Women’s football cannot grow without data. As William Edwards Deming famously stated, “Without data, you’re just another person with an opinion.” In today’s game, data companies play a central role not only in performance analysis, but also as emerging business assets capable of shaping the sport’s long‑term development. Data in football is no longer limited to traditional match statistics, covering GPS‑based physical tracking for training and competition, advanced event‑data collection, and predictive modelling used in scouting and recruitment.
These tools support the professionalisation of the women’s game by enabling clubs to adopt more scientific talent identification processes and to tailor training programmes that address physical and tactical gaps relative to top‑tier teams. Data also extends beyond the pitch. Modern analytics platforms evaluate fan behaviour, social‑media engagement, ticketing trends, and audience demographics, providing clubs with insights into monetisation strategies and pathways to grow their fanbase. Commercial intelligence providers further contribute by assessing market potential and analysing sponsor and brand exposure, offering a clearer picture of the sport’s commercial landscape.
What Kind of Data Serie A Women Published in the 2024-25 Report
Data in Serie A Women has historically been difficult to access, and only with the league’s recent professionalisation systematic analysis has begun to take shape. The latest report released by the Italian Football Federation (FIGC) highlights how Serie A Women is perceived as a league capable of generating positive social impact. According to the findings, four out of five fans recognise a beneficial effect for sponsors in terms of perception, trust, purchase inclination and word‑of‑mouth, a figure that stands seven percentage points higher than men’s football (79% vs 72%).
With every club in the league now implementing community‑focused initiatives, the foundations for structured data collection and commercial insight are finally in place. Speaking of fans, 37% of Italians aged 15 to 75 describe themselves as either fans or at least interested in women’s football. This sits within a broader landscape where 10 million people follow only men’s football, and 18 million are primarily interested in other sports. Serie A Women has therefore identified those 10 million men’s‑football‑only followers as a strategic target group, aiming to convert part of that audience by improving competitiveness, increasing visibility, and strengthening the overall quality and sustainability of the league’s product.
What Data Are Not Available
In the 2024-25 report, unlike what happens in fully professionalised leagues such as Japan’s WE League or other top‑tier competitions, no pitch‑related performance data is included. Clubs in Serie A Women rely on tools such as Wyscout and GPS‑based performance tracking in their daily workflow, but this type of information remains either confidential or simply not accessible through public statements. As a result, the only reliable data available on Italian clubs and players comes from UEFA’s reporting for the Women’s Champions League and major international tournaments such as the Euros. While these datasets offer a general indication of performance levels, they do not provide the full competitive context, as individual teams or players may overperform or underperform relative to their usual standards, making international data an imperfect proxy for competition‑level analysis.
How Data Can Become a Strategic Asset for Serie A Women
Although clubs still maintain a degree of confidentiality around performance data – understandably avoiding the disclosure of information that could benefit rivals – the league itself could leverage selected metrics to enhance its visibility and commercial appeal. Indicators such as top speed, total distance covered, or average passing and shooting accuracy could be incorporated into end‑of‑season awards, helping diversify recognition and avoid rewarding only the most prominent names. Making these metrics part of the league’s storytelling would increase interest around the final gala and strengthen the broader ecosystem of events that celebrate the competition.
This type of data could also become a valuable asset in the transfer market. Agencies and clubs would gain access to metrics that meaningfully support negotiations with top‑tier teams. Being able to present a player who recorded the highest number of shots – and the best shooting accuracy – or the fastest top speed in the league would increase her visibility and market value. It would also help highlight players who may not rank among the very top performers but who, in the right tactical and competitive context, could attract interest from ambitious clubs.
What These Data Could Reveal About Italian Women’s Football
The WE League report also highlights which players are most involved in build‑up play and outlines the dominant tactical styles adopted by its clubs. Comparable data for Serie A Women would offer valuable insight to anyone approaching the league for the first time, particularly coaches and staff arriving from abroad. With several teams aiming to dominate possession and others preferring low‑block structures and fast counterattacks, having access to these metrics would allow newcomers to understand the league’s tactical landscape before stepping onto the pitch. This would significantly reduce adaptation time and enable more targeted preparation from day one.
More Data, More Interest
Ultimately, the more data journalists, analysts and fans can access, the more interest and informed debate can grow around women’s football. Additional metrics would provide new material to work with beyond match results and the usual narratives surrounding the league. As more people study the game, the feedback loop around Serie A Women would strengthen, offering more concrete insights when discussing how to improve the Italian system, especially in areas such as physical and athletic performance, where the gap with the world’s top leagues and national teams remains evident.
A Strategy for Data Collection Across Emerging Leagues
Serie A Women – like other developing leagues – needs a clear strategy for collecting and publishing data. Beyond metrics related to live attendance, broadcast share and general interest from fans, potential supporters and commercial partners, the league should also gather statistical indicators that offer a concrete picture of a competition in growth. These datasets would help evaluate progress compared to recent seasons and enable constructive benchmarking against other leagues. In women’s football, even the least prominent competitions can provide insights that prove valuable to the strongest leagues, making cross‑comparison an essential tool for development.
Text: Sebastiano Moretta.
