Sponsorship in women's football

Women's football has rapidly developed in recent years, offering companies new and promising opportunities to engage in the sport. With continuous fan base growth, increasing media presence, and attractive entry costs, women's football is becoming an increasingly sought-after platform for sponsors.

1. Growth Market for Women's Football

The growth of women's football is impressive. According to a UEFA forecast, the European women's football fan base will grow 2.3 times from 2021 to 2033, reaching 328 million fans by then. These numbers highlight the enormous potential of women's football. For companies, this presents an opportunity to enter a burgeoning market early and benefit from its growth.

2. Lower Entry Costs with High Visibility

A key difference from men's sports lies in the significantly lower entry costs for sponsorship rights in women's football. These lower costs offer companies the chance to achieve high visibility with relatively small budgets. The lower competition and growing attention to women's football increase the value of the investment. At the same time, the lower reach allows for a more targeted approach to audiences, making it particularly appealing to companies that focus on authenticity and direct customer engagement.

3. Reaching New Target Audiences

Women's football appeals to an increasingly diverse and affluent audience. Around 48% of the 40 million football enthusiasts in Germany are passionate about both men's and women's football. Particularly noteworthy is the female demographic, often overlooked in traditional sports sponsorship. Companies engaging in women's football can specifically target this audience and place their brand message in an environment that stands for issues like gender equality and female empowerment.

4. Storytelling

The high authenticity and accessibility of the players make women's football an ideal platform for strong storytelling. Companies can tell stories here that not only revolve around sporting success but also address socially relevant issues. This not only promotes brand identification but also strengthens the bond with the target audience.

5. Sustainable Development and Long-Term Partnerships

The continuous development of women's football and the associated increasing attention make it attractive for companies to enter into long-term partnerships. This sustainability offers security and planning continuity, which is often difficult to find in the fast-paced world of men's sports. Investments in women's football pay off in the long run, as they not only contribute to the development of the sport but also present the company's brand in a positive light over the years.

6. Case Study

An example of successful collaboration in women's football is the partnership between the HSV women's team and Deloitte, a strategy consulting firm. This collaboration is particularly creative, with Deloitte positioned as a "partner" on the inside of the jersey—a symbolic reference to the often invisible presence of women's sports in professional football. This type of sponsorship demonstrates that women's football is not only seen as professional sport but also as cultural heritage, leading to greater identification and societal significance.

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