DFB measures not considered sustainable enough
Until now, the German Football Association (DFB) has been responsible for all decisions relating to the Frauen-Bundesliga. Last year, the association ensured, among other things, that TV revenues increased at the start of the current season. In addition, it has already been announced that two more teams will be added to the first division from the coming season. This should result in even more matches and therefore higher income for the clubs.
However, even though this decision has been met with widespread approval among the clubs, they lack a quick decision-making process in other areas in order to be able to compete internationally in the future. For this reason, an association of clubs publicly announced in September 2024 that they founded the ‘Business plan Frauen-Bundesliga Project GbR’ and an agency had been commissioned to initiate the withdrawal from the DFB in order to be able to market themselves afterwards, as first reported by ZDF.
The ‘Business plan Frauen-Bundesliga Project GbR’
The primary aims of the project are to ensure more attention, better visibility and their own financial control. Under the umbrella of a new organisation, the clubs would be significantly more independent and no longer dependent on DFB funding. “A self-sustaining and independent ecosystem”, said a statement from the clubs.
Representatives from nine of the twelve Bundesliga clubs form a task force to implement these goals. The committee is to develop its own business plan for the league and the measures to be derived from it. This task force will also work together with the DFB to further develop women’s football in Germany.
All clubs will participate in the new project company with the exception of VfL Wolfsburg, which is a wholly-owned subsidiary of Volkswagen AG. However, VfL is cooperating closely with the company, the statement continued.
In German men’s football, the German Football League (DFL) is responsible for marketing the Bundesliga. There could possibly be an equivalent for women’s football in the near future.
For the planned changes, the clubs commissioned the English agency Portas, which had previously ensured the spin-off of the Women’s Super League from the Football Association (FA) in England and the transition to the ownership of Women’s Professional Leagues Ltd (WPLL), previously Newco. The WPLL has been responsible for marketing the first and second English leagues since summer 2024.
The main reason for changes in the structures of the Frauen-Bundesliga is to guarantee the clubs a profit in the medium term and not to simply rely on the male licence football. Currently, all clubs invest relatively more in women’s football than they can earn from it. In order to convince everyone of the sustainability of the Women’s Bundesliga as a product, a deep cut is now to be made.
Comments on the clubs’ decision
Axel Hellmann, CEO of Eintracht Frankfurt:
‘There is still a long way to go to create an economically viable ecosystem in women’s football. This is the basis for continued investment in the future and for the clubs to sustainably drive the development of women’s football. […] The clubs pay for the party. We invest the organisation in the infrastructure. We secure and develop the media product, which is then utilised centrally. It is not the DFB’s money that is distributed to the clubs.’
Bianca Rech, Director of Women’s Football at FC Bayern Munich:
‘The future of women’s football is bright. But how do we manage to generate more revenue? There are more and different opportunities than are currently being utilised. […] By restructuring the Bundesliga, we want to create the framework conditions for further growth.’
Fritzy Kromp, German football expert:
‘It’s going to be a big change that’s needed. The question is in which direction it should go. And the figures show that the appeal is declining.’
