The new Structures to Increase the Financial Value of Women’s Football - A Case Study of Recent Incentives in Women’s Football

Sammanfattning: Women’s football is in comparison to men’s football experiencing a fall behind. The gap between men’s and women’s football is visible reviewing and comparing viewers statistics, revenue generated, media attention and players salary. Governing bodies of association football, football clubs and corporate actors have in previous years started to actively invest in women’s football to equalize the gap between men’s and women’s football and create a sustainable foundation for women’s football to develop. This thesis aims to decide upon what incentives have been made to achieve an increase in financial value of women’s sport and by reviewing previous studies, decide how effective these incentives are likely to be. The results suggested that the first step to increase the financial value of women’s football is to facilitate the availability of the games by broadcasting it to a larger public.