Scoring Goals for Change: How Brands Can Lead the Women’s Football Revolution

Image source: Jeffrey F Lin via Unsplash

When I was around eight, I remember sitting in front of the TV with my dad, watching a Saturday footie programme. It’s funny what sticks in your memory, as this wasn’t a standout day (unlike when I wasn’t allowed to go to a Green Day concert at eight - devastating). But the memory stands out as the first time I understood both what women’s football was - and its negative reputation as ‘lesser-than’. 

The programme was typical for a mid-2000s morning show; lad-banter, minimal focus on the actual sport, and guest appearances from lower leagues. On this particular episode, there was a segment titled "Would you Rather Watch Women’s Football or Watch Paint Dry?". Cue the studio audience erupting in laughter as the screen split, showing both a women’s football match and, you guessed it, paint drying. A clear sign that women’s football was not respected by the wider (men’s) football world. 

Two decades later, I sat at Wembley Stadium with my dad when the Lionesses won the 2022 Euros. It felt like the tide had turned, and women’s football was finally gaining the respect and admiration it deserved. But two years on from the win, and with brands investing more than ever before, is this the case? 

Attention = Good, right?  

The 2024-25 season marks an era where women's football has never been more popular, particularly in the UK. The Women’s Super League (WSL) and other top leagues across the globe are garnering more attention than ever, with larger audiences, increased media coverage, and more lucrative broadcast deals in the works. Major tournaments are setting viewership records, and players are becoming household names. 

This surge in popularity, however, is a double-edged sword. As more eyes focus on women’s football, the sport is subjected to increasing scrutiny from the public. Whilst visibility is crucial for growth, it’s also opened the floodgates to misogynistic voices and this ‘laddish’ style of humour and disrespect is rife in comments on posts. Social media platforms have become breeding grounds for abuse, and unfortunately female athletes take the brunt of this – being targeted by harsh criticism, usually not around their performance on the pitch but by their diversion from traditional gender roles. 

The unifying power of sport: How fans are coming together to combat perceptions and further growth 

Studies indicate that this positive fanbase is only growing, with one-third of young UK sports fans actively supporting women’s sports. Social media gives a voice to all, so the fans too have a platform to advocate for their sport and the dedication of many of these fans has become a powerful support network for players, increasingly advocating for the sport and helping to continue its growth. The majority of this fanbase are women themselves, helping to change perceptions beyond the pitch, as this committed community continues to drive forward the sport and combat any negative noise. Brands are further driving the sport’s perceptions, by using their marketing channels to shine a light on the sport – such as with Il Makiage’s sponsorship of Arsenal Women. 

These voices, ever-increasing, demonstrate the potential to elevate women’s football from easy entertainment to a symbol of a changing society. 

The role of brands: From spectators to leaders 

As this landscape evolves, brands have an exciting opportunity to transcend from mere spectators of the game to leaders in the women’s football movement – alongside the vocal fans. 

Research shows that 16% of UK consumers are more likely to support brands that invest in women’s sports, indicating a clear business incentive for companies to engage with fans in this space. Additionally, by 2028 women are predicted to be responsible for 75% of discretionary spend globally and as such it will be crucial for brands to align themselves with women fanbases. However, this space will only become more competitive as the game grows - with 83% of US brands indicating they plan to increase their media investment in women’s sports. 

Brands that authentically engage with the sport, confront its challenges, and champion the entire sporting community – position themselves as a part of the sport’s fabric. In this way, brands can become true advocates. 

Innovative campaigns have demonstrated the potential of brands to address real issues in women’s football. For example, Heineken’s ‘Fresher Football’ campaign put male and female football pundits in each other’s shoes on social media, highlighting the differences in their comments. Similarly, Mastercard’s collaboration with Arsenal Women includes social media content that explore the community behind the game. By investing in stories that showcase the challenges, triumphs, and personalities in women’s football, brands are not only enhancing the sport’s reputation but also building strong, purpose-driven connections with audiences. 

Purpose-driven partnerships resonate deeply, creating brand preference among consumers who value equity and inclusivity. By leading with purpose, brands have the power to affiliate themselves in a movement that is ultimately a force for good. 

In conclusion, brands have a unique role to play in the advancement of women’s football. By aligning themselves with the values that fans are passionately defending, brands can transform the sport, uniting people around a shared vision for an equitable, inclusive, and entertaining future. Fans and brands together have the power to redefine women’s football - not just as a sport, but as a movement for social change, a testament to resilience, and a source of inspiration.