The success of women's football from a marcomms perspective
- Martyn Hayes
- 2 days ago
- 3 min read
Why the meteoric rise in female soccer is here to stay
Women's football has experienced a dramatic transformation in recent years. It has surged in visibility, participation, and significance. With packed stadiums and growing fan communities, the sport is enjoying the spotlight it deserves.
A staggering 12.2 million viewers tuned in to watch the Lionesses triumph over Spain to win Euro 2025. Similarly, 87,192 spectators filled Wembley Stadium three years earlier, setting the record attendance for any European Championship match, regardless of gender.
From a marketing and communications perspective, what drives this success?
Women's football filled a gap in the market
Household names like Chloe Kelly, Hannah Hampton, and Lauryn James are powerful role models for women and girls to identify with. With these female players to look up to, many can confidently see the game as something meant for them.
The sport's popularity is clearly demonstrated by the launch of sticker books and rapid sales of kits designed specifically for the Lionesses.
Women's football speaks to world views
Campaigns like the FA's "Let girls play", "Her Game Too" and Nike's "What the Football" deliver compelling slogans that advocate for equality. They champion female sports and build on the growing momentum in the game.
The values, beliefs and biases of your audiences by nature mean a lot to them. They have likely shaped their thinking and it's your job as a marketer to give them something to relate to. By championing their viewpoints, you can build trust and foster advocacy for your brand.
Women's football is accessible
Soccer has always been central to communities, yet many feel priced out of the men's game because of the high ticket costs. Compare the cheapest prices for male and female season tickets below:
Cheapest Premier League season tickets = From £345 to £1,073
Women's Super League Season tickets = From £45 to £110
With the WSL still offering the big stadium experiences, it's easy to see why supporters are flocking to the games.
I would also argue that some may feel elbowed out by by the extreme bad behaviour at men's matches. The disorder in London at the Euros in 2021 could be perceived off-putting to families or those seeking an enjoyable day out. As a football fan, I can confidently say that such incidents are extremely rare. However, I understand if a casual spectator is deterred by this type of thing.
In contrast, the scenes across England a year later at the Women's Euros were filled with a jubilant atmosphere, brimming with positive energy at a fraction of the cost.
Women's football is just bloody awesome!
OK, I'm showing my bias here. But you need a decent product or service to begin with. Without it, your marketing or advertising won't be much cop.
As fans, it's great when getting swept up in the hype pays off. Lets face it, England men haven't offered this since the 1960s. Whereas the Lionesses have achieved back-to-back Euro victories in 2022 and 2025, and were World Cup finalists in 2023.
These edge-of-your-seat experiences, whether at the stands, in the pubs, or in front of your TV, are exactly why we become so passionately involved. After decades of anticipation with the phrase "it's coming home", it finally did, thanks to the remarkable female athletes.
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