Women's Football on the Rise in Germany
On July 20, the biggest Women's Football World Cup ever started in Australia and New Zealand. 32 countries are taking part, with matches until the final in Sydney on August 20. The FIFA Women's World Cup will last longer than the men's World Cup in Qatar.
After record ratings at the UEFA Women's EURO 2022 in England, record crowds are expected once again with more than 1.1 billion expected viewers.
Kristin Podewils
Published on July 20th, 2023
In this Insight:
Steady Development
In 2022, the inspiring, attractive play of the German women's national team at UEFA Women's EURO 2022 had created a veritable euphoria in Germany. A successful performance at the World Cup down under would provide renewed momentum for women's football in Germany.
But even with a less successful performance - women's football is on the rise. Last year - finally - heralded a more sustainable development in German women's football. National players like Lena Lattwein, Giulia Gwinn and Alexandra Popp are using their increased popularity to promote women's football on social media or in TV appearances. The league, the national team, the German Football Federation (DFB) and the clubs are all pulling together to give women's football the reach and media attention it needs to continue to grow. A strategy that has been successfully practiced in England for years - and was rewarded with the European Championship title in their own country.
One of the fastest growing sports worldwide
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More than 1.1 B
viewers expected at the FIFA Women's World Cup 2023
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19 M
fans in Germany interested in Women's football
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277 %
increase in spectator numbers in the women's Bundesliga compared with the 2021/22 season
Women’s Bundesliga on the Rise
Compared to the previous 2021/22 season, the Women's Bundesliga has increased its attendance by 277 percent (source: DFB). It took just nine match days to break the old record. All clubs report more spectators at home than in the previous season.
Interest in women's football is growing relentlessly, and there is still more to come: Almost half of those interested in football in Germany say they follow both men's and women's football. 19 million fans show a particularly high level of interest in and awareness of women's football (source: DFB study with Two Circles).
To reach them, women's football must become more visible. A start has been made: from the 2023/24 season, the new allocation of media rights should lead to significantly improved media coverage of the Women's Bundesliga and thus to further professionalization. The calculation is simple: The greater the presence of women's sports, the greater the interest of sponsors, the more money will flow, the smaller the pay gap (equal pay), the more balanced the infrastructure (equal play).
The Time is Now
So why is now working what wasn't possible in the past? In 2013, the DFB women's win of the European Championship didn't bring about much change. It's different today: women's football brings together many issues that are becoming increasingly important - equal opportunities and justice, gender pay gap, sustainability, diversity. At the same time, the women play high-quality, attractive football and come across as approachable and down-to-earth - for many women and especially younger target groups, a likeable alternative to what men's football sometimes lacks.
Increased Attractiveness for Sponsors
For companies, women's sports is an excellent partner: according to a Nielsen survey, it is perceived as more inspiring, progressive and family-friendly than men's sports. Sponsors have the opportunity to reach new and younger target groups and position themselves with creative, authentic storytelling on socially relevant topics such as equal rights, equal opportunities or sustainability.
Women's football is one of the fastest growing sports in the world. And now is the best time to not only accompany the success story as a partner or sponsor, but to drive it forward and help shape it. There are many opportunities here - whether as a sponsor in the Women's Bundesliga at Bayer 04 Leverkusen or MSV Duisburg, or with the Borussia Dortmund women's team.
