Chelsea & Arsenal Women's teams raising the bar in POWA index

Chelsea & Arsenal Women's teams raising the bar in POWA index
Chelsea FC Women and Arsenal Women FC are the two most powerful sponsorship properties globally in women's club football, as ranked by POWA index, the data-driven, real-time sports sponsorship valuation engine.

Chelsea Women, founded in 1992, are ranked in 38th in POWA index UK football clubs, and Arsenal Women, founded in 1987, are in 39th position, just ahead of prominent men’s teams, Sheffield Wednesday, Hibernian and Queens Park Rangers in the global rankings. These clubs and their supporters may feel aggrieved at the findings, however this POWA index ranking list is ordered by sponsorship impact in today’s global marketplace. Limiting the scope to the UK, would mean the men's teams are generally more powerful.

Chelsea & Arsenal have been at the forefront of women’s football for the last twenty-five years, thanks to their on-pitch successes, off-pitch influence and the significant benefit of the power, history and reach of the club brand. As a result, they offer sponsors ‘better bang for their buck’, and a different perspective to the men’s game, as the audience both in stadia, on digital & social and via broadcast has a much higher proportion of females and families.

Both Chelsea & Arsenal Women have ‘Premier League’ follower numbers on social media and consistently deliver high engagement figures on all channels. Chelsea FC Women have just over 5 million total followers across the three most prominent social channels: Facebook (2.8m), Twitter (243k) and Instagram (2m). Arsenal Women have just under 6 million: Facebook (4.75m), Twitter (278k) and Instagram (936k). As a comparison Sheffield Wednesday total 754k, QPR 1.25m and Hibernian 208k.

Social Media Followers

(1st August 20200)

 

Facebook

Twitter

Instagram

Chelsea FC Women

2.8m

243k

2m

Arsenal Women FC

4.75m

278k

936k

Sheffield Wednesday FC

367k

310k

77k

Hibernian FC

77k

87k

44k

Queens Park Rangers FC

695k

433k

125k


These social followers are spread right across the globe, as women’s football continues to develop and grow in stature. 69% of Chelsea’s influence is in the UK, with Indonesia (12%), USA (9.5%) and Nigeria (6%) being the other dominant territories. For Arsenal, their global footprint is even more varied, with UK influence at just 32%, and the same countries as Chelsea making up the top four: Indonesia (18%), USA (12%) and Nigeria (8.5%). For comparison, 85% of Sheffield Wednesday’s influence is in the UK, 78% for QPR, 81% for Hibs.

 

Geographic Influence

(1st August 2020)

Chelsea FC Women

Arsenal Women FC

Sheffield Wednesday FC

Hibernian FC

Queens Park Rangers FC

UK 69%

UK 32%

UK 85%

UK 81%

UK 78%

Indonesia 12%

Indonesia 18%

USA 5%

USA 8%

USA 8%

USA 9.5%

USA 12%

Spain 2%

Spain 3%

Australia 4.5%

Nigeria 6%

Nigeria 8.5%

Australia 1.5%

Italy 2.5%

Brazil 2%


DataPOWA CEO, Mike Flynn said, “It's been a long time coming, but women's football is finally challenging men’s football in one key area of the business of sport: sponsorship. The top tier clubs should be offering distinct opportunities, as it benefits the club and the brands who want to share the values of women’s football via sponsorships or partnerships. Arsenal and Chelsea are leading the way, as the women's teams are no longer seen as add-ons to men’s teams, with their own independent marketing, social media accounts and sections of club websites. It's an opportunity for football to continue innovating, inspiring its fans and curating a new audience.”

Currently both teams have the same ‘club level’ sponsors as the men’s teams. Chelsea club main partner and shirt sponsors 3, and sleeve, Hyundai. Arsenal club main partner and shirt sponsors Emirates, and sleeve, Visit Rwanda. However Arsenal Women have their own partnership with Mastercard that started last season.

From 2017-2019, Avon (UK cosmetics brand) were Liverpool FC Women’s shirt sponsors (the first deal where the women’s team had a different shirt sponsor to the men’s team in the UK). AC Milan Women have recently announced a new front of shirt sponsorship with Italian bank Banco BPM, another step in their redefined sponsorship strategy, which has seen the Italian giants offering more inventory for partnerships from next season. 

With billions being ploughed into teams, players and competitions, it can be difficult for sponsors of men's football to drive value. However, in the women's game, there are opportunities for incredible deals thanks to its more affordable sponsorship packages and rapid growth.

For the new season, each POWA index annual license includes an AI valuation of a rights holder’s sponsorship asset (e.g. front of shirt, back of shirt or sleeve) with 'POWA tracker', a new feature monitoring the valuation across the course of the season. To find out more, get in touch: hello@powaindex.com

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