As I’ve written before, women’s football in the UK is growing as a media proposition. It’s why a mega new deal was announced recently. There is no doubt that the BBC and Sky have been drawn in by both the Lionesses phenomenon and the growing quality of the teams at the top of the Women’s Super League. However, to maintain media interest and the money that comes from that, the gap between the best and the rest in the WSL needs to get smaller. Fast.
I spoke about this with LBC News host David Domb last weekend:
Arsenal were the pioneers, investing in women’s football long before anyone else in the UK. Chelsea, with their five consecutive league titles, are without doubt the standout English team at the moment. Manchester City are very strong too, with neighbours United not far behind.
Featuring England stars like Alessia Russo, Leah Williamson, Millie Bright, Lauren James and Ella Toone, these teams will always draw in a TV crowd. At least to a point. It isn’t that exciting to tune in if you know they are going to wallop the opposition most weeks.
WSL: The Best and the Rest
Tottenham, like Manchester United, were promoted to the WSL in 2019 but have not made the same kind of progress. Following another heavy defeat to Arsenal last weekend, manager Robert Vilahamn commented that the “gap between the top teams is big” and that there is a “big gap with the squads”.
Chelsea boss Sonia Bompastor seems less concerned, perhaps because her side is top once again. “I think the league is really competitive,” she said when previewing this weekend’s clash with Manchester United. Bompastor was clear though that it’s “important to invest in the women’s game” to maintain a competitive league. She also said that “you want as many teams as possible to compete after the title.” TV viewers and casual fans, the key to growing the game, certainly want that.
That new rights deal is worth 82% more than its predecessor, so serious investment is starting. (Albeit it is orders of magnitude less than the men’s Premier League.) Hopefully, that money will filter through the game and help make the gap between the top and bottom smaller. If not, the WSL will become a less appealing media proposition and a real opportunity will be lost.
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