How the WSL is unlocking the next era of women’s football

Women’s football has experienced exceptional growth in recent years, driven by shifting cultural attitudes, increased visibility and a rapidly expanding global fan base. This surge in interest is unlocking significant commercial value and creating new opportunities for rightsholders, investors and brands. Crucially, the women’s game is establishing itself as a distinct entity — a development that’s critical to its continued success.

However, the legal and commercial frameworks surrounding women’s football are still evolving. The challenge has shifted from proving the game’s potential to building the regulatory and commercial infrastructure that’s capable of sustaining long‑term growth.

Two forces are now shaping this next phase: the rise of commercial revenue as the sport’s primary economic driver and the growing influence of athlete‑led digital engagement. Both offer major opportunities but also carry complex legal considerations. 

Here, Emma Howe from our multi-award-winning sport sector team explores how commercial and digital forces are transforming women’s football — and what stakeholders must prioritise to sustain this momentum.

WSL’s commercial revenue drives growth

Commercial income has become women’s football biggest revenue stream. Sponsorships, partnerships, licensing and merchandising now account for 72% of total revenue among the top 15 global clubs — up from 66% the previous year. This isn’t a short‑term spike driven solely by post‑tournament momentum — although the Lionesses’ recent success has undoubtedly played a role. Rather, it reflects a structural shift in both the scale and direction of investment in the women’s game.

Domestically, the WSL (Women’s Super League) reflects this trajectory. Chelsea Women continue to secure high‑value partnerships with major brands such as Three and Skoda, contributing to commercial revenues of £16.5m in the 2024/25 financial year — the highest in women’s football. Nevertheless, despite increasing investment and commercialisation, considerable financial inequalities remain. Chelsea’s men’s team generated approximately £200m in commercial revenue during the same period, illustrating the enduring economic divide between the men's and women's game.

Women’s football has become a high‑engagement commercial category in its own right, attracting sustained and growing investment. Brands are responding to the purchasing power of female consumers and the cultural relevance of the women’s game, driving a new generation of long‑term, strategically integrated partnerships.

That shift is already visible across three key areas:

1. Media rights are becoming more sophisticated

Disney+ securing pan-European rights to the UEFA Women’s Champions League through to the 2029/30 season shows that women’s football is no longer simply an add-on to the men’s game. It’s premium content that’s capable of standing on its own. 

This creates clear commercial opportunities but also makes the underlying rights structure more complex. As broadcasters, streaming platforms and rightsholders look to reach audiences across multiple territories and formats, contracts will need to deal carefully with exclusivity, platform standards, content protection, data use and territorial licensing.

2. Sponsorship is moving from visibility to value

Barclays’ £45m renewal of its WSL sponsorship (which doubles its previous investment) is significant because it reflects confidence in the league as a long-term commercial platform, not just a high-profile social impact opportunity. 

As deals of this scale become more common, the detail matters. Clubs, leagues and sponsors will need clearer provisions around activation, content usage, brand alignment, renewal rights and the ownership and control of shared commercial assets. The strongest partnerships will be those that are built around the audience and values of the women’s game, rather than simply replicating sponsorship models from the men’s game.

3. Private capital is beginning to treat elite women’s football as a serious growth market

Alexis Ohanian’s reported £20m acquisition of a 10% stake in Chelsea Women is a striking example of that shift. It points to a future in which women’s teams are valued not only by reference to current revenues but their audience potential, brand strength and ability to grow independently. 

This brings new legal and governance questions to the fore, including how minority investors are protected, decision-making rights are structured, valuations are supported in a still-developing market and women’s teams maintain sufficient operational and commercial independence within wider club structures.

The power of influencers

If sponsorship and media rights show where investment is going, the power of female footballers as online influencers helps to explain why that investment is becoming more valuable. Women’s football has built a direct relationship with its audience through social media, with athletes becoming major commercial assets in their own right. With many female players consistently outperforming their male counterparts in engagement and reach, clubs and brands can benefit from a direct‑to‑audience channel that materially enhances partnership value. 

This digital strength is underpinned by a distinctive form of authenticity that has helped the women’s game to build a highly engaged, unique and loyal audience. The result is a digital ecosystem that outperforms comparable men’s leagues, with WSL clubs generating 30% more Instagram engagement in 2024/25 than those in the men’s EFL Championship and providing a scalable platform for continued commercial growth.

However, missteps can quickly erode credibility, as shown by the backlash against Sky Sports’ ‘Halo’ TikTok channel, which was swiftly axed after widespread criticism that it was patronising and sexist. Visibility alone is no longer enough — brands must align with the values and expectations of the women’s football audience to protect both commercial return and reputation.

The next era of women’s football

As a result, digital rights and brand safety can no longer be treated as secondary issues within broader sponsorship or media arrangements. These areas now require the same level of sophistication as traditional media rights and sponsorship agreements to ensure that clubs, players and partners can fully capitalise on the sector’s growth. The most effective deals will need clear rules on content use, player participation, approvals, data, platform standards and reputational risk.

Women’s football is growing because it delivers what modern audiences value: representation, purpose‑driven storytelling and genuine connection. These qualities translate directly into commercial performance. To sustain that progress, clubs, leagues, investors and brands will need legal and commercial frameworks that are clear, resilient and built around the realities of the women’s game. 

Talk to us

Our specialist and multi-award-winning sport sector team is recognised nationally and internationally as one of the largest and most experienced multidisciplinary legal teams in the industry. Our clients include National Governing Bodies (including the EFL), major football clubs like Liverpool FC and Wrexham AFC, prominent football agencies and agents as well as elite players, coaches, senior executives and their families.

We’re here to support the sector in navigating legal and commercial issues such as acquisitions, commercial contracts, sponsorship arrangements, strategic planning and long-term decision-making.

Get in touch with our experts today by calling 0333 004 4488, emailing hello@brabners.com or completing our contact form.