THE TIME IS NOW FOR BRANDS TO GO ALL IN ON WOMEN’S SOCCER

The 2011 Women’s World Cup was held in Germany. The game felt like a circus that came to town, then left. For a long time, that was the narrative of women’s football. In England, where the Women’s Euros are currently playing to rapturous crowds, the Women’s Super League has been transformed from underfunded afterthought to budding cultural juggernaut, as Premier League teams have invested in their women’s sides.

Superclubs across Europe—Barcelona, Bayern Munich, PSG—have done the same, attempting to replicate what Olympique Lyonnais did with their women’s team in the early part of the last decade, bringing the tactical analysis and infrastructure of the European men’s game to build compelling, world-beating women’s teams. European leagues are growing and thriving, and fans are pouring in. When Barcelona Femeni played rivals Real Madrid in the Champions League quarterfinals last season, more than 91,000 fans showed up at a delirious Camp Nou. The record crowds at this month’s Women’s Euro show the numbers aren’t lying, they are growing. Read more ...