Women’s football is on track to become one of the world’s top five sports by 2030, with the majority of its fanbase projected to be female, according to a new report from Nielsen Sports in collaboration with PepsiCo.
The landmark study — Undervalued to Unstoppable — is Nielsen Sport’s most comprehensive analysis of the sport to date, offering never-before-shared insights into its accelerating global growth, audience profile and commercial power.
Despite these metrics, just a small fraction of global sponsorship budgets are allocated to women’s football. The report identifies this as a significant gap — and a major commercial opportunity.
“At PepsiCo, we believe in the power of platforms and partnerships to shape culture and fuel fandom and women’s football is doing exactly that. It’s more than a sport — it’s a global force for inspiration, connection and growth,” said Jane Wakely, chief consumer and marketing officer and chief growth officer, International Foods. “Through our partnerships with UEFA Women’s Football, F1 Academy, the FIFA Women’s World Cup, the WNBA and leading athletes around the world, we’re proud to champion this momentum and create iconic brand experiences for a new generation of passionate, engaged fans.”
Nielsen Sports head of International Samanth Lamberti added: “We have long believed in the potential of women’s football, and today, we’re no longer just tracking progress, we’re witnessing a breakthrough. From media rights to sponsorship and fan engagement, this is no longer a case of future promise but present value. With PepsiCo, a brand that shares our belief in the power and purpose of women’s sport, we’re proud to publish this landmark report, one grounded in data, powered by years of trend analysis, and focused on what’s next. The journey we’ve charted from 2017 to now paints a compelling picture of where women’s football could be by 2030, and why the time to invest is now. For brands seeking relevance, impact and long-term value, this is the moment to engage.”
In Europe, the Women’s Super League (WSL) is recording its impressive financial growth. Deloitte reports that revenue has surged by 34% for the 2023-24 season, with the league projected to reach the £100 million milestone by the 2025-26 season. Meanwhile, in the United States, the National Women’s Soccer League (NWSL) experienced an 18% rise in viewership compared to last year.
Meanwhile, China has welcomed 186 million new fans and has seen a jaw-dropping 300% rise in player participation over the last five years. India and Brazil are also catching on, with more than 30% of their populations expressing excitement for the sport.
With strong growth in fan engagement, viewership, and participation, women’s soccer is no longer a niche movement; it is becoming a global powerhouse. As brands and broadcasters take notice, the game is set to change its place in the sports world.
To access full report, click here…
