François Godard was quoted in Digital Content Next on "Women’s sports are hot. Media: don’t miss your shot"
20 June 2025Francois Goddard, an analyst at Enders Analysis, noted that women’s football received a bump from the 2022 tournament. It looks like the same thing could happen again at the end of this summer too.
It’s a good move for Disney, according to Goddard, because the company “needs more content in Europe, more local content and more regular content.”
Advertisers are increasingly interested in women’s sport too. In the age of subscriptions and streaming, live sports are still a popular placement for advertising. “This makes it even more attractive as an option for local, regular content,” says Goddard. As with the price of the rights, the cost of advertising against women’s sport is understood to be less than in men’s sports, providing marketers and brands with a way to make their money go further in the sports space.