What are the main revenue streams of a top team in women’s football?
In Spain, Primera Iberdrola registers multi-million euro losses each season and the pandemic prevented clubs from receiving up to 600,000 euros in TV rights last season. Clearly a market in its initial steps in business, but with huge potential.
In 2018, according to La Vanguardia, FC Barcelona Women became the only profitable section after signing the first-ever main sponsorship with Stanley, with an estimated investment of 3.5M€ per season.
For the 2020-21 season, the women’s team is forecasted to generate a total income of 4.8M€ and an aggregate loss of 1.1M€, the club section with less predicted losses. For the first time, the numbers of the women’s team come to light.
Nevertheless, the club’s financials also show how players and staff salaries represent more than 80% of the total revenue. In accordance with Deloitte, European football registered an average wages to revenue ratio of 61% last year.
Depending on sponsorship
According to Palco23, only 35% out of all the top European clubs have a dedicated main sponsor for the women’s team. The case of the Catalan club is different, the historic partnership with Stanley opened the doors for more sponsors.
With an estimated income of 3.7M€ for 2020-21 coming from commercial and advertisement, accounting for 77.6% of the total, sponsorship is the main stream supporting one of the most valued squads in the continent.
Stanley, Nike, Naulover, Cupra, Coca-Cola and CaixaBank are the official partners of Barça Women, having the latter sponsor strengthened their awareness through a special activation on the team’s shirt during their remarkable game at Camp Nou.
On the other hand, TV rights are reported to stand for 22.2% of revenues with a total of 1M€, as 2Playbook reported. Without a doubt, a source of income very likely to experience a significant growth once UWCL TV rights begin to be sold collectively from 2021-22 and when the league becomes professional.
Meanwhile, Mediapro committed to contribute with 3M€ annually and Barça TV+ aims to monetize the digital landscape through a new OTT, membership, e-commerce and social media. Jenni Hermoso and Caroline Graham are already featured on the new platform.
Building its own product
Not only investment but a dedicated strategy to promote and grow women’s teams has proved to be an effective approach across football stakeholders. Unbundling women’s football from its commercial packages allowed UEFA to attract Visa, Nike, Esprit and Hublot.
So far, the rise of the women’s game is demonstrating which kind of stakeholders such as brands, clubs or leagues invests the most. It is not about any specific sector or region, but about those entities willing to pioneer a future with equal opportunities in society.
FIFA, UEFA and Spain’s government are focusing their efforts on building professional structures, developing the base and attracting youth generations to the game. We cannot lose if we play the right game, our own.