The 2023-24 season marked a historic milestone for the Women's Super League (WSL), with revenues soaring by an impressive 34%. The 12 clubs in the league collectively generated £65 million, a significant leap from the £48 million recorded in the previous season. For the first time, each club surpassed the £1 million revenue mark, showcasing the league's growing financial strength.

Key Drivers of Revenue Growth

Commercial Revenue: The primary catalyst for this growth was a 53% increase in commercial revenue, which now constitutes 40% of the total revenue for WSL clubs. This surge underscores the increasing appeal of women's football to sponsors and advertisers.

Matchday Revenue: Matchday earnings also saw a remarkable 73% rise, reaching £12 million. This was fueled by a 31% increase in average league attendance, reflecting a growing fanbase and heightened interest in domestic women's football.

Top Performers: Four clubs—Arsenal (£15.3 million), Chelsea (£11.5 million), Manchester United (£9.2 million), and Manchester City (£6.6 million)—accounted for two-thirds of the league's total revenue. This highlights the competitive edge and financial prowess of these teams.

Challenges and Future Prospects

Despite these gains, the league faced some challenges. Average attendance dropped by 10% to 6,642 in the following season, attributed to a lack of international football drawing attention to the domestic game. Additionally, combined pre-tax losses for clubs increased to £28 million, up from £21 million in 2022-23.

However, the future looks promising. Deloitte forecasts that revenues will exceed £100 million by the end of the 2025-26 campaign, driven by the upcoming Euros in Switzerland. Tim Bridge, lead partner in the Deloitte Sports Business Group, emphasized the importance of sustainable growth and competitive balance for the league's long-term success.

Expert Insights

"Women's football in England is evolving rapidly," said Bridge. "While challenges remain, it is clear there is potential for a passionate and engaged fanbase to drive the game's development. Capitalizing on major international tournaments is important at specific points in time, but sustainable growth hinges on the domestic league's organic development."

Bridge also highlighted the need for competitive balance, noting the widening gap between the top-earning clubs and the lowest-earning clubs in the league.

Conclusion

The WSL's financial growth in the 2023-24 season is a testament to the increasing popularity and commercial viability of women's football. With strategic focus on sustainable development and competitive balance, the league is poised for even greater success in the coming years.