The Global Surge of Women’s Soccer: Trends, Opportunities, and How to Get Involved

Photo by Igor Starkov on Unsplash

Introduction: The Rapid Rise of Women’s Soccer Worldwide

Women’s soccer is experiencing a remarkable transformation on the global stage. Once considered a niche sport with limited visibility, it is now poised to become one of the world’s top five most popular sports by 2030. This surge is driven by explosive fan growth, increased media attention, deeper brand investment, and transformational shifts in female participation and viewership. For individuals, brands, and organizations interested in leveraging these trends, understanding the current landscape and actionable pathways is essential. ^[3]

Unprecedented Growth: Fan Base and Audience Expansion

According to a comprehensive 2025 report from Nielsen Sports and PepsiCo, the global women’s soccer fan base is projected to increase by 38%-from 500 million to over 800 million by 2030. This trajectory would make it the fifth largest sport worldwide . ^[1] The same report highlights that 60% of this audience will be female, making women’s soccer one of the rare major sports with a predominantly female fan base. ^[2]

This growth is not limited to any one region. In the UK, for example, fan interest in women’s soccer doubled following the 2022 UEFA Women’s Euro, a trend mirrored in the United States with record-breaking viewership and attendance at National Women’s Soccer League (NWSL) matches. The 2023 FIFA Women’s World Cup reached a media engagement audience of 2 billion, underlining the sport’s mainstream appeal. ^[3]

Shifting Demographics and Female Empowerment

One of the most significant trends is the increasing engagement of female audiences. Globally, women are expected to account for the majority of the fan base by 2030, with 60% projected to be female. This is an anomaly in the sports industry and presents unique opportunities for brands and organizations seeking to reach a highly engaged, influential demographic. ^[2]

In the U.S., the impact of Title IX legislation has created a deep talent pool, with more girls and women participating in soccer than ever before. Across Europe and Latin America, leagues are embracing family-friendly experiences and community engagement to attract and retain female fans. For example, Liga MX in Mexico boasts a female viewership share of 42%, while the Bundesliga in Germany increased its female viewership by 4.6 percentage points between 2022 and 2024. ^[4]

Media Coverage, Digital Visibility, and Sponsorship Value

Media visibility for women’s soccer has grown exponentially. Where once highlights and full matches were hard to find, today major tournaments are broadcast in prime time and highlights are widely available online. This surge in coverage has been fueled by both consumer demand and brand investment. For the 2023 Women’s World Cup, sponsorship deals tripled compared to 2019, yet the sector still receives only a small fraction of overall global sports sponsorship budgets. This gap signals a substantial opportunity for brands seeking to connect with a growing, influential audience. ^[5]

Brands interested in sponsoring women’s soccer can begin by researching official league and tournament websites, such as FIFA.com for World Cup partnerships or the official NWSL and UEFA Women’s Champions League pages. To maximize value, organizations should focus on long-term partnerships, community engagement, and authentic storytelling that resonates with female fans. If you are a brand or business considering involvement, you may want to contact the marketing or partnership departments of these leagues for information on current opportunities and requirements.

Commercial Impact and Consumer Influence

Women’s soccer’s expanding audience is not only large but highly valuable. According to the Nielsen report, 47% of fans are among the world’s top earners, and 50% are aged 25-44-a prime demographic for consumer brands. Additionally, women are projected to drive over 75% of household purchasing decisions by 2028. ^[3]

For organizations looking to engage this audience, it is critical to align with the values of empowerment, authenticity, and inclusion that define the women’s soccer movement. Case studies suggest that campaigns which highlight women athletes’ stories, community leadership, and social impact tend to resonate most with fans and drive deeper brand loyalty.

Accessing and Participating in the Women’s Soccer Boom

If you are an aspiring player, fan, or entrepreneur, there are several practical steps you can take to access opportunities within the women’s soccer ecosystem:

For Fans: You can follow your local and national women’s teams through official league websites, social media, and streaming services. Major leagues include the U.S. NWSL, England’s Women’s Super League, the UEFA Women’s Champions League, and Liga MX Femenil. If you want to attend matches, tickets are typically available via the respective league or club’s official website.
For Aspiring Players: Youth and amateur leagues are widely available in most countries. You can search for local clubs through your national soccer federation (e.g., U.S. Soccer, The Football Association in England, or your country’s governing body). Many federations offer online directories and contact information for regional programs.
For Brands and Sponsors: To explore sponsorship, partnership, or advertising opportunities, start by visiting the official websites of major women’s leagues or the governing body relevant to your region. You may also consider reaching out to sports marketing agencies that specialize in women’s sports for guidance on market entry and activation strategies.
For Media and Content Creators: Rights and highlights are increasingly available through official broadcasters and licensed digital platforms. To request media access, visit the official press or media section of the relevant league or tournament website.

If you are unable to locate opportunities online, consider contacting your local soccer association or national sports federation by phone or email for up-to-date information on programs and partnerships.

Challenges and Solutions in Sustaining Growth

Despite impressive momentum, women’s soccer faces persistent challenges. These include disparities in media rights fees, lower player salaries compared to men’s leagues, and limited grassroots funding in some regions. Addressing these gaps requires coordinated investment from governing bodies, brands, and local communities.

Potential solutions include:

Advocating for equitable media coverage and sponsorship through direct engagement with broadcasters and brands.
Supporting grassroots initiatives by volunteering, donating, or promoting local programs.
Encouraging policymakers to invest in women’s sports infrastructure and youth development through public channels and advocacy campaigns.

A practical approach for individuals and organizations is to collaborate with established non-profits or advocacy groups focused on gender equality in sports. Examples include Women in Sports Foundation (U.S.) and Women’s Sport Trust (UK). For more information, search for these organizations by name and review their official websites for involvement opportunities.

Key Takeaways and Next Steps

The global popularity of women’s soccer is at an all-time high, with forecasts pointing to even greater expansion in the coming years. For fans, brands, and organizations, now is a pivotal moment to participate in this growth story-whether by following teams, supporting talent, investing in sponsorship, or advocating for equality. By leveraging verified resources, aligning with industry trends, and engaging authentically, you can help shape the future of women’s soccer worldwide.