From decentralized ticketing to new distribution models, the landscape of women’s sports is evolving rapidly. With events like the Uefa Women’s Euro 2025 captivating audiences worldwide, it’s evident that the future holds immense promise for women in sports.
Deloitte projects that global women’s football revenues will soar to US$820 million this year. Moreover, a recent study by Nielsen and PepsiCo forecasts that by 2030, women’s football could rank among the top five sports globally with a fanbase of over 800 million.
One crucial indicator of this growth is matchday attendance. Leading up to the 2025 Women’s European Championship, UEFA had already sold more than 500,000 tickets—a clear signal of potentially record-breaking turnouts. The momentum from previous tournaments has been building steadily, with Euro 2022 witnessing remarkable success and Euro 2025 poised to set new benchmarks.
“This summer marks a turning point for women’s soccer—a paradigm shift where demand surpasses supply,”
remarked Matt Drew from viagogo during an industry event attended by key figures in women’s football.
The secondary market for tickets has seen significant growth, with sales on platforms like viagogo doubling for Euro 2025 compared to the previous tournament. This surge indicates a shift towards greater fan engagement and interest in attending these sporting events live.
Explaining the reasons behind this trend, experts highlight factors such as fans seeking flexibility in ticket purchases and the rise of sports tourism. The accessibility provided by secondary markets allows fans to secure tickets closer to event dates or even resell them if needed—an appealing proposition especially for major international tournaments.
Moreover, the success stories from leagues like NWSL in the US and WNBA demonstrate not just growing attendance figures but also substantial traction in secondary market sales. These leagues have embraced partnerships with ticket marketplaces to enhance fan experiences and drive revenue streams effectively.
In contrast, while UK’s Women’s Super League (WSL) has seen revenue spikes, there are concerns about dwindling average attendances at matches. Clubs are urged to explore alternative distribution models and leverage partnerships—similar to Manchester City teaming up with viagogo—to boost stadium occupancies and overall fan engagement.
The importance of full stadiums goes beyond mere numbers—it impacts long-term media visibility, sponsorship revenues, and ultimately enhances the overall sporting product on offer. By embracing innovative approaches towards ticketing and distribution strategies, leagues can create sustainable growth opportunities while providing enriching experiences for both fans and players alike.
As we witness this exciting trajectory in women’s sports unfold before us—from marquee events like the Women’s Euros to ongoing league fixtures—the potential for continued expansion remains vast. The burgeoning secondary markets serve as compelling proof of escalating demand; however, it is imperative for stakeholders across all levels to seize this momentum proactively.
