The women’s game is luring brands which have previously been shut out of the sport because of the way sponsorships of women’s teams were bundled with those of men’s sides. Avon, a beauty and cosmetics company, became the first to sponsor a women’s professional football club, signing an exclusive deal with Liverpool FC Women in 2017. In April Boots, a pharmacy chain, struck partnerships with the national teams of England, Scotland, Wales and Northern Ireland, as well as the Irish Republic. Arkema, a chemicals firm, recently bought the naming rights to the top French women’s league in a deal worth 1m euros ($1.1m) a year over three years—peanuts compared with the 15m euros a year the men’s league receives from its main sponsor, but a start.
女足比赛吸引了一些此前因女足与男足的赞助捆绑在一起而被拒之门外的品牌 。美容化妆品公司雅芳成为首家赞助女子职业足球俱乐部的公司，并于2017年与利物浦女子足球俱乐部签署了独家协议 。今年4月，博姿制药连锁公司与英格兰、苏格兰、威尔士、北爱尔兰以及爱尔兰共和国国家队达成了合作关系 。Arkema，一家化工公司，最近以每年100万欧元(110万美元)的价格购买了法国顶级女子足球联赛的冠名权，为期三年，与主要赞助商每年1500万欧元的收入相比微不足道，但这只是一个开始 。
Sixty percent of women’s football teams in the biggest leagues now sport front-of shirt patrons different to those for the men’s team at the same club, according to Deloitte. The consultancy reckons this could approach 100% by the next World Cup in 2023. The number of European national associations with dedicated women’s football sponsors rose from nine in 2013 to 17 in 2017.
德勤的数据显示，目前最大联赛中，60%的女足球队在比赛时穿的是与男足不同的t恤 。该咨询公司估计，到2023年下届世界杯，这一比例将接近100% 。拥有专门女子足球赞助商的欧洲国家协会从2013年的9个增加到2017年的17个 。
Kelly Simmons, director of the professional women’s game at England’s football association, says that these multi-million-pound deals have been transformative. The big bucks, though, will come with broadcasting rights. Men’s English Premier League games bring in more than £3bn a year from broadcasters. France’s top female league sold five-year rights to Canal+, a pay-tv firm, for 6m euros—a trifle but six times more than two years ago. TF1, the most popular French TV station, raised ad prices twice in a week for France matches, earning an estimated 9m euros as the home team reached the knockout stages. In Britain women’s-football rights were handed over to BT, a telecoms company, and the BBC, the public broadcaster, at virtually no cost. Expect negotiations for new contracts, set to begin now that the tournament is over, to be much more of a contest.
英国足球协会职业女子足球总监凯利·西蒙斯表示，这些数百万英镑的交易带来了翻天覆地的变化 。不过，巨额收入将来自转播权 。英超男子联赛每年从转播商那里带来超过30亿英镑的收入 。法国顶级女足联赛以600万欧元的价格将5年的转播权卖给了付费电视公司Canal+，这个数字虽然微不足道，但却是两年前的6倍多 。法国最受欢迎的电视台——伦敦交通局在一周内两次上调了法国队比赛的广告价格，据估计，随着主队进入淘汰赛阶段，该电视台的广告收入达到900万欧元 。在英国，女足的转播权被移交给了电信公司英国电信和公共广播公司英国广播公司，几乎没有任何费用 。世界杯结束后，有关新合同的谈判将开始，预计谈判将更像是一场竞赛 。