{"id":6425,"date":"2021-09-02T17:04:01","date_gmt":"2021-09-02T16:04:01","guid":{"rendered":"https:\/\/www.twentyfirstgroup.com\/?p=6425"},"modified":"2022-06-17T16:09:36","modified_gmt":"2022-06-17T15:09:36","slug":"leading-from-the-front-unlocking-value-in-the-womens-super-league","status":"publish","type":"post","link":"https:\/\/www.twentyfirstgroup.com\/leading-from-the-front-unlocking-value-in-the-womens-super-league\/","title":{"rendered":"Leading from the front: unlocking value in the Women&#8217;s Super League"},"content":{"rendered":"<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-0  el_before_av_three_fifth  avia-builder-el-first  \" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-1  el_after_av_one_fifth  el_before_av_one_fifth  \" style='border-radius:0px; '><div  style='padding-bottom:10px; ' class='av-special-heading av-special-heading-h2  blockquote modern-quote  avia-builder-el-2  avia-builder-el-no-sibling  thought-leadership-heading '><div class ='av-subheading av-subheading_above  ' style='font-size:15px;'><p>Thought Leadership<\/p>\n<\/div><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >Leading from the front: unlocking value in the Women\u2019s Super League<\/h2><div class='special-heading-border'><div class='special-heading-inner-border' ><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-3  el_after_av_three_fifth  el_before_av_one_fifth  \" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-4  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  av_inherit_color '  style='color:#80808a; '  itemprop=\"text\" ><h4><span class=\"span-reading-time rt-reading-time\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\"> 8<\/span> <span class=\"rt-label rt-postfix\">MIN READ<\/span><\/span><\/h4>\n<\/div><\/section><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-author '   itemprop=\"text\" ><h3><strong>By Sophie Tomlinson<\/strong><\/h3>\n<hr \/>\n<h3>September 02, 2021<\/h3>\n<\/div><\/section><br \/>\n<div  style='height:5px' class='hr hr-invisible   avia-builder-el-7  el_after_av_textblock  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><\/p><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-8  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><p><div  class='avia-image-container  av-styling-    avia-builder-el-9  el_before_av_hr  avia-builder-el-first  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-6427 avia-img-lazy-loading-not-6427 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/jeffrey-f-lin-WdMsma5E9PI-unsplash.jpg\" alt='' title='jeffrey-f-lin-WdMsma5E9PI-unsplash' height=\"925\" width=\"2089\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/jeffrey-f-lin-WdMsma5E9PI-unsplash.jpg 2089w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/jeffrey-f-lin-WdMsma5E9PI-unsplash-300x133.jpg 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/jeffrey-f-lin-WdMsma5E9PI-unsplash-1030x456.jpg 1030w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/jeffrey-f-lin-WdMsma5E9PI-unsplash-768x340.jpg 768w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/jeffrey-f-lin-WdMsma5E9PI-unsplash-1536x680.jpg 1536w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/jeffrey-f-lin-WdMsma5E9PI-unsplash-2048x907.jpg 2048w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/jeffrey-f-lin-WdMsma5E9PI-unsplash-1500x664.jpg 1500w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/jeffrey-f-lin-WdMsma5E9PI-unsplash-705x312.jpg 705w\" sizes=\"(max-width: 2089px) 100vw, 2089px\" \/><\/div><\/div><\/div><br \/>\n<div  style='height:5px' class='hr hr-invisible   avia-builder-el-10  el_after_av_image  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><\/p><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-11  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-12  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-share '   itemprop=\"text\" ><h3>Thought Leadership<\/h3>\n<p>Inspired by what you&#8217;re reading? Why not subscribe for regular insights delivered straight to your inbox.<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap avia-button-left  avia-builder-el-14  el_after_av_textblock  el_before_av_textblock ' ><a href='https:\/\/www.twentyfirstgroup.com\/contact\/news-signup\/'  class='avia-button  avia-color-theme-color   avia-icon_select-no avia-size-small avia-position-left '   ><span class='avia_iconbox_title' >Subscribe<\/span><\/a><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><hr \/>\n<h3><\/h3>\n<\/div><\/section><br \/>\n<div  class='av-social-sharing-box  avia-builder-el-16  el_after_av_textblock  avia-builder-el-last  '><div class='av-share-box'><h5 class='av-share-link-description av-no-toc '>Share this story<\/h5><ul class='av-share-box-list noLightbox'><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href='https:\/\/www.facebook.com\/sharer.php?u=https:\/\/www.twentyfirstgroup.com\/leading-from-the-front-unlocking-value-in-the-womens-super-league\/&#038;t=Leading%20from%20the%20front%3A%20unlocking%20value%20in%20the%20Women%E2%80%99s%20Super%20League' aria-hidden='false' data-av_icon='\ue8f3' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on Facebook' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href='https:\/\/twitter.com\/share?text=Leading%20from%20the%20front%3A%20unlocking%20value%20in%20the%20Women%E2%80%99s%20Super%20League&#038;url=https:\/\/www.twentyfirstgroup.com\/?p=6425' aria-hidden='false' data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on Twitter' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href='https:\/\/linkedin.com\/shareArticle?mini=true&#038;title=Leading%20from%20the%20front%3A%20unlocking%20value%20in%20the%20Women%E2%80%99s%20Super%20League&#038;url=https:\/\/www.twentyfirstgroup.com\/leading-from-the-front-unlocking-value-in-the-womens-super-league\/' aria-hidden='false' data-av_icon='\ue8fc' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on LinkedIn' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-17  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-main-content '  style='font-size:20px; '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">The FA Women\u2019s Super League (WSL) kicks off again this weekend. With a new, three-year broadcast deal being announced earlier this year and the Barclays title sponsorship up for renewal next July, the upcoming season marks the start of a pivotal period for the league. How can the league ensure it achieves its ambitions?