Why the visibility of Serie A women's football is important for an entire generation

A corner save. Private negotiations have yielded a positive outcome: the Serie A Women's Cup , the new competition established by the Professional Women's Serie A Division and open to the 12 teams registered for the 2025-26 championship, will be broadcast live on Sky and streamed on NOW and Vivo Azzurro TV . What's more, the final, scheduled for the weekend of Saturday, September 27th and Sunday, September 28th, will also be broadcast free-to-air on Rai 2 and streamed on RaiPlay .

This is important news, especially considering that the official tender for audiovisual rights, which closed on July 29th, was unsuccessful : no broadcaster initially came forward to acquire the rights, despite the package proposed by the FIGC. On July 30th, the Federation itself announced the opening of private negotiations to seek adequate media coverage. And, fortunately, an agreement was reached .

An epilogue that contrasts positively with initial fears and marks a point in favor of the growth of Italian women's football . A growth demonstrated by the numbers: just a week earlier, on July 22, the national team had come close to achieving the feat in the historic European Championship semi-final against England , followed in prime time on Rai 1 by over 4 million viewers. A new audience record for the Azzurre .

And it's not an isolated case: already in 2019, at the World Cup, Italy had reached the quarterfinals and the match against the Netherlands, also free-to-air, was watched by over 5.2 million people . Those matches marked a cultural turning point: little girls began to dream of wearing football boots , stadiums filled up, and general interest grew. According to a FIGC survey published on May 8, 2025, interest in women's football has increased sevenfold compared to the 2019-2020 season . Today, approximately 40% of the Italian population declares an interest in this sport. This data clearly shows: the demand is there. But if the media supply doesn't grow at the same pace, something will stall.

The state of health of women's football in Italy

There's a real disconnect —or, to stay within the football context, a communication mismatch—between the growing enthusiasm for women's football and its still insufficient media visibility and social recognition . This is also highlighted in the new ReportCalcio , the annual dossier by the FIGC Research Center, produced with AREL and PwC, which analyzes the Italian football system from an economic, sporting, and social perspective.

Between 2008 and 2024, the number of registered female footballers increased from 18,854 to 45,620, with the stated goal of reaching 50,000 . In the 10-15 age group, the number of players actually tripled : from 6,628 to 19,958. A broad, young, and promising base. But that's not all: women's football has tangible economic benefits. According to estimates, the movement generates €3.2 billion in GDP and creates approximately 11,790 full-time jobs.

Abroad, the potential is increasingly recognized : just consider the $25 million investment by American Michele Kang in US women's soccer. In Italy, however, clubs continue to struggle : the introduction of professionalism in 2022 has led to a significant increase in costs, with labor costs rising from €18.7 million to nearly €29 million. Meanwhile, average losses per club reached €3.3 million in the 2023-2024 season.

In this context, solid and strategic television coverage isn't just a matter of image. It's a fundamental cornerstone for the movement's economic sustainability . It means making women's football a product capable of attracting sponsors, expanding its audience, and generating revenue. A movement that grows on the pitch and in the national economy deserves to grow in its narrative and representation as well.

Now, the hope is that the media hype of Euro 2025 will also boost club competitions , such as this Women's Cup, recalling the words of Cristiana Girelli , after the victory against Norway that gave the Azzurre access to the semifinals. "We know how important it is to bring home results in Italy, especially for the new generations ," declared the national team captain. "We do it for our own glory, but there is a much deeper meaning we want to convey: football can be played in Italy, and women can too ."