The Women’s Super League (WSL) has entered a new chapter that could prove pivotal. No, not the meteoric rise of Man United should they win the league for the first time this season (fingers crossed!). I’m referring to the recent takeover by  the Women’s Professional Leagues Limited (WPLL) – previously known as NewCo – which signals a groundbreaking departure from the Football Association (FA).

The takeover presents significant challenges as well as undeniable potential. This isn’t just a new era, it’s a tightrope walk, and the WPLL needs to navigate it with a well-defined strategy. So, let’s explore how any challenges can be alleviated during the transition period.

The global appetite for women’s football is soaring (see SportOnSearch 2024 report). In 2023, the WSL recorded a 258% increase in online search compared to its previous 4-year average. The difficulty is maintaining this growth sustainably.

With over 20 years’ experience in the sport and financial sectors, Nikki Doucet’s appointment as CEO of WPLL shows intent to maximise commercial opportunities. She has extensive knowledge in business, commercial, marketing and product management and an excellent track record with companies like of Nike Women UK & Ireland and Citigroup Global Markets.

While this appointment is a promising start, the league must ensure it has a comprehensive data-driven strategy for growth – and that requires a lot of time, effort and money. If WPLL doesn’t fully understand its target audiences, how best to target them, and where they like to consume content, then any growth rate will inevitably drop.

Everyone loves to see the growth of women’s football but let’s face it, it still relies on the support of the men’s game right now. The FA might not be perfect, but it plays a crucial role as a link to the Premier League’s financial muscle and exposure and to lower leagues and grassroot football in England.  It’s worth noting that the FA retains a “special share” in England’s top two leagues, which gives it the right to a portion of the revenue once thresholds are met to reinvest in grassroots women’s and girls’ football projects.

It’s important not to view this new chapter as a distancing from the men’s game. The Premier League’s £20m interest-free loan to WPLL is a clear demonstration of its commitment to supporting women’s football and signals further investment and growth potential. The relationship between the men’s and the women’s games should be maintained through a lasting collaborative, symbiotic relationship.

Think of it as a bridge, not a wall. Make good use of the Premier League’s loan and leverage its vast audience to propel WSL even further.

WSL’s success mustn’t come at the expense of the lower tiers. Although increased visibility and sponsorship for the WSL and Championships are fantastic, a widening gap between the top and the rest will destroy the overall growth of women’s football in England. We don’t want to see a monopoly where only the largest/richest clubs are thriving and no up-and-coming teams are able to penetrate the top leagues.

WPLL needs to ensure a trickle-down effect. Invest in talent development programmes across the pyramid, share best practice, and consider financial redistribution to bridge the economic gap. Women’s football is nothing without its grassroots planting the seeds of future stars!

The men’s game offers valuable lessons on how to get many things right. But focusing solely on replicating its successes isn’t enough. We need to look at what hasn’t worked well, the unique challenges of the women’s game and how things could be done differently.

It’s also critical for women’s football to look beyond the men’s game and turn to other sports for inspiration. How have they elevated their women’s teams? How have they engaged similar audiences? Take a look, too, at what they haven’t done that women’s football could?

WPLL’s focus on a data-driven, fan-first approach is crucial. By understanding fan behaviours and preferences, the league can tailor its marketing strategy to resonate with its audience. Brands partnering with WSL can then capitalise on such an approach to create authentic connections with fans and build lasting loyalty.

One key target audience to focus on is young women. This demographic is highly active online, consumes content rapidly, and often creates really engaging content. Their digital fluency could make them a powerful force in shaping the league’s future. Many sports have yet to capitalize fully on this potential market. While it’s common to see teenage girls posting about music, fashion, or influencers on their social media accounts, how many share their passion for sports?

• Spend time to truly understand (and market to) this demographic, opening the door to a whole new audience away from traditional fans of the men’s game.
• Look to expand its fan base beyond the UK. The global popularity of women’s football, exemplified by the 2023 FIFA Women’s World Cup, presents a vast untapped overseas market.
• Prioritise global partnerships and broadcasting deals. WPLL’s intent to do this is already clear … In this new season, all matches not being aired by official broadcasters (e.g. BBC or Sky Sports) will be streamed live on YouTube for free so anyone around the world can watch.

Interestingly, a late deal between ESPN and WSL has meant that the league will air in the US, South America and the Caribbean.

The WSL’s transition to WPLL marks a watershed moment for women’s football. It’s a very exciting time to be a women’s football fan despite anxiously watching on to see how things develop. Hopes are for the better!