New Deloitte report highlights lucrative WSL landscape as league attracts top talent

The GIST: New YoY revenue data from the Deloitte Football Money League report, which spanned the 2024–25 women’s soccer season, illustrates how WSL teams are making bank after professionalizing and increasing commercialization. Concurrently, WSL clubs are attracting top talent as the UK finally leverages its pervasive football culture with better women’s infrastructure in place.

• The data indicates international tournaments have been a significant commercial driver, something U.S. leagues and brands should increasingly lean into. Striking gold.

The report: While major leagues in the U.S., Sweden, and Australia weren’t included, European clubs collectively surpassed $175.3M in total revenue for the first time. Two UK clubs — Arsenal ($29.9M) and Chelsea ($29.7M) — surpassed $29.2M in a historic first, with Arsenal’s revenue coming in 43% higher than the previous season.

• Commercial revenue was the primary driver for these increases, accounting for 72% of the top 15 clubs’ total revenue. But European and international competitions also drove growth: Manchester City, which ranked fourth at $15.1M, enjoyed a 63% revenue increase after advancing to the UWCL knockout rounds for the first time since 2021.

The signings: The growth coincides with NWSL talent joining the WSL, from USWNT star Sam Coffey’s move to Manchester City to French international Delphine Cascarino joining the London City Lionesses and NC Courage captain Denise O’Sullivan signing with Liverpool. This follows Trinity Rodman’s contract saga, where the NWSL adapted its rules to avoid losing Rodman to the WSL.

The brand interest: The record revenue and player signings illustrate the WSL’s desirability, something recent brand interest has also affirmed. Chelsea signed three deals — with Skoda, Constant Contact, and Three UK — during the 2024–25 season, while Arsenal recently announced a groundbreaking media partnership with Paramount+.

• And even the London City Lionesses, who were only promoted last year, are already drawing new sponsor and player interest. The team inked a unique kit collaboration with Togethxr in September, followed by a Mastercard deal in December.

The takeaway: A big factor in WSL club revenues was international tournament participation, an integral part of European soccer culture that offers millions in prizes and international exposure. Four of the top 15 clubs in Deloitte’s report played in the new W7F tournament, which helped FC Bayern Frauen bank $2.6M of its $8.4M revenue thanks to the tourney’s lucrative prize fund.

• This winning strategy can be replicated beyond the European landscape, with the NWSL fielding homegrown options like TST, W7F, and the Summer Cup. In the lead-up to the 2031 FIFA Women’s World Cup, the NWSL and invested brands should consider showcases, whether it’s tourneys or friendlies that involve the Gainbridge Super League and WSL. Taking notes.