New Deloitte data demonstrates massive WSL revenue growth

The GIST: Recent investment in the UK’s Women’s Super League (WSL) — from the development of NewCo to expanded broadcast deals — has led to immediate and explosive ROI. According to new Deloitte data from the 2022-23 season (following England’s 2022 Euros win), the aggregate revenue of WSL clubs rose 50% to $50.8M. Here’s more from the game-changing report.

💰 Average club revenue increased 50% in just two seasons, from $3.4M in 2020-21 to $5.1M in 2022-23. The report also found that commercial revenue ($21.6M) generated 35% of the league’s 2022-2023 total revenue, followed by broadcasting deals ($9.1M), then matchday attendance ($8.9M).

• This substantial commercial revenue came from partners like Barclays, the UK bank that became a league sponsor in 2019. Since then, Barclays has more than quadrupled its initial title sponsorship investment.

🏆 The top four revenue-generating clubs brought in a combined 66% of WSL revenue — Arsenal, Chelsea, Manchester City, and Manchester United. And in terms of commercial revenue, four WSL clubs brought in commercial revenues exceeding $2M: Man U ($6.6M), Man City ($4.6M), Liverpool ($3.8M), and Tottenham Hotspur ($2.2M). Man’s is hot.

🏟️ Average attendance in 2022-23 jumped to 5.6K, up nearly 200% from 2020-21. Since then, it’s risen even further with cumulative attendance in the WSL and second-tier Women’s Championship surpassing 1M for the first time ever last season.

• Part of this is due to the WSL’s recent ability to flex games into Premier League stadiums. Arsenal broke the WSL attendance record three times during the 2023-24 season, all when hosting games at the 60K-capacity Emirates Stadium instead of its 4.5K-seater Meadow Park home venue.

Zooming out: The WSL is still experiencing growing pains in the form of increased pre-tax losses, but the players are on a path toward greener pastures. Deloitte predicts the WSL generated $66.1M in the 2023-24 season and will finish the 2024-25 season with $86.4M in revenue.

• Rising revenue from higher attendance and expanded TV deals gives the WSL improved leverage for a bigger media rights deal and more strategic growth plans. Sky’s the limit.