Women’s football has made tremendous strides in recent years, witnessing record-breaking attendance, expanded media coverage, and increased investment. Events like the 2023 FIFA Women’s World Cup, which attracted 1.5 billion viewers globally, show the sport’s growing appeal. However, despite this momentum, the gap between men’s and women’s football remains vast—especially in terms of revenue, infrastructure, visibility, and professional opportunities.
To ensure sustainable growth, stakeholders—including federations, clubs, sponsors, broadcasters, and fans—must implement concrete, systemic changes. Here’s a comprehensive look at how women’s football can be improved worldwide.
1. Increase Investment and Funding
Financial Disparities:
Despite its rising popularity, women’s football still receives only a fraction of the investment allocated to the men’s game. FIFA’s 2023 report revealed that merely 15% of global football investment goes into the women’s side. To illustrate, the UEFA Women’s Champions League prize pool stood at €24 million in 2023, starkly contrasting with the men’s €2 billion prize pot.
Solutions:
- Sponsorships and Commercial Deals: Brands must invest in women’s football with the same vigor as they do in the men’s game. Authentic partnerships with women’s clubs and players can drive significant returns.
- Federation and Government Support: National associations and governments should mandate equitable funding to support women’s leagues, youth development programs, and infrastructure.
- Equal Prize Money: International bodies like FIFA and continental federations should work toward gradually bridging the prize money gap between men’s and women’s tournaments.
2. Improve Media Coverage and Broadcasting
Visibility Issues:
According to a 2022 Women in Football study, only 10% of sports media coverage globally focuses on women’s sports. Although the 2023 Women’s World Cup broke records, most domestic women’s leagues still struggle with inconsistent broadcasting deals.
Solutions:
- Prime-Time Broadcasting: Women’s matches should be televised during prime hours, not relegated to less-viewed slots.
- Streaming Partnerships: Collaborations with platforms like DAZN, YouTube, and Amazon Prime can massively increase access to women’s football worldwide.
- Diverse Media Representation: More female pundits, commentators, and journalists should be promoted to create relatable coverage and broaden the sport’s audience.
3. Enhance Grassroots Development
Youth Participation Gaps:
Although participation among girls is rising, many countries still lack structured pathways to elite football. For instance, England’s Football Association reports 3.4 million girls playing football in schools, yet only 1,700 have access to elite academies.
Solutions:
- School and Community Programs: Governments and federations must ensure girls have equal opportunities to play football at school and community levels.
- Investment in Youth Academies: Clubs need to build dedicated women’s youth academies and offer scholarships to nurture future talent.
- Role Models and Mentorship: Prominent female footballers should engage in grassroots initiatives to inspire and guide young players.
4. Upgrade Infrastructure and Professionalization
Facility Shortages:
A FIFPRO survey showed that 40% of female players lack access to adequate training facilities. Many women’s teams still train on subpar pitches or share facilities with men’s teams.
Solutions:
- Dedicated Training Centers: Clubs should build or upgrade dedicated training facilities for women’s teams.
- Top-Tier Stadium Access: Hosting matches in major stadiums can significantly boost attendance and visibility.
- Full-Time Professional Contracts: Ensuring that female players receive fair wages, healthcare, and career development opportunities is crucial for building professionalism in the sport.
5. Combat Gender Discrimination and Stereotypes
Cultural Barriers:
In many regions, deep-rooted stereotypes still discourage women from pursuing sports. UNESCO reports that in some countries, nearly 49% of parents discourage their daughters from playing sports, including football.
Solutions:
- Awareness Campaigns: Federations must run public campaigns promoting women’s football as a legitimate, respected career choice.
- Strict Anti-Discrimination Policies: Football authorities must enforce zero-tolerance policies against sexism in stadiums, online platforms, and workplaces.
- Women in Leadership: More women must be appointed as coaches, referees, executives, and board members to influence cultural change from the top.
6. Expand Global Competitions
Unequal Opportunities:
Only 12 countries have ever reached the semifinals of the Women’s World Cup, highlighting a lack of global competitiveness.
Solutions:
- International Friendlies and Tours: Top women’s teams should regularly play in developing football regions to raise standards and inspire new generations.
- FIFA and Continental Support: Development programs must be expanded, especially in Africa, Asia, and South America, to create more competitive national teams.
- Club World Cups: Introducing more intercontinental tournaments, such as a Women’s Club World Cup, would provide elite-level experience for club players worldwide.
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Understanding the Revenue Gap
Despite undeniable growth, women’s football still generates significantly less revenue than the men’s game. Here’s why:
- Revenue Disparity:
Real Madrid’s men’s team earned €713.8 million in 2021/22, compared to just €1.4 million by their women’s team—a 500-fold gap. Overall, the top 15 women’s clubs combined generated only €116.6 million in 2023/24. - Broadcast Rights:
Men’s tournaments like the FIFA World Cup secure broadcast deals worth €100–200 million per major market. In contrast, initial offers for the 2023 Women’s World Cup were as low as €1–10 million. - Commercial Sponsorship:
Women’s football relies heavily on sponsorships (66% of income), while men’s football enjoys diverse revenue streams like broadcasting (38%) and matchday sales (18%). - Attendance and Fan Engagement:
Although the Women’s World Cup achieved 1.5 billion viewers, average domestic league attendance is still around 1,713 spectators per game. - Financial Losses and Salary Gaps:
About 67% of women’s clubs operate at a loss, and the average salary for a women’s footballer is just $10,900/year—drastically lower than men’s multimillion-dollar earnings.
Signs of Progress
There is optimism. Revenue from elite women’s sports is projected to reach $2.35 billion by 2025, with women’s football alone contributing $820 million. New business models—like independent club ownership, digital-first broadcasting deals, and creative marketing—are helping close the gap. More stadiums are filling up for key matches, and sponsorships are increasingly focused on long-term partnerships rather than short-term visibility.
Women’s football is at a pivotal moment. The passion, talent, and fanbase exist—the next step is structural reform. By investing more money, improving media exposure, building grassroots pathways, enhancing facilities, tackling discrimination, and expanding competitions globally, women’s football can unlock its full potential.
The success of events like the 2023 Women’s World Cup proves that the appetite is there. Now is the time for all stakeholders to capitalize on it—and ensure the women’s game stands proudly alongside the men’s.
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