Women’s Super League revenue grew 60 per cent in 2021-22 season on broadcast, commercial deals
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Chelsea's players celebrating with the trophy after winning the Women's Super League.
PHOTO: REUTERS
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LONDON – Women’s Super League (WSL) clubs recorded revenue growth of 60 per cent for the 2021-22 season, driven by a rise in commercial agreements and a new broadcast deal, according to analysis from Deloitte published on Monday.
The 12 clubs in the English top flight generated £32 million (S$54 million) in aggregate revenue, up from £20 million in the previous season.
Arsenal generated the most revenue (£6.9 million) and, along with champions Chelsea, Manchester United and Manchester City, accounted for 70 per cent of the league’s total revenue.
The WSL’s broadcast deal with the BBC and Sky Sports, which began in the 2021-22 season, is reported to be worth around £8 million a year. It was the first time rights to broadcast the league were sold separately from the men’s game.
It boosted each club’s share of the revenue, with WSL sides getting 75 per cent of the broadcast distribution and the remaining money going to teams in the second-tier Women’s Championship.
Barclays’ title sponsorship agreement includes a £30 million investment in the English women’s game from 2022-2025, and Deloitte said the increase in commercial revenue is expected to continue.
Ten out of 12 WSL clubs shared the same shirt-front sponsor as their men’s team, allowing them to tap into wider sponsorship agreements – including some of the highest revenue-generating commercial deals in European football.
Clubs spent a total of £25 million on wages in 2021-22, an increase of 37 per cent. Bolstered by increased revenue, the wages to revenue ratio fell from 92 per cent to 78 per cent.
Match-day revenue accounted for 10 per cent of total revenue. But Deloitte said it was expected to rise significantly in the next financial year after England’s triumphant Women’s Euro campaign led to a nearly 200 per cent increase in attendance in 2022-23. Average league attendance during 2021-22 was 1,923 while the recently concluded campaign was 5,616.
Zoe Burton, director in Deloitte’s Sports Business Group, said: “We are now reaching the point where clubs can seek to maximise the value associated with the women’s game by unbundling revenue streams to target a unique fanbase.” REUTERS
