How a Women's Football Boom Could Shake-Up Supply Chains

The Euro 2025 finals week is well underway and it’s not just the action on the pitch drawing attention.

England’s dramatic 2-1 win over Italy in extra time captured the energy of a sport growing rapidly in status and influence.

However, as interest in women’s football increases, a much bigger shift is unfolding off the field – and it’s one with major implications for global supply chains.

Rising demand meets limited stock

The global football equipment market is projected to reach US$18.7bn by the end of 2025 and is set to grow to US$24.1bn by 2032, driven by a compound annual growth rate (CAGR) of 3.7%. Women’s football is playing a central role in that expansion.

However, this new wave of fans is being underserved when it comes to core cultural products like replica kits, trading cards and other fan merchandise.

A study from Bournemouth University revealed that fans of women’s football are "routinely let down" by merchandise availability.

From replica jerseys in limited sizing to overtly gendered designs, supporters struggle to find items that reflect their allegiance.

Dr Katie Sveinson, lead author of the study, explains: “Our findings show a clear and urgent need for the football industry to listen to its supporters.

"Fans don’t just want to wear the badge; they want to be part of the growth and future of the women’s game. Merchandise is a crucial way for them to do that – financially, culturally and socially.”

Supply shortages are not just anecdotal. When Panini released its first Women’s Super League (WSL) sticker album, shelves were stripped bare within days.

“The shelves were being cleared every time we pushed out stock. We’re talking millions of packets, not a few,” says Katie Gritt, Panini’s Head of Sports Marketing.

The pent-up demand highlights an enthusiastic consumer base with very few outlets to spend their money. Sticker albums, trading cards and club shirts have become more than collectibles – they are cultural signifiers. 

Retailers catch up slowly

Despite the success of grassroots sellers and secondary markets, larger manufacturers and clubs have been slow to adapt.

This mismatch between demand and supply is creating bottlenecks throughout the supply chain. Production levels for women’s football merchandise remain far below that of men’s, often making authentic items unavailable or overpriced. The inefficiency risks undermining fan engagement just as the sport reaches new commercial heights.

Depop reported a 294% increase in searches for football shirts during the 2024 men's Euros. Meanwhile, resale platform StockX saw a 68% year-on-year rise in sales, driven in part by crossover collections like Palace x Umbro. These figures suggest fans are willing to pay – and wait – for the right products, even through unofficial channels.

Secondary markets fill the gap

Ticketing shows a similar pattern. Viagogo reports a 112% increase in Women’s Euro 2025 ticket sales compared with 2022. Meanwhile, secondary platforms are seeing strong growth not just for finals but across a broader mix of games. Their data reveals more than 1,000 daily searches for Euro 2025 matches in June alone.

The tournament’s wider appeal is reshaping expectations around live football. Consumers want more flexibility when buying tickets, often preferring to wait until closer to kick-off or purchasing from platforms that support their language and currency.

This creates additional complexity for event organisers, who must now contend with fluctuating demand and a more mobile customer base.

The supply chain challenge doesn’t stop at ticketing or memorabilia. Full stadiums help drive food, beverage and merchandise revenues.

Yet average match occupancy across the WSL sits at just 33%, with even top clubs like Chelsea seeing nearly a third of their seats go unfilled. Arsenal accounts for over a third of total WSL attendance, showing a heavy imbalance across the league.

Manchester City has partnered with Viagogo in a bid to fix this. By tapping into secondary market data, the club aims to bring in new fans and maximise revenue streams. This model, popular in the US with leagues like the NWSL and WNBA, could be a template for WSL growth.

Still, challenges remain. Without better production planning and broader distribution, demand will continue to outstrip supply.