Women’s football to become a top five global sport by 2030
A new joint study by Nielsen Sports, the global leader in sponsorship analytics and fan intelligence, and PepsiCo suggests that women’s football is on track to become one of the world’s top five sports by 2030, with the majority of its fanbase projected to be female.
The global women’s football fanbase is projected to grow by 38%, rising from 500 million to over 800 million by 2030. And 60% of fans will be female by 2030 — creating one of the few sports where women represent the majority audience.
Women’s football has seen a 60%+ rise in female fans over the past five years, with momentum strongest in markets like China (adding 186 million fans), Brazil (39% of the population interested), and India (35% of the population interested).
This has significant implications for existing and potential sponsors of the women’s game. For one thing, women are expected to control 75% of household purchasing decisions by 2028. And with 47% of fans among the top global earners, and 50% in the 25–44 age group, the sport offers access to a prime commercial demographic.
Despite these attractive metrics, just a small fraction of global sponsorship budgets are allocated to women’s football. The report identifies this as a significant gap — and a major commercial opportunity.
We have long believed in the potential of women’s football, and today, we’re no longer just tracking progress, we’re witnessing a breakthrough. From media rights to sponsorship and fan engagement, this is no longer a case of future promise but present value.
Samantha Lamberti, Head of International at Nielsen Sports.
While some major brands, such as PepsiCo, have seen, and acted on, the potential commercial benefits of sponsoring the women's game, there remains huge potential for companies to get on board.
At PepsiCo, we see women’s football as more than just a sport, it’s a cultural force with the power to connect, inspire and grow our brands. As a business, we’re proud to partner with UEFA Women’s Football, the FIFA Women’s World Cup, the WNBA and leading athletes across the world, because we know these platforms unlock powerful passion points for an increasingly engaged and influential audience.
Jane Wakely, EVP & Chief Consumer Marketing Officer & Chief Growth Officer, International Foods
With growing fan bases, surging participation, and expanding media visibility, the message is clear: this is a sport on the rise. For brands, the opportunity is not just to sponsor a game, but to help shape a movement.
