Women’s Football Growth Opens Doors for Women in Football Business
In recent years, women’s football has made huge strides, with calls for equal pay, record-breaking transfer deals, soaring viewership, and a significant increase in participation from women and girls. We’ve also seen transformative changes within the business side of the sport, with women holding crucial roles in clubs and organizations and retired players, such as Alex Morgan and Jill Scott, who continue to shape the women’s game off the pitch.
“We have learned that there are tremendous obstacles to change; we know that it takes bravery and courage and perseverance to stand up to them.” – Megan Rapinoe, former USA Women’s National Team Player
However, inequalities persist, and there’s still much more growth needed, but despite setbacks, the numbers clearly show there is growing interest in women’s football. There’s also an increase in women entering the football business industry. At The Football Business Academy, there has been a rise in the community, with women making up 20% of candidates.
The future of women’s football is bright and already in 2025, FIFA is working tirelessly. This year will be historic for international women’s football, with events like the first FIFA Futsal Women’s World Cup in the Philippines and the inaugural FIFA U-17 Women’s World Cup in Morocco. The qualification journey for the 2027 FIFA Women’s World Cup begins in Africa, with regional tournaments for champions in Africa, Europe, Oceania, and South America.
Club football will also reach new heights, with all six confederations hosting continental championships for the first time. Additionally, The Japan Football Association (JFA) hosted Asia’s first female-only Pro Licence coaching course to increase the number of top-level female coaches in Asia. Similarly, Croatia and Rwanda are advancing women’s football development, with workshops on financial sustainability, safeguarding, and professionalizing clubs.
Now more than ever, the industry is opening for women in football business. We’re seeing a rise in female players, coaches, referees, and women in key roles behind the scenes—running clubs, sitting in boardrooms, and working at top organizations. Women’s football and women in football are here, and here to stay!
Key Developments for Women’s Football
As previously highlighted, organizations like FIFA are taking proactive steps to not only increase female participation in football but also to foster growth in coaching, refereeing, and professional development through targeted workshops and courses.
While there is a pressing need for further expansion within women’s football—such as boosting viewership, enhancing transfer deals, achieving equal pay, and promoting overall professionalization—equally important are advancements in areas like education, diversity, and inclusion.
Additionally, expanding the range of roles available within football business is crucial, enabling more women to enter the industry and contribute to the sport in diverse, impactful ways beyond the pitch.
1. Increase in Viewership and Popularity in Women’s Football
Women’s football saw a major rise in viewership starting in the mid-2010s, with the 2015 Women’s World Cup attracting 26.7 million U.S. viewers. The 2019 World Cup reached 57 million worldwide, further boosting the sport’s global appeal.
The FA Women’s Super League in England also gained prominence with increased viewership and lucrative broadcasting deals. The NWSL in the U.S. played a key role by establishing a stable league that showcased top talent and in 2024, reached over two million fans seeing a 95% increase in national viewership. The league also champions equal pay, racial justice, and gender equity, contributing to the sport’s growth.
2. The Largest Transfer Deal in Women’s Football: Naomi Girma
Transfer records in women’s football are being broken rapidly. In 2022, Keira Walsh’s £470K transfer was the largest, followed by Racheal Kundananji’s $862,000 transfer to the U.S. in 2024. Recently, Naomi Girma’s $1.1 million transfer to Chelsea made her the first woman to break the $1M mark. In 2024, $15.6 million was spent on international transfer fees, doubling 2023’s amount, though still a fraction of the $9.66 billion spent in men’s transfers. These records highlight the growing value and demand for women’s football, with expectations for continued growth in 2025.
3. Increased Investment and Sponsorship
“Women’s sports have been undervalued and overlooked for far too long,” Business Women Michele Kang.
Increased investment and sponsorship are key drivers in the growth of women’s football, but what sets this market apart is the unique opportunity for brands to innovate and push boundaries. With 37% of fans actively engaging through social media and 84% of sports fans viewing women’s football as more progressive, family-oriented, and less money-driven than men’s sports, brands have a chance to connect with consumers through shared values and authentic storytelling. UEFA recognizes this potential, committing €1 billion (£830 million) over the next six years to make women’s football the most-played team sport in Europe.
A significant investor in women’s football is businesswoman Michele Kang, who owns several clubs and aims to expand her presence globally. She has invested $30 million in U.S. women’s soccer and played a pivotal role in saving OL Féminin, one of the top women’s clubs in the world. Kang’s approach to OL Feminin has been to separate the women from the men’s financial troubles, giving them autonomy and stability. This innovative approach highlights the critical role that influential investors like Kang are playing in shaping the future of women’s football.
Initiatives for Women in Football Business
The growth of women’s football is not only benefiting players, coaches, and teams but also creating new opportunities for women in football business. As equality improves on the pitch, it is mirrored in boardrooms and offices, driving the success of clubs and organizations. With a 20% increase in the value of women’s football, revenue streams from ticket sales, sponsorships, broadcasting, merchandise, and player transfers are expanding, leading to more job opportunities.
This shift challenges gender stereotypes and fosters greater diversity and inclusion. As the sport engages a broader audience, educational initiatives will continue to grow, empowering more people to pursue careers in football.
Expansion of Professional Roles
The expansion of professional roles in women’s football is significant, with growth seen across various sectors.
As the sport gains popularity, more positions are opening up in coaching, management, medical support, and business operations. Clubs are hiring a greater number of staff in areas like performance analysis, data science, marketing, and media relations, reflecting the increasing demand for specialized expertise. Leadership roles, such as general managers, directors of football, and team executives, are becoming more common, with more women taking on decision-making responsibilities.
