Lionising the Lionesses: why brands need to champion women’s football

Women’s football is on the rise, we know this. The women’s game is developing, brands are (slowly) starting to recognise its commercial value and investment is trickling in. 

Larger issues are also making headlines – gender disparity, low wages, women's health issues such as the impact of the menstrual cycle and pregnancy. It all feels surreal to me, having been a long-time women’s football supporter and Women's Super League player during a period where women’s football wasn’t a priority. 

Talk is cheap, actions speak louder than words.

The women’s game has incredible potential to reach new heights, it’s just a matter of taking action. A significant part of my work heading up She’s A Baller is to instigate this change – talk is cheap, actions speak louder than words.

Change the narrative

Raising awareness is good, but it’s important to implement actionable change to tackle the real issues. What do I mean by ‘real issues’? Well that opens a pandora’s box: women’s clubs being failed by their main clubs, players not feeling valued, misogyny, lack of female representation across the football industry as a whole... the list goes on.

It is important to mention lack of recognition – bold statements are made without considering the flipside too. One recent example of this is the praise for Gareth Southgate as being 'the only England manager to reach two major international finals'. 

Think Gareth Southgate was the only England manager to lead his squads to two international finals? Think again... (Photo: Simon Walker/No.10 Downing Street.)

Only England manager? Sarina Wiegman led the Lionesses to the UEFA Women's EURO 2022 final (which they won) and the 2023 FIFA Women’s World Cup final.

Wiegman has also achieved four consecutive finals in her managerial career. Thankfully, people are bothered by the inaccuracies and are calling it out, an occurrence we’re starting to see more of now. This isn’t to say Southgate shouldn’t get his recognition, but that doesn’t mean we can neglect the achievements of Wiegman.

A growing viewership 

So, how can brands truly help the women’s game and get their core messaging of actionable change to the wider public?

We’re one year out from the women’s Euros 2025 – not long in the football marketing space. It’s never too early to activate, as young consumers value commitment and loyalty. Our message? Start now, ride the time-dependent hype wave and intensify activations as we edge closer to next summer. 

UEFA has projected the women’s Euros 2025 to reach a global viewership of 500 million across the tournament.

Not convinced? Back in April of this year, Rising Ballers’ insights team asked young women’s football fans whether they’re excited for the women’s Euros 2025: 90 per cent already expressed excitement. That’s a staggering amount especially given this was asked ahead of the men’s Euros 2024. 

Still not convinced? UEFA has projected the women’s Euros 2025 to reach a global viewership of 500 million across the tournament – an increase from the previous 365 million achieved across the Euros 2022. Bear in mind that these figures encompass TV viewership alone and do not include social media interactions! 

Women's England football team head coach, Sarina Wiegman, who has notched up four consecutive finals in her managerial career, is being touted by some as a worthy successor to Southgate.

Next gen consumers

We’ve witnessed the positive impact of the Lionesses women’s Euros 2022 win on inspiring the next generation of female players. Role models are fundamental for showing passionate young girls interested in football that anything is possible, and that there is an achievable career path for women in the football industry. 

England captain Leah Williamson is a prime example of influencer both on and off the pitch.

The proof is in the pudding: we found that 99 per cent of young women’s football fans believe seeing females pursue a career in football shows them they can do the same.

A different audience for women's football

What’s interesting with the women’s game is that the fanbase differs from that of the men’s: their interests, hobbies and profiles are unique. 

How do you connect with the tight-knit, steadfast women’s football community? Through unique activations that are applicable to women’s football fans – such as music, fashion, beauty, female-specific healthcare, gaming and more. 

England captain Leah Williamson is a prime example of influencer both on and off the pitch. Her partnerships have swayed many young women’s football fans to connect with her, her club, the brands she’s endorsing and the products she’s advertising. She’s also extremely cool (fan-girl moment). We posted her Wimbledon fit on the She’s A Baller’s Instagram page and it garnered astronomical engagement.