Brand investment in women’s football is accelerating across Europe, driven by growing fan engagement and increasing commercial appeal, according to new data from Ampere Analysis.
The number of women’s-only sponsorship deals across Europe’s top domestic leagues has risen by 53% since the 2022/23 season, reaching a total of 181 agreements. Growth has been recorded in every major European league except France’s Première Ligue, indicating a widespread shift in brand appetite toward the women’s game.
Ampere Analysis’ latest sponsorship data displays that Italy’s Serie A has recorded the sharpest increase in sponsorship activity, with deals rising by 600% from a low base. Spain’s LaLiga follows with a 79% increase, while Germany’s Bundesliga has seen growth of 69%.
Sponsorship agreements spanning both men’s and women’s teams are also expanding significantly. As of the 2025/26 season, there are 677 combined deals across Europe’s “Big Five” leagues, representing a 47% increase compared to 2022/23.
At the same time, fan engagement with women’s football is rising rapidly. Ampere’s Sport Consumer data displays that 17% of sports fans across the Big Five European markets now follow women’s football clubs, marking a 21% increase since the fourth quarter of 2023.
Clubs experiencing the strongest growth in fan bases are also seeing the greatest commercial gains. Teams such as Arsenal, Chelsea, and FC Barcelona rank among the top 15% of European teams for sponsorship deal growth. Their success in domestic and European competitions has contributed to this momentum.
Rising fan interest has enabled these clubs to secure new sponsorship agreements this season with brands including Uber, Starling, and Ticketmaster, placing them firmly among the top performers for sponsorship growth across Europe’s leading football leagues.
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