Women’s football sponsorship growth gathers pace across Europe

Women’s-only sponsorship deals across Europe’s top domestic women’s leagues have risen 53 per cent since the 2022/23 season to 181, according to new Ampere Analysis data, in a sign that brand investment is deepening beyond tournament cycles.The data points to growth in every major European league except France’s Première Ligue, suggesting the commercial uplift is becoming more broadly distributed across the market rather than being concentrated in a small number of clubs or territories.Italy’s Serie A Women Athora posted the fastest increase, up 600 per cent from a low base, followed by Spain’s Liga F with 79 per cent growth and Germany’s Frauen-Bundesliga with 69 per cent. That trend indicates that sponsors are expanding their women’s football portfolios in both established and developing properties.The market is also growing beyond standalone women’s team agreements. As of the 2025/26 season, there are 677 sponsorship deals spanning both men’s and women’s teams across Europe’s ‘Big Five’ leagues, up 47 per cent from 2022/23.That matters commercially because it suggests women’s football is becoming more embedded in broader club and brand strategy, rather than being treated as a separate add-on. For rights holders, it also creates more scope to package inventory across men’s and women’s properties in a single sales conversation.Ampere said fan engagement is moving in the same direction. Its consumer data shows 17 per cent of sports fans in the Big Five European markets now follow women’s football clubs, representing 21 per cent growth since the fourth quarter of 2023.The strongest commercial momentum is being recorded by clubs that are also growing audience demand. Arsenal, Chelsea and FC Barcelona are among the top 15 per cent of European teams for sponsorship growth, with fan expansion helping drive new deals including Uber, Starling and Ticketmaster this season.Minal Modha, research director and head of sports media, sponsorship and consumer research at Ampere Analysis, said: “The Big Five domestic women’s football leagues in Europe have benefitted from the momentum created by the record-breaking UEFA Women’s Euros in 2025. The success of international teams has led to increased investment in domestic leagues. "What’s particularly striking is that growth is coming not just from women’s-only deals, but from sponsorships including both men’s and women’s teams. That shows women’s football assets, players, and IP are becoming strategically important to brands."The opportunity is now firmly established — and the challenge for clubs is to continue demonstrating the value of their fans and the unique activation opportunities the women’s game offers."