In a recent interview on the Footballco Business Podcast, Mitton discussed the challenges faced by women’s football this year without a major international tournament to focus on. She drew parallels with her experience in other sports, highlighting the lessons that women’s football can learn from them.
Mitton pointed out that football doesn’t always lead the way and can benefit from looking at how other sports operate. For example, women’s rugby has been more willing to take risks and experiment with new ideas, such as allowing players to run their social media channels and showcase their personalities.
The success of women’s cricket in 2017, particularly the Women’s Cricket World Cup final at Lord’s, demonstrated the potential for women’s sports to attract diverse audiences and engage with brands in unique ways. Mitton emphasized the need for women’s football to be bold and innovative in its approach, taking inspiration from the successes of other sports.
With the upcoming transition of the Women’s Super League and Women’s Championship to NewCo, there is a growing focus on making women’s soccer more distinctive, competitive, and entertaining. This shift presents an opportunity for brands to invest in standalone sponsorship deals for women’s teams, driving further growth and engagement in the sport.
As the women’s football landscape continues to evolve, it will be crucial to ensure that player participation, fan engagement, and commercial interest extend to all levels of the game, including grassroots. By learning from other sports and being open to new ideas, women’s football can continue to thrive and attract a wider audience.