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Games between the league\u2019s best four clubs (Arsenal, Chelsea, Manchester City and Manchester United) attract the biggest attendances and TV audiences. In the 2019\/2020 season, games contested between these clubs attracted crowds that were 80% higher than games featuring just one of the four versus another league opponent. The difference was even starker for fixtures where none of these four clubs were involved, where crowds were a third of those at the biggest ties.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Viewers engage so readily with games between these teams not just because they offer the highest quality football, but also because they are balanced games with a lot riding on the outcome &#8211; in other words, they have the highest jeopardy too. The favourite in an average Women\u2019s Super League fixture has a 63% chance of winning, compared to a 54% chance in the men\u2019s Premier League. But there is a stark difference between games contested by the top four and games contested by the rest: a top four club is 75 percentage points more likely to win than their opponent when playing against a lower-ranked team. When the top clubs play each other however, the favourite has just a 19 percentage point advantage<\/span><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"> Adjusting the competition\u2019s structure to create more of these high-stakes fixtures would increase the appeal to fans.<\/span><\/p>\n<\/div><\/section><\/div><div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-19  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div><\/p>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-20  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-21  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><div  class='avia-image-container  av-styling-    avia-builder-el-22  avia-builder-el-no-sibling  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-6420 avia-img-lazy-loading-not-6420 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/winprob2.png\" alt='' title='winprob2' height=\"1493\" width=\"2458\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/winprob2.png 2458w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/winprob2-300x182.png 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/winprob2-1030x626.png 1030w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/winprob2-768x466.png 768w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/winprob2-1536x933.png 1536w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/winprob2-2048x1244.png 2048w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/winprob2-1500x911.png 1500w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/winprob2-705x428.png 705w\" sizes=\"(max-width: 2458px) 100vw, 2458px\" \/><\/div><\/div><\/div><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-23  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-24  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-25  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-main-content '  style='font-size:20px; '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">An easy solution would be to add play-offs or a championship round to decide the title at the end of the year, to be contested by the top teams from the regular season. This could be anything from a US-style knockout system to a mini-league format that accounts for performance over the preceding months. We\u2019d get more games between the biggest clubs, and in a format that necessitates every game has meaning, without necessarily diluting the importance of existing regular season matches. More games and bigger audiences would deliver greater value to broadcasters and in turn increase the value of the league\u2019s rights. Distributing this additional revenue equitably among all teams would help to finance infrastructure improvements and higher wages. The level of the rest of the league\u2019s teams would rise, leading to a higher quality and more evenly-balanced competition in the long-run, facilitating movement of the <\/span><a href=\"https:\/\/www.twentyfirstgroup.com\/approach\/our-big-idea\/\"><span style=\"font-weight: 400;\">league\u2019s flywheel<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This end-of-season championship round would provide a further opportunity to engage new fans. Some of the league\u2019s biggest recent successes have come when narrative and marketing have aligned to focus around key gameweeks. The season openers following the Women\u2019s World Cup in 2019 were held at the large stadiums usually reserved for men\u2019s teams. The season\u2019s first fixture played between Manchester City and Manchester United at the Etihad that September drew a record crowd of 31,200. The first Women\u2019s Football Weekend six weeks later was carefully primed to take advantage of the men\u2019s international break, and duly delivered further success embellished by a new record attendance: the Tottenham-Arsenal derby drew a crowd of over 38,000 people. Both fixtures also showed the merits of, where suitable, taking advantage of the connections that fans have from the men\u2019s game, in this case local derbies.