With the Women’s Super League new season set to kick off on Friday night as defending champions Chelsea take on Aston Villa, the eyes of the world will be on England’s top flight for what is set to be another monumental year for the growth of the game.
Women’s football in England has enjoyed a meteoric rise in commercial growth, attendance, viewership, and awareness around the world in recent years, largely due to the growth of the Women’s Super League (WSL) and the incredible success of the Lionesses. But the upcoming domestic season is set to launch the women’s game to new heights across the football pyramid, with WSL chair Dawn Airey recently outlining the league plans to be the first billion-pound women’s football league in the world,
The biggest change as we head into the new domestic season is the transition to NewCo ( Women’s Professional Leagues Limited – WPLL) independently running the top two tiers of the women’s professional game in England, the Women’s Super League and Women’s Championship. The move sees the two tiers move from being owned and operated by The FA, in what is laid out to be a revolutionary move to commercially grow the game on and off the pitch. WPLL will now have the ability to make changes to the structure of the league, agree on new broadcast deals, invest in new technology, and oversee the entire growth strategy for women’s professional football.
Both leagues have been bolstered by a record title sponsorship deal with Barclays. Additionally, further positive news came from the recent renewal of the WSL’s broadcast agreement with BBC and Sky Sports which will see at least 66 matches live broadcast from the league in the 2024-25 season, an increase from the previous deal. This will help further cement the league’s worldwide viewership and help grow its visibility to new audiences, after strong year-on-year viewership growth since the broadcast deal began in 2021. In an exciting move to improve accessibility, matches not broadcast on TV will also be viewable around the world on YouTube giving free live broadcasts at the touch of their mobile phone, laptop, or tablet.
In addition, several clubs are highlighting their willingness to grow the game to grow their in-stadium attendances, improve the commercial viability of the women’s game and maximise the product on show to the viewing public. This includes Arsenal who are set to play a record number of games at Emirates Stadium, albeit the appetite has been seen by numerous capacity crowds at matches in both of their North London homes. Likewise, Liverpool recently moved into a new home in St Helens, Manchester City, and United both have confirmed a series of matches at Etihad Stadium and Old Trafford respectively, whilst Brighton & Hove Albion are laying plans to build a dedicated stadium for their women’s team in the city.
Over 1,00,000 fans attended games in the top two tiers last season for the first time ever and with the continued popularity and exposure the game receives, there’s no doubt that will be surpassed in the season ahead.
Away from the WSL recent exciting announcements include Newcastle United signing England international Demi Stokes in a move that raised eyebrows across the game, not forgetting London City Lionesses who have invested significantly in new training facilities, international stars, and agreed on a new stadium deal to help them attract a new London centric fanbase. They kickstarted the new Championship season with a record crowd at their new home in Bromley as they hosted Newcastle in an entertaining game which highlighted the growing level of quality on show in the second tier. This is only a snapshot of some of the feel-good stories happening during the off-season and it’s all set to accumulate in the most thrilling season yet for the women’s game in 2024-25.
The rise in attendance and interest has been coupled with a surge in media interest in covering the sport and the latest stories. The women’s game has a number of untapped human interest stories that are helping to create role models and inspire young people to engage with the sport, athletes, clubs, and leagues more generally. Likewise, the affordability of tickets to see matches in stadia gives girls and boys the entry route into soaking up the atmosphere and enjoying the sport. Furthermore, the experience is also more family friendly than the men’s game giving families the opportunity to enjoy the environment surrounding the match.
With the season fast approaching the eyes of the nation will be eager to see the next developments off the pitch under the new leadership, alongside new player signings and initiatives that clubs come up with to ensure the upward trajectory of the game continues to skyrocket. I for one can’t wait to see what next season brings for women’s football at all levels of the game!
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