Women’s football has witnessed unprecedented growth in recent years, becoming a focal point of attention and investment. From record-breaking attendances in the Women’s Super League (WSL) to increased media coverage, the sport is gaining traction. However, despite this growth, commercial opportunities in women’s football, particularly from iGaming companies, remain underexploited.

Untapped opportunity for igaming

Women’s football boasts a large and ever-growing audience. With increasing interest in women’s sports, it provides a valuable platform for companies looking to reach diverse demographics. Statistics reveal that a considerable number of women participate in online gambling, creating a unique alignment between the audience of women’s football and the iGaming sector.

Jamie Mitchell believes that if a large iGaming company were to invest in a major women’s sports club, it could trigger a chain reaction. He pointed out that women’s football offers untapped opportunities for the iGaming industry. Unlike men’s football, where sponsorships are heavily scrutinised, women’s football provides a relatively open landscape.

Mitchell said, “Women’s football is booming right now, certainly in England and across Europe. From an iGaming perspective, there’s a large audience and, if you look at the percentages, there are a lot of women who gamble. I think it’s a great opportunity for iGaming companies to get involved in women’s sports and increase the visibility of women’s sports.”

Regulatory changes

The Women’s Super League (WSL) in England has introduced new regulations for gambling advertisements, aligning itself with the EFL and FA. In Scotland, teams in the Scottish Women’s Premier League have agreed to a ban on sponsorships from companies producing age-restricted products, including gambling.

While Mitchell acknowledges the rationale behind the Scottish ban, he believes it could have unintended consequences. He emphasised that Scottish women’s football is in dire need of financial support, which iGaming companies could potentially provide. Mitchell explained, “We’re crying out for money up here in Scotland and the money could come in from iGaming companies. If that was reinvested in women’s football, it could be used for education programmes for gambling and equality in men’s and women’s football. The men’s football is sponsored by William Hill, so what’s to stop the women’s game? I get their point, but I think we need to look beyond that and take the money and reinvest it in the right ways.”

Women’s football sponsorship

Mitchell highlighted that the commercial landscape in football has remained stagnant over the years, with little evolution in sponsorship strategies. However, he expressed optimism that with the right investments, women’s football could pave the way for innovative sponsorship models.

Mitchell added, “Commercial teams and everything seems to be the same as when I played. Times have changed in all other aspects of life since then, so it seems surprising to me that the football world can’t see the opportunities that are there.” The footprints in the Market series, hosted by Digital Footprints, offers valuable insights into the iGaming sector. Each episode delves into strategies and best practices, providing senior marketing executives with the knowledge they need to excel in this competitive industry.

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