A new era in Women's Football

By Taraneh Talai: Director - Head of Client Services

With the Women’s Super League and Championship back in full swing after the winter break, we glance back across the positive news surrounding the sport. At the end of 2023 it was announced that all 24 clubs across the top two tiers have unanimously agreed to proceed with the formation of a new organisation (NewCo) and operate independently from the FA.

Proceedings have begun to move into a new governance structure ahead of the 2024/2025 season. All 24 clubs will be shareholders of NewCo, a restructure of power similar to the Premier League’s 20 club governance model. This is viewed as a critical next phase in the commercial growth of the English women’s game.

Under this new governance, there will be a renewed focus on driving investment, enhancing commercial opportunities and ensuring the long-term prosperity of the leagues. With a separate governing body you would hope there will be potential for more streamlined decision making, quicker responses to evolving challenges, and a heightened ability to adapt to the dynamic landscape of women’s football globally. It will enable the leagues to pursue innovative approaches, such as commercial partnerships and broadcast deals, which will contribute to elevating its overall profile. It could open up opportunities for collaboration with the FA, fostering a collective relationship where both entities work in tandem to promote and strengthen women’s football across all levels.

The future holds immense promise for the WSL and Championship under this new independent governance and it’s an exciting time. We only have to look up to see that there are so many other good news stories surrounding the sport which only add merit to this promise.

Arsenal started the season with a record breaking attendance for a WSL match setting a new record with 54,115 fans at the Emirates for their opening match defeat to Liverpool. This surpassed the previous record by nearly 10,000 set only last season and also held by Arsenal. Just two months later they went on to smash this record again as 59,042 fans watched them beat Chelsea 4-1.

In November, Chelsea v Liverpool was shown on BBC1 and became the most viewed WSL match of all time peaking at 1.1 million viewers and featuring ARETé’s own Aggie Beaver-Jones. It beat the previous season's record of 766,000 for Arsenal v Aston Villa.

In December, the government announced new ￡30 million funding to deliver approximately 30 new facilities to support more women and girls into grassroots football.

New research has found media coverage of women’s sports has nearly tripled in the last 5 years. A report from Wasserman, and backed by ESPN, has found that the average share of women’s sports media coverage across broadcast, streaming, social media and digital publications has risen to 15% of total sports coverage, leaping past the long assumed 4%. If coverage trends continue it would reach 20% by 2025. The overall increase in content was notably driven from the surge in streaming and social media but again this powerful data only cries out for a reassessment of the potential and opportunity in women’s sports for investment. It can’t be emphasised enough how crucial the correlation is between greater media coverage, increased attendance, more participation and therefore more investment.

The growth of fan support is a driving force for funding and sponsorship. So this is a public service announcement.

?? Have you actually been to a live women’s football match or any sporting event? If not…go!

They can be more affordable, more accessible, more family friendly and equally entertaining! Watch women’s events on TV or live streams. Follow women’s sports teams and their athletes on social media. Encourage family and friends to do the same. These are small ways in which we can advocate for women’s sports to help sustain the momentum that continues to grow.?

The way is paved for a future where women’s football stands tall, inspiring and empowering future generations. They say that change is often the precursor to progress and I for one am confident and hopeful that this will be yet another defining moment for women’s football in the UK. Marking a significant paradigm shift and ushering in a new era of autonomy and opportunity for women’s football as it rightfully claims it’s place among the elite in the world of sports.