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  • How is the beautiful game becoming more inclusive?
  • How is the beautiful game becoming more inclusive?
    Jeffrey F Lin (2019) ©
REPORT

What’s driving women’s football to new heights?

From record viewing figures and specifically-designed World Cup kits to high-profile sponsorship deals with the likes of Barclays and Nike, a seismic shift is underway in women’s football. What’s driving this momentum and what are the emerging opportunities around the women’s game?

Location Northern Europe / Global

Scope
March 2019 was a significant month for the profile of women’s football. On International Women’s Day (the 8th), the American national team filed a lawsuit against US Soccer for allegations of gender discrimination just as Adidas announced it would give sponsored players on the Women’s World Cup-winning squad the same bonus it paid out to their male counterparts in 2018. [1] Over the subsequent weeks, Nike unveiled 14 World Cup kits that were – for the first time – specifically-designed for women, and the English FA unveiled Barclays as the first sponsor of the newly professional Women’s ...

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