Visa study unveils the success of women's football and its growth opportunity

• Women’s football has grown significantly in the last 5 years
• Over 50% of fans became so in the last 3 years
• Brands play a critical role in transforming the sport and greater investment will help it reach its full potential

London, 19th September – Over the last five years, women’s football has grown in popularity, visibility, recognition and financial success. With a commitment to accelerate this growth even further, Visa commissioned a study to understand and demonstrate the growth and development of the game and to highlight the opportunities and evolution required to help the women’s game reach its full potential.

Alongside sponsorships, women’s football is making a significant global economic impact. According to research following FIFA Women’s World Cup 2023[1], the tournament contributed nearly USD 1.9 billion to the global GDP, created over 38,000 jobs, and added USD 932 million to household incomes. With the economic influence of women’s football increasing year-on-year, the upcoming UEFA Women’s EURO 2025 is poised to be a powerful moment for the sport.

In its new study, The Compound Effect in Women’s Football, Visa highlights the most important factors influencing the women’s game:

• Sponsorship in women’s football has grown at pace, with brands recognising the power of the game.
• Media rights are increasingly making their mark on the sport with new deals and investors.
• Increased investment has powered an evolution in the on-field game and improved the experience for professional players.
• More games played in bigger stadia, has meant better broadcast and more engaging physical and digital fan experiences.
• The women’s game is different and has unique appeal; the fan experience inclusive and the players and their personalities key to the game’s success.

As part of this study, research of 7,000 fans conducted by Visa across seven countries[2]finds:

• Over half of women’s football fans (53%) have developed their interest in the game in the last three years alone, rising to 62% amongst 18 to 24-year-olds.
• Almost half (44%) of fans expect to increase their engagement significantly in the next three years.
• Seven in ten (70%) fans believe that brands help to boost the visibility of the sport, whilst two thirds (67%) believe that brands are essential to the sport’s development.
• Fans of the women’s game have higher purchasing power, spending 71% more on sports merchandise and 41% more on entertainment than the general UK population.

The findings come as data confirms the unprecedented growth of the women’s game. Average match attendance in the top women’s football league in England has tripled in the last three seasons[3], whilst the number of internet searches for ‘UEFA Women’s Champions League’ in 2024 were the highest in five years[4].

Kim Kadlec, Chief Marketing Officer, Visa Europe said: “We believe we are at a pivotal moment which could take the women’s game to the next level. We’ve helped to lay the groundwork for a major boom in the women’s game, and we’re committed to building this movement even further. Our new whitepaper demonstrates the huge potential that can be unlocked in women’s football, as it continues to break records and capture the hearts of fans globally.”

Karen Carney OBE OLY, broadcaster and former England international, said: “The catalyst is always the international competitions, in particular when they’re in good broadcasting slots. UEFA Women’s EURO 2025 is set to be the biggest tournament yet, and we must not miss this opportunity to ensure players and fans get the attention and recognition that they deserve.”.

Visa became the first ever UEFA sponsor dedicated to women’s football in 2018, having invested in the growth of women’s football for more than 15 years. Meanwhile, through its Team Visa and The Second Half programmes, Visa provides athletes with the tools, resources and support they need to thrive, on and off the pitch being the professionalization of players key in the growth of the game.

Visa's commitment to women's football extends to enhancing the fan experience through our technology. Recognizing the rise of digitally savvy fans, Visa aims to provide seamless and secure payments experiences at all key touchpoints. From streaming subscriptions and ticket purchases to attending matches and buying merchandise.

To find out more, please click hereto download the report.

ENDS