for the better with a momentum that’s gathering speed all the time.??

We’ll be attending Sports Pro Live this week where women’s football is top of the agenda, and we can’t wait to hear what the incredible speaker panel has to say. Designwerk are passionate about sport for all and we’re proud to have worked on some instrumental projects that celebrate inclusive football. From creating the AFCON’s first ever continent-wide school-aged initiative, the CAF African Schools Programme, to crafting CAF Women’s Football identity and trophy, where we challenged stereotypes and accelerated advocacy with fresh storytelling and electric creativity. Check out the full case studies on our website and reach out if you’d like to connect. #SportsProLive #Women’s Football #Women’sSoccer #Women’sSport #SportsMarketing #BrandMarketing #CAF #CAFWomens #CAF Schools #FIFA Womens #UEFA