This growth in roles not only enhances the functioning of teams but also supports the broader professionalization of women’s football, creating new career pathways in an expanding industry.
Educational Initiatives
To increase female representation in business roles within football, several education initiatives are being implemented. These include specialized leadership programs and mentorship opportunities tailored for women aiming to enter the sports industry.
Organizations like the Women’s Football Leadership Program and initiatives from governing bodies like FIFA and UEFA offer courses and workshops focused on developing business, management, and strategic skills.
Additionally, partnerships between football clubs, universities, and business schools, are helping women gain access to football business degrees and certifications. These programs not only teach business fundamentals but also address gender-specific challenges in the industry. Internships, networking events, and conferences are also being organized to provide real-world exposure and connections for women pursuing careers in football business.
By investing in these educational initiatives, the industry is working toward a more inclusive and diverse workforce in leadership and decision-making roles.
Diversity and Inclusion Efforts
The FIFA Women’s Football Strategy and UEFA’s Women in Football Program focus on creating pathways for women to enter the business side of the sport, offering targeted support and training. Many other organizations are also implementing policies that prioritize gender diversity in hiring practices, ensuring that women are considered for leadership and executive positions within football clubs and governing bodies.
Mentorship programs specifically for women are also gaining traction, connecting emerging female professionals with experienced leaders in football to help them navigate their careers and provide guidance in breaking barriers. Workshops and campaigns aimed at challenging gender stereotypes in football are helping to foster a more inclusive culture, both within clubs and in the broader football community.
One great example is the organization Women in Football that exclusively focuses on gender equality in Football. “We’re empowering women, men and non-binary people with knowledge, expertise and collective support to create a stronger, brighter and more diverse future. While others champion the need for change, Women in Football are the ones driving it.” -Women in Football.
Every year they hold a Be Inspired Conference to discuss what changes they are hoping to drive in the industry, bringing on key organizations as partners like Barclays, and most recently The FA, to do so. They have mentorship programs, career development courses and are actively involved in pushing women’s football forward.
These efforts aim to ensure women have equal access to opportunities, empowering them to thrive in business roles and leadership positions within the sport.
How The Football Business Academy is Shaping Women in Football Business
The Football Business Academy has been a champion for women in football business from its conception.
Born from the idea that more professionalism and ethics was needed in the industry in 2017, The FBA identified that higher education would be the most effective way to teach the next generation of leaders and bring in new talent and ideas.
Through its Key Pillars of Knowledge, Experience and Network, FBA Candidates are truly immersed in a practical way, learning and interacting with industry experts all the time and receiving the tools and knowledge needed to break into the football industry.
Knowledge
Almost 20% of The FBA’s professor roles are held by women.
Candidates will have the opportunity to learn from Owner of Westchester City Women FC, Nicole Allison, Former CEO of Women in Football, Jane Purdon MFA, and Authentic Leadership & Gender Equality Advocate and Keynote Speaker, Ebru Koksal CFA.
Class topics taught by them include Football Governance, Leadership in Football and Women in Football offering a comprehensive curriculum that equips students with essential knowledge across various areas of football business.
Experience
The FBA Candidates gain more than just theoretical knowledge; they also acquire valuable practical experience.
After six months of online coursework, The FBA guarantees a minimum three-month internship within the football business industry. These internships have taken place in the Women’s Football department for prominent organizations such as PSG, Worcester City FC Women, the Saudi Arabia Football Federation, and Olympique Marseille. Additionally, Candidates have had the opportunity to work on Project Management for Women in Football, International Partnership Development for West Ham United FC Women, Women’s Beach Soccer Development, and the FIFA Women’s World Cup.
Following the internship, Candidates participate in two months of in-person classes in Portugal, where they embark on Field Trips across Europe. One recent visit included F.C. Como Women, led by female CEO Elena Mirandola, offering candidates an opportunity to explore the dynamics of a female-owned and female-led team. During the immersive experience in Portugal, Candidates apply both the practical and theoretical knowledge gained throughout the program to a Student Business Project.
Past projects have included initiatives like expanding Brighton & Hove Albion’s women’s team and increasing the impact of Club Nacional’s women’s team.
Networking
The Football Business Academy takes pride in ensuring that our candidates attend major industry networking events each year, including the World Football Summit (WFS).
This event brings together key football stakeholders such as clubs, federations, leagues, sponsors, agencies, suppliers, and start-ups, creating a unique environment where all sectors of the industry are represented. It offers decision-makers a valuable opportunity to network, gain insights, and connect with both current and future leaders in football.
At past events Candidates were given the opportunity to hear one-on-one from Fatma Samoura, FIFA’s Secretary General, and Julie Uhrman, President and co-founder of Angel City FC. Additionally a wide range of panel discussions and presentations in the latest industry developments are addressed including the women’s game.
In addition to attending events, The FBA also networks through their Alumni. A podcast named Focus Football, created by FBA Alumni Amr Koleilat and Faris Fayrouz, interviewed our 7th Edition Alumni Zarah Shah to discuss the football industry. Women who have graduated from The FBA have seen a lot of success working at organisations like UEFA, FIFA, Soccerex, Bolivar, City Football and more. They have been a reliable source of information about what to expect in the football business industry and The FBA program for future Candidates.
If you are interested in working in Women’s Football development, no matter your gender, earning a Professional Master in Football Business with The Football Business Academy is your ticket to success. By offering practical and theoretical knowledge, with focuses in Women’s Football, Candidates are prepared to face the challenges still happening in the industry and can take them head on to continue to make real change. Join Today.
