Fifa, soccer’s global governing body, has released an analysis report on the elite women's game, highlighting broadcasting as a key area for driving growth.
The study, entitled Setting the Pace – FIFA Benchmarking Report: Women’s Football – claimed coverage on both traditional and digtal media platforms is an area in need of improvement.
It also provides insights into various other factors including sporting, finance, fan engagement, player-related matters and Covid-19.
The report, which was produced with the aim to guide key decisions in the future, is based on information from 30 top-tier women’s leagues and 282 clubs around the world.
According to the findings, broadcasting income accounts for only 6 per cent of revenue generated by clubs and 18 per cent for leagues.
Leagues which have negotiated exclusive broadcast rights for their games on average pull in $700,000 in revenue compared to the $100,000 for leagues which do not.
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The other findings showed sponsorship to be a significant revenue driver for women’s clubs, accounting for more than half the total revenue to the biggest-earning teams.
Gianni Infantino, president of Fifa, said: “Boosting the development and growth of women’s football – on and off the pitch – is a key commitment and top priority for Fifa. As the interest continues to increase, we must focus on developing an in-depth understanding of the elite women’s football landscape.
“This document has been developed with the aim of supporting our women’s football stakeholders to better understand this landscape and to maximise its big potential. By working together, and embracing the challenges and exciting opportunities that lie ahead, I strongly believe we can bring women’s football to more people around the world and make it truly global.”
Sarai Bareman, chief of women’s soccer at Fifa, added: “Whilst the progress already made and Fifa’s commitment to the women’s game is clear, more can still be done across football to maximise the exciting opportunities on the horizon and ensure a strong and sustainable ecosystem for the whole of women’s football.”
Earlier this year, England's Football Association agreed a new three-year deal with pay-television operator Sky and public-service broadcaster the BBC for the domestic Women's Super League.
The deal, which comes into effect for the 2021-22 season and is worth £8 million ($11.3 million) per year, represents the greatest-ever exposure for the women’s game at the national level.