The Empowerment Revolution: Unveiling the Thrilling Transformation of Women's Football
The unstoppable force of women's football community is revolutionizing the game: challenging inequalities, propelling commercial growth, and empowering the next generation of talent The players hold the key to shaping the future of women's football
Players have been using their voice in various ways over the past year - from the Lionesses advocating for girls' rights to play football and engaging in bonus discussions with the FA, to new mothers speaking up about inadequate maternity rights in clubs. It is evident that they will continue to stand up against inequalities in the future. In fact, leading brands are now actively supporting and promoting the growing trend of players fighting for the greater good by aligning their empowering messages with these courageous athletes.
Last year, Leah Williamson expanded her sponsorship deals, which already include Pepsi and Nike, by securing a lucrative partnership with Gucci to support their 'Chime For Change' global campaign. Additionally, as the England captain, she became a stakeholder in Toca Football, a company that operates football-themed social entertainment venues. This initiative aims to promote the inclusion of women and girls in the sport.
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Alessia Russo, who gained fame during the Euros last summer and was in the spotlight during the final stages of the January transfer window prior to her move to Arsenal, is said to have earned approximately £4,000 per sponsored post in the first quarter of 2023 through partnerships with Oakley and Adidas. It is anticipated that the forward will have doubled that amount leading up to the World Cup. Betting.com has reported that only Williamson, Lucy Bronze, and Beth Mead have earned higher sums from social media sponsored posts this year.
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Deloitte's Annual Review of Football Finance, released last month, revealed that WSL clubs, operating in the 2021/22 season prior to England's successful Euros campaign, generated a cumulative revenue of £32m. Zoe Burton, Director of the Sports Business Group at Deloitte, suggests that clubs will focus on the commercial development of players going forward, as they strive to increase revenue and expand their fan base. "At present, the priority for women's football is to attract a wider audience and encourage greater attendance at games," Burton stated in an interview with We.
The main concern is how to maintain their interest and engagement in the long run, not just for one season but also for the next. This is where clubs need to concentrate their efforts - on capturing and retaining the attention of fans from the beginning.
We have observed that female football fans tend to align themselves with the sport and the league as a whole, rather than having a strong affiliation to a specific club. However, we anticipate that this trend will shift and develop over the next three years. Therefore, it is crucial to prioritize strategies that will help us maintain and nurture this fan base.
The focus on commercializing the women's game is a key aspect that sets it apart from the men's game. Clubs and women's football in general will prioritize generating revenue through sponsorships and innovative partnerships. This shift in focus from broadcast revenue to commercial revenue is particularly evident in the English game. The narratives and personal experiences of the athletes can be incredibly influential in attracting fans and attracting new commercial sponsors. This presents an opportunity to engage with sponsors who may not have previously shown interest in men's football but are enthusiastic about supporting women's football.
The 'Alex Morgan' effect shows the way
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Alex Morgan is helping boost the profile of the game in America and around the world
Gotham's marketing team utilized the influence of their rival team to surpass their previous home attendance record with a simple message on their social media platforms: "Catch a glimpse of Alex Morgan at Red Bull Arena before the league match against San Diego Wave, showcasing our USWNT star."
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The result? A record-breaking crowd in excess of 15,000 turned out to watch a player boasting 10m followers on Instagram and a two-time World Cup winner.
"I have personally witnessed the incredible impact of the Alex Morgan phenomenon for the past 18 months. Wherever we go, she is a renowned figure on a global scale, attracting young girls who eagerly come to watch her play," expressed Casey Stoney, manager of the San Diego Waves, following their triumphant 1-0 victory. "Even my own daughter proudly wears her name on the back of her shirt. She truly is an exceptional role model."
Not only an exceptional player on the field, Morgan's voice extends beyond it, advocating for improved maternity rights for clubs and advocating for the support that professional footballers who become mothers should rightfully receive.
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In January, she made comments following Iceland international Sara Bjork Gunnarsdottir's lawsuit against her former club, Lyon, over the withholding of her salary during maternity leave. This occurred at the same time that Emma Mukandi, a former Reading defender, highlighted the inadequate maternity conditions accessible to WSL players. Mukandi shared her experience of having to express breast milk in a cupboard due to the inadequate facilities.
