Sponsorship deals, broadcasting rights and merchandise sales generate billions for clubs and leagues. The revenue generated by men’s football has skyrocketed over the past few decades. However, this development has led many fans to feel alienated, with match times in Europe being adjusted to suit primetime in markets such as Asia and ticket prices and stadium beer prices rising. Supporters feel they have less influence and that the sport has lost its authenticity.
"Modern elite football has become a commercial product. Supporting a team is like choosing between two brands, and this has been heavily criticised. Friction arises when profit-driven actors take over," says Erik Lundberg, senior lecturer in Business Administration at the School of Business, Economics and Law.
Steps towards greater professionalisation
However, the situation in women’s football is quite the opposite. Financial conditions are vastly different in terms of both club revenues and player salaries. Partnerships with the business sector are seen as a step towards greater professionalism.
"Our study shows that commercialisation in women’s football is viewed positively by fans. It is considered essential for the development of clubs and players, and increases supporters' willingness to engage," says Erik Lundberg.
He and his colleagues, Erik Winell and Jonas Nilsson, examined how Swedish football fans perceive the growing interest from the business sector in the top men’s and women’s leagues through a survey.
"The results show that women’s football fans feel that the sport becomes more ‘real’ when major sponsors are involved. This enables clubs to invest in better stadiums, and strengthens both the organisation and fan loyalty, " he says.
Sweden has a long tradition of elite-level women's football. As early as 1984, the national team won the first Women's European Championship. Nevertheless, the women’s top league is not yet fully professionalised, meaning not all players can earn a living from the sport.
"The fact that women’s football is now generating increasing revenue strengthens the sport. At the same time, it’s important to be mindful of how far commercialisation can go before it starts to negatively affect the fan experience. There are lessons to be learned from men’s football, and it’s crucial to keep a finger on the pulse of the fans and pull back before reaching a tipping point where engagement declines and the sense of community fades," says Erik Lundberg.
