With just over a year to go before kickoff, the 2027 FIFA Women’s World Cup is already shaping up to be one of the most strategic events on the global sports calendar for brands, and the reason is not only that the tournament will take place in South America for the first time. It is the moment in which it arrives: women’s football has never grown as fast, in audience, revenue, and commercial interest, as it has over the past three years.
Below is what recent data, research, and studies show about this landscape, and why brands, clubs, and sponsors should look at 2027 not as a one-off event, but as the peak of a trajectory that is already well underway.
A historic tournament in a country already living its women’s football turning point
The 2027 Women’s World Cup will be played between June 24 and July 25, across eight Brazilian cities, including the Maracanã in Rio de Janeiro and Neo Química Arena in São Paulo. It will feature 32 national teams and 64 matches, the last edition before the competition expands to 48 teams in 2031. It is the first time a South American country hosts a Women’s World Cup, and Brazil becomes the sixth nation to host both the men’s and women’s editions of the tournament.
This milestone arrives at a particularly favorable moment. According to a survey by Samsung Ads in partnership with Offerwise, released in August 2026, 67% of Brazilians already plan to follow the World Cup, a figure close to that of established men’s events, even with nearly a year still to go before the competition starts. On the international stage, the 2023 edition, held in Australia and New Zealand, had already shown the scale of this growth: according to Euromonitor International, the tournament was expected to surpass 2 billion viewers, double the figure from 2019, when the audience totaled 1.12 billion people.
The numbers behind the rise of women’s football
Few areas of sport are growing at the pace of women’s football right now, and recent data helps explain the scale of that movement.
The 2023 Women’s World Cup generated US$570 million in revenue, enough for the tournament to break even for the first time in its history, according to FIFA president Gianni Infantino. The event also broke attendance records, drawing more than 1.98 million fans to stadiums, and set viewership records in markets such as Australia, where the semifinal against England became the most watched television program in the country’s history, according to the BBC.
This growth has not stayed confined to the tournament itself. A Deloitte study estimates that global women’s sports revenue will reach US$2.35 billion by the end of 2025, nearly double the figure recorded in 2023, with 54% of that revenue coming from sponsorships and commercial partnerships. The same research shows that fans of women’s sport are 4.7% more receptive to brands and 2.1% more likely to buy, with every dollar invested generating US$7.29 in customer value.
In Brazil, the effect is already visible well before the World Cup even begins. A Globo Ads survey shows that broadcasts of Brazilian women’s football reached 50 million people on TV Globo in 2025, with viewership growing 15% on the broadcaster and 28% on SporTV. That year’s Brazilian Women’s Championship final drew 41,100 fans to Neo Química Arena, outdrawing men’s matches played the same weekend.The door is already open, and major brands have started walking through it
Commercial interest in Brazilian women’s football is not a forecast for 2027, it is already a reality in 2026. The Brazilian Football Confederation (CBF) signed sponsorship deals with Amazon, Hyundai, Itambé, and Uber to support competitions such as the Brazilian Women’s Championship Series A1, the Women’s Copa do Brasil, and the Women’s Supercup, with contracts running right through the 2027 World Cup cycle. Initiatives such as the Brasil Ladies Cup have also attracted brands including Amazon Prime, Nissin, Honda Motorcycles, and the NBA, while reinforcing the sport’s internationalization by bringing together clubs from different countries.
This momentum has clear backing from public perception. A Globo Ads survey shows that 43% of people believe brands investing in women’s football demonstrate real commitment to the sport’s development, and 85% support expanding private investment in the category. At the same time, 78% still see untapped commercial space, a clear sign that the window of opportunity remains wide open for brands from sectors beyond the ones that have already entered.
Official sponsorship helps, but the usual lesson still applies
As with any major sporting event, being an official sponsor of the Women’s World Cup is no automatic guarantee of brand recall. The 2023 edition had global partners including Adidas, Coca-Cola, Visa, and Wanda, with contracts running as long as 16 years with FIFA, and generated an estimated annual sponsorship revenue of more than US$300 million. But experience from previous World Cups, men’s and women’s alike, shows that a sponsorship package increases the chance of being seen, without necessarily deciding who stays in the fan’s memory.
That reinforces a central point for anyone evaluating whether to enter this cycle before 2027: brands that build their own territory, gesture, and narrative around women’s football, even without an official Cup sponsorship, have just as much, or more, potential for positive association as brands that simply buy advertising space during the tournament.
Why 2027 is different from any other moment to invest
One of the most strategic points for brands and clubs is that the 2027 World Cup is not an isolated event, but the peak of a curve that is already in motion. Market analysts in Brazil have described 2026 as the year women’s football stopped being treated as a future bet and started to become a consistent part of strategic planning for brands across different sectors, from automotive to technology, from mobility to food and beverage.
That changes the logic of entry. Brands that invest only in the tournament year arrive after the conversation has already started. Brands that build consistent presence between now and 2027, following national competitions, clubs, and athletes, arrive at the World Cup as a natural part of that story, and have a real chance of keeping that relationship relevant once the tournament ends, which, as any major sporting event has already taught us, is where it is truly decided who stays in the public’s memory.
What this means for brands, clubs, and sponsors
The 2027 Women’s World Cup brings together a rapidly expanding audience, a consumer more receptive to brands associated with sport, an advertising market that already recognizes the category as a strategic asset, and the symbolic weight of being the first South American edition of the competition. It is rare to find a combination this favorable for building brand equity, and rarer still for it to come with enough lead time to plan ahead instead of reacting.
Women’s sport today is no longer a trend to be watched from the sidelines. It is a territory of real growth, backed by data that supports the decision to invest, and Brazil sits right at the center of that curve exactly as it accelerates the most.
If your brand, club, or company wants to build a long term strategy around women’s football and the 2027 World Cup, rather than a one-off activation in the tournament year, get in touch with the End to End team and let’s map out that path together.