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'Strength of women's football community a phenomenon'
Alex Culvin, the head of strategy and research of women's football at FIFPRO, believes it is crucial for clubs to demonstrate their commitment to improving the conditions for female players - and to actually follow through on those commitments when it comes to addressing issues that impact female footballers.Sara Bjork Gunnarsdottir took legal action against her former club Lyon after they failed to pay her salary while she was on maternity leave.
Culvin stated, "There is a significant disregard for a wide range of gender-specific needs. This stems not only from a lack of foresight but also from a lack of strategy. It is not due to an incapacity, but rather a reluctance to address the issue. There is a lack of willingness to engage players in discussions about their gender-specific needs. We should be asking questions such as: What is lacking in your club? How can we improve?"
"The players themselves are taking the lead in various ways. They are the ones expressing concerns and asserting that the current conditions are inadequate. They are also willing to take legal action if necessary. The strength and unity of the women's football community is exceptional, and they are the ones propelling the advancement of the sport. However, there is room for improvement in terms of efficiency."
Having played for esteemed clubs such as Liverpool, Leeds, and Everton, among others, during a span of 14 years, Culvin, also a lecturer and author specializing in sports management, has witnessed the remarkable growth of the game. However, what truly delights her is the increasing empowerment of players.
"In my experience of being involved in women's football, both as a professional player for the past 25 years and in my current role, it's truly inspiring to see how players are now acknowledging and embracing their own power," she remarked.
The recognition of their power is leading players to utilize their platform for making positive societal changes. This incredible outcome has emerged as a result of the rapid professionalization, and it serves as a great source of inspiration.
Alex Culvin, the head of strategy for women's football at FIFPRO, expresses admiration for individuals utilizing their platform to drive societal transformation. This remarkable phenomenon, resulting from the accelerated professionalization, is truly inspiring.
The second crucial aspect is the collective that they are part of. When the Lionesses communicate with MPs or the Government, advocating for the need of specified hours and PE teachers for women and girls in schools, it carries more weight. Leah Williamson alone speaking to the Prime Minister is acceptable due to her influential platform. However, the entire Lionesses team, following their victory in the Euros, holds immense power and serves as a great source of inspiration.
Culvin also referenced her previous work experiences in October, when FIFPRO and its member unions played a significant role in improving conditions for this summer's World Cup.
"When we wrote to FIFA, it was similar to this. If we approached them and simply demanded that FIFPRO receive 30% of all prize money, it wouldn't have the same impact. However, if we present the fact that over 150 players from 25 different national teams have signed on to support equal conditions, pay equity, and a clear path to equality, then we have three powerful demands. This is a significant movement, and we owe it all to the players. Without them, nothing would get done.
"We are witnessing a remarkable trend of players using their platform for positive change. It's not just about promoting the upcoming England game; it's about providing opportunities for girls to participate in physical education. We are not solely focused on equal prize money; we want 30% of it to directly benefit the players. This would enable them to financially support themselves for a year or even two. The collective actions taking place within the women's football community are truly exceptional."
The Lionesses collaborated and held discussions with the FA prior to the World Cup regarding bonus payments. These conversations continued until just before the tournament, when Millie Bright announced that the team had decided to temporarily pause them.
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Demanding change is a stark contrast to the earlier period when the game was not yet professional, and even during its initial years as a full-time setup. In her book, Lioness: My Journey to Glory, Beth Mead highlights how players used to express a sense of gratitude for the facilities and environment they had.
For a long time, both players and those involved in women's football have appreciated the opportunity to train alongside their male counterparts and have meals provided at the club. In the past, we would have been content with a below-average playing surface and expressed gratitude. However, our expectations have changed now. We are no longer afraid to voice our demands and are determined to settle for nothing less than what we deserve. We will strive for better conditions and are fully aware of our worth. Our pursuit for improvements is driven by our desire to elevate the game itself. As we continue to achieve success, these enhancements become even more crucial in our journey towards reaching new heights.
Player power is gaining traction and momentum, with the next generation of footballers indebted to the current generation for paving the way. For additional stories on the Future of Women's Football, check out We.com and download the We app.
