The annual review of football finance has highlighted notable growth in the revenue of Women’s Super League (WSL) clubs. This increase can be attributed to various factors, including enhancements in commercial and matchday revenue, greater distributions for English clubs participating in UEFA competitions, and a rise in income from a club’s corporate group.
During the 2022/23 season, the average revenue for WSL clubs surged to £4 million, up from £2.7 million in the previous season. Nonetheless, there remains a substantial disparity among the clubs, with the top four revenue-generating clubs representing 66% of the total revenue for the league. The gap between the highest and lowest revenue-generating club also widened to £10.3 million, due to varying funding arrangements and accounting treatment.
Commercial revenue played a key role in propelling the overall growth, accounting for 35% of the total revenue for WSL clubs. This emphasizes the significance of sponsorship and commercial partnerships for the future financial progress of the league’s clubs.
An increase in matchday revenue was also observed in the 2022/23 season, attributed to the success of the Lionesses in the UEFA Women’s EURO 2022 and the growing media profile of star players. This led to an average attendance of 5,616, a significant rise from the previous season’s average of 1,923, as clubs across the league maximized the use of their main stadiums and enhanced their matchday offerings.
Broadcast revenue, amounting to £7.2 million, represented 15% of the total revenue for WSL clubs. However, year-on-year growth was limited due to the season taking place mid-cycle for both domestic WSL broadcast rights and UEFA Women’s Champions League (UWCL) rights.
The momentum for women’s football continued with a surge in matchday attendances following the impressive showing by the Lionesses at the 2023 FIFA Women’s World Cup and increased TV airtime and social media exposure for star players. The 2023/24 season marked a milestone as cumulative attendance surpassed one million for the first time across the WSL and Women’s Championship, indicating a growing appetite for women’s football.
At the club level, investments in women’s specific infrastructure are shaping the future of the sport, aiming to enhance the fan and player experience. For instance, Brighton & Hove Albion Women are planning to construct the first purpose-built stadium for an English women’s football club, while Manchester City Women have submitted plans for a stand-alone facility dedicated to the women’s first team.
Looking ahead, the implementation of an independent company ahead of the 2024/25 season to govern the top-two tiers of the women’s game is expected to elevate the game’s profile, standards, and revenue. As part of this transition, the WSL and Women’s Championship clubs have approved an interest-free loan of £20 million from the Premier League to aid initial development. This new structure will provide dedicated strategy and resources for women’s football, aiming to unite and mobilize stakeholders to accelerate the growth of the league both on and off the pitch.