Unleashing the Lionesses: The Untapped Potential and Urgent Reforms in Women's Football

Karen Carney, the former England international and chair of the independent women's domestic football review, is urging major brands and sponsors to reconsider their financial investments in football clubs. Carney highlights the thriving nature of women's football at the highest level, noting the significant broadcast deal secured by the WSL in 2021, as well as the sponsorship deals attained by many Lionesses after their successful performance in the Euros last year.

England narrowly missed out on consecutive major tournament victories as they were defeated by Spain in the World Cup final on Sunday. The match garnered a peak TV audience of 14.4 million viewers in the UK, as it was televised by both ITV and BBC.

Carney suggests that commercial brands sponsoring professional clubs should take advantage of the heightened public interest by investing equally in both the men's and women's teams, allocating 50% of their investment to each.

While the Lionesses and the upper echelons of the sport are flourishing, it is evident that other areas are not experiencing the same level of growth," stated Carney. "Observing the Euros and this year's World Cup showdown, it is apparent that individuals worldwide are tuning in to watch women's football. Therefore, it is imperative that we establish the necessary framework to accommodate those who are interested in participating in the sport.

Responsibility for the growth of women's football lies with various stakeholders including the government, clubs themselves, and sponsors. The potential for women's football to become a billion pound industry within a decade should not be underestimated, especially considering the increasing number of viewers it attracts. This situation highlights the need for better planning.

When it comes to branding and sponsorship, it is crucial to consider the allocation of funds between men's and women's football. Rather than leaving it solely up to the club, major brands should take the initiative and allocate an equal 50% investment to both genders. Furthermore, it is essential for these brands to clearly communicate this commitment. It is imperative for brands to improve their approach and ensure transparency.

The Women's Super League, introduced in 2011, stands as England's only fully professional league.

Carney conducted a comprehensive review in July, advocating for the transformation of both the WSL and Women's Championship into fully professional settings. This would include a specially designated broadcast slot exclusively for women's fixtures.

"There is a strong desire and active discussions are taking place, signaling progress in the correct direction. However, this is precisely why the review was of utmost significance," she elaborated. "We must rectify the current state of affairs, as it is founded on unstable grounds rather than solid principles. While one aspect is flourishing, substantial assistance is required for the remaining aspects to reach that same level.

"The sport has received considerable attention, which is certainly commendable. Nevertheless, we must continue advocating for our cause. The achievements of the Lionesses are remarkable, but in order to consistently perform at such a high level and excel in global football, it is imperative to establish the right pathway."

International order disrupted at biggest-ever Women's World Cup

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England were runners-up to Spain at this summer's World Cup

This Women's World Cup was the largest ever in terms of attendance, viewing figures, and reach. It was expected, considering the exponential growth of the women's game.

In the UK, the final between England and Spain drew a peak audience of 12 million viewers on the BBC. This makes it the broadcaster's second most-watched event of the year, only surpassed by the coronation of King Charles in May. Additionally, online streaming for the World Cup saw a 75 percent increase compared to 2019.

Yet, there are still lingering concerns. Spain, the reigning world champions, were in the midst of turmoil approximately a year ago, when 15 players made a collective decision to cease playing under the guidance of head coach Jorge Vilda. The players cited various problems related to training and conditions during international camps.

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Aitana Bonmati was one of 15 Spain players to sign a letter detailing concerns to Spanish FA

The RFEF, the Spanish football association, has shown support for the manager despite player unrest, which resulted in several key female athletes, such as Sandra Panos, Mapi Leon, and Patri Guijarro, who played vital roles in Spain's success, being excluded.

There was also controversy when the president of the Spanish FA, Luis Rubiales, was photographed embracing and kissing Jennifer Hermoso on the lips during the celebrations of the World Cup final trophy.

Beyond Spain, there are still numerous challenges that persist. Several countries, including Nigeria, Jamaica, and Canada, continue their struggle for resource accessibility and fair compensation. In addition, England is planning to resume discussions with the FA regarding player bonuses, now that the tournament has concluded.

The World Cup unquestionably achieved immense success, attracting record-breaking crowds and attention. However, there are still flaws in the system and institutional structures that need to be addressed. Until these issues are rectified, they will always overshadow the significant progress that women's football and its advocates have tirelessly worked towards.