Global revenue for women’s professional football is forecast at around US $820 million in 2025, up ~35 % from 2024. In 2023, FIFA’s Women’s World Cup generated over $570 million, enough to break even, but it was still just ~9 % of the $6.1 billion men’s World Cup revenue. Sponsorship revenue for the 2023 women’s tournament was about $308 million, versus $1.7 billion for the men’s edition.

Domestic leagues lag further behind. For example, England’s WSL earned roughly $15 million in sponsorship in 2022‑23, compared with hundreds of millions for Premier League clubs.

Why Women’s Football Should Not Be Compared Directly to Men’s

Separate spectator experience

Women’s matches often have a more family‑friendly, calm, welcoming vibe, in contrast with the high‑pressure, chaotic, sometimes aggressive atmosphere of men’s fixtures.

Spectators and visiting fans often describe women’s football as supportive, inclusive, joyful, and a more comforting outing, perfect for girls and families. This cultural tone can be a powerful marketing feature.

Market positioning

Because of the revenue gap and different audience, women’s football should develop its own commercial identity, not chase parity by trying to replicate the men’s model. Investors, sponsors, venues, media deals, all can be developed to fit the women’s game on its own terms.

Proposed New Format: 70 % Scale of Men’s Football

Format Element	Current (Men’s)	Proposed Women’s Format (≈ 70 %)
Field size	100 × 64 m	~70 × 45 m
Game time	90 minutes	~60–65 minutes
Goal post size	7.32 m × 2.44 m	~5.1 m × 1.7 m

Pros:

• More aligned with average women athletes, faster pace, less distance run
• Shorter matches easier for families and younger viewers
• Smaller fields create closer, more exciting play
• A welcoming, softer brand resonates with girls deciding to play sport

Cons:

• Harder to align with existing infrastructure (stadia, FIFA rules)
• Possible resistance from traditionalists and governing bodies
• International play compatibility issues
• Could reinforce perception of women’s football as “less serious”

Example from Another Sport: Women’s Cricket (T20 vs Test)

In cricket, women’s international cricket emphasizes shorter formats, T20 and 50‑over matches, with less emphasis on Test cricket. This structure made the women’s game more popular, viewable, and commercially viable, especially in India and Australia, without directly comparing it to men’s 5‑day Tests. The shorter, energetic form matched fan preferences and helped grow the sport rapidly.

Similarly, a tailored shorter football format can offer an easier, fun version that builds participation and fans.

Commercial and Participation Impact

• As investment rises: Angel City FC now generates $30 million annually and is aiming for $1 billion valuation within five years.
• The Women’s Euro 2025 final drew 16 million peak UK viewers, and WSL broadcast reached 10 million in the semi‑final, signalling huge demand.
• After the 2023 World Cup, New Zealand saw a 25 % increase in girl players; Australia pledged $200 million in women’s sports funding.

Creating a more approachable format and growing its own brand identity could encourage more girls to take up the sport and support a self‑sustaining market.

Conclusion

We should treat women’s football as its own game, different format, different atmosphere, rather than trying to shoehorn it into the men’s structure. A scaled‑down format with smaller pitches, shorter time, and welcoming vibe can attract more girls, families, and sponsors. It allows women’s football to grow on its own terms, potentially earning more than men in its own distinct market.

We wish only the best for women’s football: that they have a structure and market they can call their own, where they don’t struggle for equality by comparison, but thrive as a unique, powerful global sport.