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even away from the draw of playing in a larger stadium or against a rival team, fans responded to the marketing push; the crowd of almost 5,000 people who watched Chelsea play Manchester United that weekend remains the highest for a game played at a women\u2019s home stadium. A well-timed mini-tournament at the end of the regular season would provide a similar such opportunity to galvanise broadcasters, sponsors and club media departments, and create more noise around the women\u2019s game.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So is there space for these additional fixtures? The domestic club season in women\u2019s football does not currently have the same fixture congestion as men\u2019s club football. Chelsea Women reached the finals of both the Women\u2019s League Cup and the Champions League last season but still competed in only 39 games in total. Their men\u2019s equivalents also reached the finals of both a domestic cup and the Champions League, but contested 50% more games over the course of the season. The women\u2019s game is starting to reap the rewards of better marketing, increased sponsorship and consequent higher attention from the public, but it needs to now give its biggest players and teams sufficient opportunities to write new stories and capture fans\u2019 attention. The addition of a group stage to the UWCL is a welcome change, increasing the total number of games and ensuring big teams remain in the competition for at least six matches. For the Women\u2019s Super League then, a championship round between the top four teams could help by adding, for example, an additional six high-value games to the calendar.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What of the risk of increasing the gap between the top teams and the rest? Most women\u2019s teams are not financially sustainable in their own right at present and so need significant funding from their parent clubs. The fastest way to increase competitive balance in the league would be for clubs of lower-ranked WSL teams to allocate more funding towards their women\u2019s teams. With their men\u2019s teams fighting for each and every position in the ever-competitive English league system, clubs are unlikely to do this without good incentive. Growing the value of the league as a whole is the best way to encourage them: medium-term financial sustainability would look more realistic and the potential returns from a successful women\u2019s team would be higher. The intention then is not to tip the balance further towards the top women\u2019s clubs but instead to harness their brand power for the benefit of the league as a whole. For this reason, the increased broadcast revenues would need to be relatively evenly distributed across all teams, especially given the biggest clubs would likely realise growth in matchday and commercial income from a post-season competition.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There could also be more novel ways to grow the league\u2019s reputation. The WSL has a fantastic example of success close to home in the Premier League. But to emulate this success, it doesn\u2019t need to stick to the exact same formula. The NWSL, the USA\u2019s professional women\u2019s league and home to many of the world\u2019s best players, operates on a different calendar to the European leagues. This presents the opportunity for the top leagues to collaborate more closely than in the men\u2019s game. While a Premier League gameweek takes place every 7 days on average once the season kicks off, the average gap between WSL gameweeks is 11 days. Condensing the league\u2019s fixture to match the frequency of the Premier League would save almost three months\u2019 time from the schedule and could open up the possibility of players competing in both England and the US or in an intercontinental club tournament between teams from multiple leagues. Growing the value of women\u2019s domestic football on both sides of the Atlantic would then become less of a zero-sum game.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The growing power of the wealthiest clubs dominates all debate over the future of men\u2019s football. And while there is inequality in competition in the women\u2019s game, women\u2019s football can learn from the men\u2019s game\u2019s mistakes by using the brand strength and quality of its biggest teams to move the whole sport forward. Innovating now could lead to compound returns down the line. Waiting longer to experiment risks getting stuck in the structures of the men\u2019s game and a failure to capitalise on the huge opportunity recent investment has handed to the sport.<\/span><\/p>\n<\/div><\/section><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-27  el_after_av_three_fifth  el_before_av_codeblock  column-top-margin\" style='border-radius:0px; '><\/div>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":14,"featured_media":6427,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"inline_featured_image":false,"footnotes":""},"categories":[53,33],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Leading from the front: unlocking value in the Women&#039;s Super League - Twenty First Group Limited<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.twentyfirstgroup.com\/leading-from-the-front-unlocking-value-in-the-womens-super-league\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Leading from the front: unlocking value in the Women&#039;s Super League - 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