LONDON, 17 June 2025 – Women’s football is on track to become one of the world’s top five sports by 2030, with the majority of its fanbase projected to be female, according to a new report from Nielsen Sports in collaboration with PepsiCo. The landmark study — Undervalued to Unstoppable — is Nielsen Sports’ most comprehensive analysis of the sport to date, offering never-before-shared insights into its accelerating global growth, audience profile, and commercial power.
主要发现包括
- 预计到 2030 年，全球女足球迷人数将增长 38%，从 5 亿人增至 8 亿多人。
- 到 2030 年，60% 的球迷将是女性--这将成为少数几个女性观众占多数的体育项目之一。
- 预计到 2028 年，女性将控制 75% 的家庭采购决策，这凸显了品牌采取行动的紧迫性。
- 47% 的粉丝是全球收入最高的人群，50% 的粉丝年龄在 25-44 岁之间，这是一个主要的商业人群。
- 2023 年国际足联女足世界杯的媒体参与受众达到 20 亿，而赞助交易则比 2019 年增加了两倍。
尽管有这些指标，但全球赞助预算中只有一小部分分配给了女子足球。报告认为这是一个重大差距，也是一个重要的商业机会。
“We have long believed in the potential of women’s football, and today, we’re no longer just tracking progress, we’re witnessing a breakthrough,” said Samantha Lamberti, Head of International at Nielsen Sports. “From media rights to sponsorship and fan engagement, this is no longer a case of future promise but present value.”
Jane Wakely, EVP & Chief Consumer Marketing Officer & Chief Growth Officer, International Foods, added: “At PepsiCo, we see women’s football as more than just a sport, it’s a cultural force with the power to connect, inspire and grow our brands. As a business, we’re proud to partner with UEFA Women’s Football, the FIFA Women’s World Cup, the WNBA and leading athletes across the world, because we know these platforms unlock powerful passion points for an increasingly engaged and influential audience.”
在过去五年中，女子足球的女球迷人数增长了 60% 以上，在中国（新增 1.86 亿球迷）、巴西（39% 的人口对女子足球感兴趣）和印度（35% 的人口对女子足球感兴趣）等市场，女子足球的发展势头最为强劲。在英国，女狮队夺得 2022 年欧洲杯冠军后，球迷的兴趣在短短两年内激增了 15%--这一时刻帮助女足超级联赛的知名度达到了创纪录的水平。巴西是 2027 年世界杯的主办国，其观众参与度指数已经超过了其他国家，但在赞助基础设施方面仍存在差距--这表明及早行动的品牌将获得更大的上升空间。
Hosts of the upcoming UEFA European Women’s Championship, Switzerland, has seen its women’s football fanbase increase by 22% in 2024 alone. With the tournament, which kicks off on July 2nd, played on home soil, the nation could become Europe’s next women’s football hotspot.
参与人数与全球粉丝的兴趣轨迹相吻合。在欧洲，玩家人数激增：自 2019 年以来，法国（+150%）、西班牙（+95%）、荷兰（+25%）和英国（+24%）均录得大幅增长。在亚洲，这一趋势更为明显，中国增长了 300%，越南增长了 42%。目前，墨西哥（6.9%）、沙特阿拉伯（6.1%）和越南（8.1%）等女性足球人口比例较高的热点地区，凸显了当地投资、国家战略或首次参加世界杯如何迅速提高人们的兴趣--往往在观众人数跟上之前。
随着球迷队伍的壮大、参与人数的激增以及媒体曝光率的不断扩大，一个明确的信息是：这是一项正在崛起的运动。对于品牌来说，机会不仅仅是赞助一场比赛，而是帮助塑造一场运动。
Notes to Editor
媒体联系方式
Ben Gold, Director of Communications, EMEA
E: ben.gold@nielsen.com
M: +44 7816 252 017
About Nielsen Sports
Nielsen Sports is the global leader in sponsorship analytics and fan intelligence. It provides brands and rights holders with the insights needed to identify and connect with key audiences. Nielsen Sports supports commercial growth through expertise in fan behavior, media consumption, and engagement trends.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales. Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
