Author: Carmen

In the not-so-distant past, a global beauty brand sponsoring a women’s football club would have raised eyebrows. Today, Dove has its logo on the back of NJ/NY Gotham FC’s shirt in a deal that broke NWSL records. But what makes the deal unique is that its entire purpose is to keep teenage girls from quitting sport. That shift tells you everything about where women’s football sponsorship is heading, and why value-driven sponsorships are often the most effective ones.

Five years ago, the most valuable player in women’s football was valued at €425,000. Today, that figure stands at €1.6 million. Aitana Bonmatí’s market value is nearly four times higher than Dzsenifer Marozsán’s in 2021. This sharp rise shows how quickly the financial situation of women’s football is changing. Transfer fees are climbing, investors are entering the game, and talent is systematically assigned a financial value.

Building an international brand requires synergy between clubs and the broader sporting ecosystem, creating connections that bring new audiences and stakeholders into women’s football. For Serie A Women’s clubs – and for the league itself – this has become increasingly urgent, as the landscape has stagnated since the 2022-23 season.

FC Viktoria Berlin Women have announced a change in leadership as the club prepares for its next phase of development. As of 1 April 2026, co-founder Felicia Mutterer has taken over operational management, succeeding Lisa Währer.

As investment in women’s football accelerates worldwide, the Frauen-Bundesliga faces a fundamental challenge: how to remain competitive without abandoning its economic principles. For Manuel Hartmann, Managing Director of Match Operations at the DFB, this challenge can be mounted, but clubs need to be strategic.