The football, the business and the social case: Why women's football delivers value on every level

Speaking to key stakeholders from across the game gathered in Oslo ahead of the UEFA Women's Champions League final, Haenni and Billström drew on their experiences leading clubs in Germany and Sweden respectively.

Billström arrived fresh from Häcken's historic victory in the inaugural UEFA Women's Europa Cup final, while Haenni reflected on the rapid growth of women's football at RB Leipzig. Together, they showed how the game's value extends far beyond the pitch.

Football comes first

Building value begins with ensuring teams are competitive and playing high-quality football. Billström pointed to Häcken's long-term approach, explaining how the club has built a strategy ensuring on-pitch success for the women's team.

"We created a clear strategy and, crucially, we've had continuity in the club – in leadership and on the board – and we've followed that plan the whole time," he said. "You make adjustments, but you stay committed to the long-term vision."

That strategy has delivered on the pitch. Häcken became the first winners of the UEFA Women's Europa Cup in May, defeating fellow Swedish side Hammarby 4-2 on aggregate in the two-legged final.

At RB Leipzig, the focus is also on creating an environment where players can develop and the team can play attractive football.

"Our vision is to develop players, create attractive football and be entertaining," Haenni said. "Our goal is to bring the women's programme to the same standard as the men's in terms of infrastructure, setup and resources."

BK Häcken pose for a photo with the UEFA Women's Europa Cup trophyUEFA via Getty Images

The business case is already established

As the quality of the on-pitch product has increased, the business case has strengthened alongside it. The focus has now shifted from proving the value of women's football to determining how best to invest.

"Women's football has been delivering returns on investment for a long time," said Haenni. "Revenues are increasing rapidly. The question isn't whether the business case exists. It's how much you want to invest, how quickly you want to grow and what your objectives are."

Billström pointed to Häcken's own experience, where investment in the women's team has strengthened relationships with partners and created commercial opportunities.

"Since investing in women's football we've seen clear benefits," he said. "Sponsors and investors increasingly value equality. Many companies now view it as a key part of their identity."

Creating impact beyond football

While commercial growth is accelerating, the social impact of women's football is also providing significant value.

At Häcken, the average attendance for the women's team increased by 34% last year, while participation at grassroots level continues to grow.

"We're attracting far more families and new audiences," Billström said. "At grassroots level, we're creating more teams and bringing more girls into football."

Haenni highlighted RB Leipzig's ability to attract supporters who may not have previously engaged with football.

"We have one of the highest proportions of women and families attending matches in Germany," she said.

"I've spoken to supporters who said traditional football environments never felt welcoming to them, but they found a home at our club. Those social impacts matter and aren't discussed enough."

Fans of RB Leipzig before a Frauen-Bundesliga match against Bayern München Getty Images for DFB

Looking to the future

Both speakers emphasised the importance of the decisions being made across the women's game today.

"In Sweden, when we talk about facilities, infrastructure and participation, people are paying attention," said Billström. "We have a window of opportunity and we need to make the most of it."

"The game is moving in the right direction," Haenni concluded. "What matters now is making the right decisions."

The discussion underlined a clear message – the football, business and social cases for women's football are driving the next phase of the game's growth together.