WHU - Otto Beisheim School of Management
Fan Reach and Sponsorship Value in Professional Women’s Football in Germany Could Triple By 2031, New WHU Delphi Study Finds
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New Delphi study with international expert panel confirms women’s football clubs in Germany could see significantly more fan engagement and sponsorship value within a few years. However, this will only become a reality with strategic decisions from club management and concerted efforts from all stakeholders in the ecosystem to invest significantly, paving the way for a bright future for women's football.
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Fan Reach and Sponsorship Value in Professional Women’s Football in Germany Could Triple By 2031, New WHU Delphi Study Finds
A new future-oriented Delphi study from WHU – Otto Beisheim School of Management’s Center for Sports and Management (CSM) shows that professional women’s football in Germany and Europe is set for major growth. For their study “Football but better? Professional Women’s Football in Germany by 2031,” Professor Sascha L. Schmidt and his co-authors Julian Hadwiger and apl. Professor Dominik Schreyer asked 84 sports industry experts from ten countries to evaluate the likelihood of 14 projections concerning the future of professional women’s football in Germany by 2031. Responses from this interdisciplinary panel—including representatives from women’s football associations, clubs, leagues, media, sponsors, academia, and fan organizations—show that it is possible (67% probability of occurrence) that professional Women‘s Football in Germany could at least triple its overall fan reach by 2031.
Additionally, the study found it possible as well that increased media visibility and attracting new target groups could lead to a tripling of sponsorship value (68% probability of occurrence), giving women’s football a decisive push. “It is very gratifying to see that women’s football in Germany and beyond is set to grow rapidly in the years to come,” Professor Schmidt commented on the results of the study. “However, there are still some strategic challenges that need to be adressed by football clubs in order to set on the right course and exploit the full potential of women’s football. For example, upfront investments might be necessary, and women’s teams need to be allowed to develop their own identity alongside the men’s teams.”
Women’s football in Europe is witnessing a historic transformation, driven by record-breaking attendance and television viewership at international events, such as the 2022 UEFA European Women’s Football Championship in England and the 2023 FIFA Women’s World Cup in Australia and New Zealand. Domestic leagues and international competitions, including England’s Barclays Women’s Super League (WSL), Germany’s Google Pixel Frauen-Bundesliga, and Spain’s finetwork Liga F, have seen significant increases in spectator interest recently, largely fueled by integrated clubs, such as Arsenal Women Football Club, FC Barcelona Femení, and Paris Saint-Germain, as well as significant broadcasting deals. Naturally, this surge in women’s football demand is also attracting investors and sponsors, further underscoring the sport’s growing commercial potential.
Despite these positive developments, women's football seems to be at a crossroads. A closer examination reveals that domestic interest remains heavily concentrated on a few clubs, and women’s football still receives less attention overall than does men’s football. Financial disparities are stark, with English Premier League clubs generating billions of pounds compared to the relatively modest revenues of the Women’s Super League. The economic foundation of women’s football remains fragile, and, for many integrated clubs, the business is often still considered ancillary rather than a core focus, despite increasing media interest and significant investments by some broadcasters that seem willing to invest in the women’s game.
Key findings from the study suggest a promising growth trajectory
- Fan reach: Experts predict that fan engagement in professional women’s football in Germany could triple by 2031, driven by efforts made to attract younger audiences and new demographics.
- Sponsorship value: Increased media visibility and attracting new target groups could lead to a tripling of sponsorship value, offering better returns on investment for sponsors.
- Professional opportunities on and off the pitch: By 2031, integrated clubs are expected to generate a significant degree of synergy, with all first-division players earning a professional living.
Differentiation and Potential Challenges
The study highlights three potential differentiators for women’s football
- Growth investments: Substantial upfront investments are seen as essential for reaching a relevant market size and maintaining global competitiveness.
- Innovative product formats: New regulations are considered helpful in enabling clubs to innovate matchday experiences and offer alternative formats for those watching from afar, thereby creating unique value propositions for women's football.
- Independent identity: Experts stress the importance of allowing women’s teams to develop their own positive identity (e.g., being diverse and inclusive) and revenue streams rather than being managed as off-shoots of the men’s teams.
Yet, the path forward is not without its challenges. The study also reveals a degree of skepticism over whether it is possible to achieve gender equality in sports media coverage and highlights the potential for integrated clubs to crowd out independent women’s clubs.
A Bright Future with Strategic Efforts
The insights from the Delphi study indicate a bright future for women’s football, characterized by substantial growth in fan engagement, sponsorship value, and professional opportunities for players on and employees off the pitch. However, realizing this potential will require strategic prioritization, significant funding, and a commitment to fostering the unique identity of women’s teams. WHU’s study provides a comprehensive roadmap for stakeholders to navigate these challenges and capitalize on the opportunities ahead. The study was supported by partners, including Bayer 04 Leverkusen, Borussia Dortmund, DAZN, Deutscher Fußball-Bund (DFB), S20, and VfL Wolfsburg.
How Delphi Studies Work
The Delphi method is a well-established technique for structuring group communication processes. It assumes a future-oriented perspective and facilitates an assessment of how likely it is that certain developments (e.g., in the sports industry) will occur. The Center for Sports and Management at WHU – Otto Beisheim School of Management has gained substantial experience in conducting Delphi-based studies, both for academic outlets and the public press.
If you have any further questions or would like to conduct an interview with one of the authors of the study, please contact presse@whu.edu.
The Center for Sports and Management at WHU
Founded in 2014 as part of WHU’s Entrepreneurship and Innovation Group, the Center for Sports and Management (CSM) is a dynamic team of sports technology enthusiasts committed to addressing the evolving business needs of the sports industry. The center’s research and teaching focus on areas essential to the field, such as corporate diversification strategies in sports (including internationalization efforts); the impact of cutting-edge technologies (e.g., artificial intelligence, blockchain, and immersive technologies) on sports; and stadium economics, addressing challenges such as no-show behavior in ticketholders. As a leading entity within one of Europe’s top business schools, the CSM is dedicated to helping sports business leaders prepare for a future where technological expertise is crucial. It acts as a sparring partner who challenges established norms, explores innovative solutions, and collaborates closely to enhance both organizations and their employees, even amid constant change.
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Kerstin Leitel Associate Director Public Relations WHU – Otto Beisheim School of Management Campus Vallendar, Burgplatz 2, 56179 Vallendar, Germany Tel.: +49 261 6509-540; presse@whu.edu; www.whu.edu WHU – Otto Beisheim School of Management is the Business School of the WHU Foundation.