The State of Women's Football 2020

Delivery

This report comes in PPT.

Key Findings

Systemic issues affecting the development of women’s football are further highlighted by the COVID-19 pandemic

A lack of professional labour standards and fair financial compensation has left female players even more vulnerable during the pandemic, further affecting women’s participation in football and the potential growth of the women’s game in the future. From lack of support within clubs to cancelled seasons and postponed international events, the women’s football community has encountered significant challenges.

Insufficient media coverage of women’s football further affects its visibility and marketability

Access is key to the growth of women’s football, and broadcasters have played a major role in increasing awareness of women’s football over the last couple of years. The gap between men’s and women’s sports coverage, however, became even more pronounced during the pandemic, with attention being focused on the top men’s sports. Cancelled women’s football seasons meant less visibility and more pressure on deals with broadcasters and sponsors.

Positive signs of women’s football’s return in 2020 have been observed

The top women’s football leagues in the US and the UK have signed new broadcasting and streaming deals in 2020, expanding their reach both domestically and internationally. Upon its return in 2020, the US National Women’s Soccer League attracted record viewership numbers while UK’s FA Women’s Super League registered double-digit growth in social media following demonstrating fans’ growing interest in women’s game.

Women’s football offers new sponsorship opportunities during times of uncertainty

Growth in the number of sponsorships has been observed among the top women’s football leagues in 2020, as unbundling of sponsorship rights from the men’s game is increasing and some flagship sponsorships have been signed in 2020. Business services and construction/real estate companies are especially active in this space, using partnerships to showcase support for women's football while addressing broader gender equality issues within their respective industries.