The landmark study — Undervalued to Unstoppable — is Nielsen Sport’s most comprehensive analysis of the sport to date, offering never-before-shared insights into its accelerating global growth, audience profile and commercial power.
At PepsiCo, we believe in the power of platforms and partnerships to shape culture and fuel fandom and women’s football is doing exactly that.
– Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer, International Foods
Despite these 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.
“At PepsiCo, we believe in the power of platforms and partnerships to shape culture and fuel fandom and women’s football is doing exactly that. It’s more than a sport — it’s a global force for inspiration, connection and growth,” said Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer, International Foods. “Through our partnerships with UEFA Women’s Football, F1 Academy, the FIFA Women’s World Cup, the WNBA and leading athletes around the world, we’re proud to champion this momentum and create iconic brand experiences for a new generation of passionate, engaged fans.”
Samanth Lamberti, Head of International at Nielsen Sports, added, “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. With PepsiCo, a brand that shares our belief in the power and purpose of women’s sport, we’re proud to publish this landmark report, one grounded in data, powered by years of trend analysis, and focused on what’s next. The journey we’ve charted from 2017 to now paints a compelling picture of where women’s football could be by 2030, and why the time to invest is now. For brands seeking relevance, impact and long-term value, this is the moment to engage.”
Read the full report: