The Future of Soccer is Female: It is Time for Marketing to Match the Moment
Written by Joel Glazer, Co-owner of Manchester United
In recent years, women’s soccer has defied expectations and shattered records, collecting millions of fans through incredible performances on the field. However, the sport’s marketing remains outdated and unable to capitalize on its full potential. It is time to stop thinking of women’s soccer – and women’s sports in general – as a niche market and start marketing them as the global powerhouse it has become.
Women’s sports have constantly and consistently been underestimated in terms of their marketability. Often, marketers try to fit women’s teams into the same outdated mold, resulting in half-baked campaigns that fall flat and feel disconnected. When they finally pivot to women’s sports, they play it safe with the narrative and lean on cliches that dull the grit, personality, and uniqueness of the athletes. The audience, the culture, and the energy are different, so why is the narrative still the same? Women’s soccer is as bold and unfiltered as its fans are, so their marketing should be just as unapologetic.
Untapped Potential
It is time to stop talking about breaking the barriers and let the numbers speak for themselves. According to FIFA, the 2019 FIFA Women’s World Cup drew over 1.12 billion viewers across the globe – more than double what was seen in 2015. [1] And that was not a one-time event. In 2023, the Women’s World Cup attracted a whopping 2 billion viewers, while the 2024 Olympic gold medal match saw 9 million viewers – a record for the most-watched soccer final since Athens in 2004.[2] These numbers are not just impressive, they are a testament to a massive and growing fanbase that is hungry for representation.
Yet, despite these numbers and achievements, marketing is stuck in the past. It is time for brands to recognize that this popularity is not a trend but the future of soccer and the entirety of sports as a whole. The evolution of women’s soccer presents an unprecedented opportunity to embrace change and create campaigns that embrace the authenticity and diversity that its players and the community have created.
The Need for Authentic Marketing
To truly embrace the power of women’s soccer, the marketing needs to reflect who these athletes are and what they are capable of. It celebrates their exceptional talent, determination, and success on and off the pitch. They do not need the underdog story to elevate their greatness; they have already proven themselves. They need campaigns that focus on their performance and the passion they bring to every game.
The future of soccer lies in its ability to embrace its authenticity, and women’s soccer is leading the charge. The fanbase is thriving, and marketers need to understand that it is no longer the alternative or niche – it is the present and defines the future. The athletes have proven themselves and their worth, and their stories deserve to be told with the same level of respect and admiration as male athletes.
Women’s soccer is changing the game – it is time the marketing reflects that.
************ I am not affiliated with Manchester United or the NWSL. This if for a university project. *************