Soccerscene the only online publication dedicated to the Australian and international football industry. It serves as a practical guide for those involved in the business of running a football club and bringing readers up-to-date research and development across all football matters providing insights, discussion and information related to topics that matter.
PepsiCo have announced a five-year partnership with UEFA women’s football.
The deal was confirmed ahead of the UEFA Women’s Champions League final on the 30th of August and will see the drinks company become a main partner of the tournament until 2025.
The agreement will also see Pepsi sponsor the UEFA Women’s Euro, other UEFA female football tournaments as well as the governing body’s Together #WePlayStrong programme, which aims to encourage more girls to play football.
“The popularity of and interest in women’s football is increasing with every year and this is why we are delighted to have such a trusted partner as PepsiCo join us on this exciting journey,” said Guy-Laurent Epstein, UEFA’s marketing director.
“Over the last five years, PepsiCo has been an innovative and influential partner of the UEFA Champions League and we are looking to draw on this energy and experience in order to take the women’s game to new heights.”
“PepsiCo is proud to unify and strengthen our global partnership with UEFA to now include UEFA Women’s football,” said Ram Krishnan, PepsiCo’s global chief commercial officer.
“This is an energising moment in the evolution of the sport – and for our business around the world. We look forward to helping accelerate the vibrant women’s game and are committed to the future of women’s football.”
FIFA has entered into a partnership with Konami to use its eFootball game for the FIFAe World Cup.
This collaboration will feature two tournaments, one for console and one for mobile, with participants from 18 nations competing for the title of FIFAe world champion.
This move is part of FIFA’s strategy to maintain relevance in gaming and esports, particularly in engaging younger fans. FIFA has also expanded its esports portfolio with deals involving Rocket League and Football Manager.
The partnership fills the void left by EA Sports following their high-profile split with FIFA in 2022. Konami’s eFootball, an evolution of the Pro Evolution Soccer (PES) series, is currently the only comparable game to EA Sports FC on the market.
FIFA’s Chief Business Officer, Romy Gai, has championed the new deal highlighting their excitement at the prospect.
“We are incredibly excited to join forces with Konami, this collaboration aligns perfectly with our mission to promote football globally and to provide a platform for players to showcase their skills.”
Konami the Japanese gaming company, this partnership provides legitimacy and increased awareness for eFootball, which has struggled to compete with EA Sports in recent years.
The collaboration is seen as a necessary step for FIFA, given the lack of alternatives and the time it would take to develop a new soccer simulation game. It allows FIFA to continue its presence in soccer-based esports while exploring other gaming opportunities.
Esports has grown massively in viewership and investment over the last decades, it has become a major part of the franchising side of football.
Even in Australia the rise in Esports popularity has coincided with the rise in football popularity, one can not argue against their connection towards football popularity.
FIFA have shown that Esports has become an ever-present strategy in their development of the game. For investors and shareholders in football, Esports impact is something that should not be disregarded.
Viewership for Women’s Super League (WSL) matches streamed live on YouTube has more than trebled during the 2024/25 season.
This success is no coincidence. Beyond the clear rise in quality and star power across teams for the 2024/25 season, it’s also the first time in league history that non-televised games are streamed for free on YouTube.
Last season, the main issue with viewership was accessibility, where matches not picked up by domestic broadcasters were only available on the FA Player app or website, requiring users to create an account on a platform that was already unpopular.
In the 2023/24 season, the highest viewership for an online-only WSL game was Arsenal’s home fixture against Bristol City, which attracted 78,050 viewers.
However, this season has already shattered records. Over 250,000 fans tuned in on YouTube to watch Leicester face Arsenal in September, setting a new high for a WSL game not televised.
In total, the first three weeks of this season have seen a staggering 1,576,848 live views for WSL matches streamed on YouTube.
Women’s Championship matches have also benefited from the platform, with the season opener between newly promoted Newcastle and London City Lionesses setting a new record for the league, drawing 46,050 live viewers.
This spike in viewership comes at a crucial time for both the WSL and the Championship, as they are holding out for a new broadcasting rights deal set to begin after 2025. Both leagues smartly delayed signing earlier this year to avoid locking into a premature agreement.
The gamble absolutely paid off and the Women’s Professional Leagues Limited (WPLL), now in charge of the top two leagues, will be using these numbers as leverage in discussions over the next major TV rights deal which should include the BBC and Sky Sports amongst other suitors.
Streaming must remain free for A-League Women’s growth
The A-League Women’s impressively saw a 114% increase in viewership on 10 Play, where every game is streamed for free, and 125% on Paramount+ for the 2023/24 season.
While a switch to YouTube seems unlikely given Channel 10’s monopoly over A-League football, it’s crucial to keep every game available for free on 10 Play if they want viewership to continue rising.
As the WSL and previously the NWSL have demonstrated, offering free streamed games draws in viewers of all ages and ultimately helps turn them into paying fans. The league’s primary focus should be on building an audience as quickly as possible.
Conclusion
The impressive figures from this season suggest that the demand for women’s football is only increasing.
The WSL has made a brilliant move that is sure to enhance the upcoming record-breaking broadcast rights deal, helping the league continue to improve both on and off the field.
The next step is to take it mainstream, and the Ninja A-League should look to follow the blueprint set by the WSL, which has demonstrated how to rapidly gain widespread popularity.
