The landscape of women’s sports looks set for seismic growth, driven by significant new investments from UEFA and GroupM. European football’s governing body, UEFA has announced its “Unstoppable” six-year initiative, pledging €1 billion (£830 million) to expand and professionalize women’s football across the continent.
This funding will be directed toward national teams, clubs, and association competitions, aiming to make football the most-played team sport among European women.
By developing six professional leagues and supporting 5,000 professional players, UEFA aspires to make Europe a top destination for women’s football talent. The strategy follows recent successes, such as record viewership and revenue from the Women's Super League and the 2023 World Cup. UEFA also plans to launch a new European club tournament to broaden competition.
Simultaneously, GroupM, the media investment giant, has committed to doubling its spending on women’s sports advertising. This move underscores rising interest from brands eager to engage with the growing women’s sports audience. GroupM’s roster of clients, including Adidas, Target, and Unilever, reflects this expanded interest, with many opting to invest in women’s sports advertising for the first time.
The company has secured 25 exclusive sports media opportunities with networks like Disney, NBCUniversal, and YouTube for 2024-2025, designed to strengthen brand partnerships and bring more visibility to women’s sports.
GroupM’s Matt Sweeney, Chief Investment Officer, stated that the company’s increased spend highlights a movement, not merely a trend, in women’s sports—a view supported by ESPN’s report that 2023 WNBA Finals viewership reached a 25-year high. The new dedicated marketplace by GroupM aims to streamline these media buys, giving brands the structure they need to tap into women’s sports.
With UEFA and GroupM each contributing substantial resources, women’s sports are positioned for rapid expansion, from grassroots support to professional leagues. These investments aim not only to elevate athletes and teams but to redefine women’s sports as a mainstream market segment, creating a sustainable growth trajectory.
As media engagement rises and funding expands, this commitment could permanently alter the competitive and commercial landscape of women’s sports. These combined efforts signal an era of transformative growth, reflecting broader trends that prioritize visibility, equality, and professionalization in sports.