With a $1 billion revenue target, the English Women’s Super League debuts

The Women’s Super League (WSL) debuts this weekend in front of sizable audiences in England, with organizers hoping to capitalize on a surge in interest as they aim for $1 billion in revenue.

The Lionesses’ march to the World Cup final in August has increased interest in women’s soccer, and advertisers and TV networks are vying for a piece of the action.

Nowadays, teams in the WSL often attract audiences large enough to fill venues usually designated for males.

More than 50,000 tickets have been sold for Sunday’s match between Arsenal and Liverpool, while Chelsea’s championship defense begins against Tottenham at Stamford Bridge.

This month, Joie, a manufacturer of baby products, became the first title sponsor of a WSL stadium when it agreed to rename the 7,000-seat arena where Manchester City’s women’s team plays.

The top two women’s divisions in England will follow the Premier League’s lead starting in the next season and break away from the Football Association to be managed by the clubs — with an eye toward commercial expansion.

Regarding plans for the next ten years, WSL chair Dawn Airey remarked, “One of the stated goals that we have is to make this league the first billion-pound ($1.2-billion) women’s league in the world.”

“There is no reason why we shouldn’t do it; that is league revenue and club revenue.”

Despite the audacious target, a significant increase in broadcast rights agreements will be required to achieve it.

The current domestic contract in the UK, which is worth around £8 million each season, is nearing its last year.

The struggle for the rights is anticipated to be as fierce as the league’s on-field rivalry.

Chelsea may be aiming for a fifth straight championship, but up until the final few weeks of the previous campaign, Arsenal, Manchester United, and Manchester City all gave the Blues a run for their money at the top of the table.

For the pursuing pack in the 12-team league, closing the gap to those four well-funded sides is a top priority, as is it for the league’s administration.

We need a league that is really lively because a league of four won’t be marketable to broadcasters or financially appealing. Everyone understands that, according to Sue Campbell, the FA’s director of women’s football.

The WSL has adopted the Premier League’s model of attracting the best players from across the globe.

In contrast to the US National Women’s Soccer League, which had previously been the gold standard for the sport, 94 players from the English top division represented their countries at the World Cup.