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DFB and Two Circles project 22% annual growth for women’s football

Posted on November 8, 2022 By Matt Cutler

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The DFB (German Football Association) and Two Circles has today released ‘Neue Perspektiven – Wirtschaftliche Zukunft der Frauen-Bundesliga’ – a data-driven study into the interest and growth projections for the Women’s Bundesliga.

The study has been produced to give clubs – and the brands and media platforms that invest in German women’s football – greater insight into the commercial decisions required to bring sustainable growth.

It was produced through extensive interviews with stakeholders from across German club football – including clubs, sponsors and broadcasters; the largest ever national survey into the demographics and behaviours of women’s football; and commercial modelling using DFB revenue benchmarks and Two Circles’ unique insight into the commercial frameworks of women’s sport globally.

Key findings include:

  • Audience: Almost half of German football fans follow both men’s and women’s football, and more than 19m people in Germany have a high affinity and interest in women’s football
  • Growth: The commercial revenue generated by German women’s club football is projected to grow to reach €130m in 2031/32 – representing 22% annual growth (CAGR) in the next decade
  • Media: The TV reach of the Women’s Bundesliga is projected to increase fivefold between now (150k) and 2031/32 (750k)
  • Matchday: Average attendances in the Women’s Bundesliga are projected to surpass 7,500 per game by 2031/32.

This year’s UEFA Women’s EURO has given outstanding levels of visibility to women’s football. Now, it is vital to create the right conditions for women’s football to develop sustainably and continue delivering successful outcomes,” said Dr. Holger Blask, Managing Director of Marketing, Sales and Events at DFB GmbH & Co. “This study provides a guide for decision-makers to invest in women’s football and create fully-committed partnerships. With clubs and all stakeholders, we are looking forward to shaping the future of women’s football together.”

“There’s now a new level of awareness for women’s football, and clear market signals in Europe that the major women’s football leagues and UEFA Women’s Champions League will see strong revenue growth through new media and sponsorship deals, as well as rising ticketing sales,” said Bettina Baer, Lead Consultant at Two Circles. “In the Women’s Bundesliga, turning growing fan interest into commercial growth requires strategic, long-term investments which we can only achieve by all stakeholders working together.”

The full study can be accessed here.

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