Goals
Quadruple attendance in women's football.
Fivefold women’s club’s commercial revenue by 2030.
Insights and our strategic initiatives
Interest in women's football is growing rapidly internationally. Women's football is currently the fastest growing sport in Europe, and it is estimated that the fan base will double to 328 million supporters across Europe by 2033. During the 2025 European Championship in Switzerland, 657,291 spectators were registered, more than twice as many as during the 2017 European Championship in the Netherlands. UEFA also estimates that European women's football will have a total value of €686 million by 2033. Across Europe, new audience records are being set, new commercial partnerships are being established, women's teams are being bought by private investors and major media deals are being made. In Norway, we see the same trends, but we must shift gears to stay competitive internationally.
We believe that there is a large, untapped potential in commercial revenue in women's football. The Committee Report establishes a goal of fivefolding the commercial revenue of the Toppserien. At the same time, we see opportunities to increase revenue for the women's national team, the Norwegian Women's Championship and in girls' football by developing new products and attracting new commercial partners.
To build commercial interest, we depend on increased audience interest. There are large variations in audience numbers in the Toppserien, with Brann far ahead of the rest. The women's national team's audience numbers are growing, but we are still far from filling Ullevaal. The NM final has had audience numbers of around 4,000 in recent years, and needs revitalization. Across women's football, the match experience and the grandstand aspect for supporters is not always well taken care of.
The TV product has received a significant boost since TV 2 took over as media partner in 2022. More cameras, better productions and strengthened journalism have given the broadcasts significantly better quality. Nevertheless, the total media coverage of Norwegian women's football is still too low. Rosenborg's report "Helt Rå" shows that women only receive around 10 percent of sports coverage in the Nordic media. Through better facilitation and more active sales to the media, we will work to change this. In addition, we will, together with TFK, the clubs and TV 2, do targeted work on the main schedule and game plan to facilitate better continuity and rhythm throughout the season, and to build audience habits and loyalty.
Internationally, we see that women's football attracts a slightly different audience . It consists of more women and young people, with higher education and modern values. Research from UEFA shows that one in three women's football supporters is completely new to football. For merged clubs, this can mean new spectators, more followers on SoMe, and more merch sales.
In addition, existing supporter groups , many of whom come from men's football, are a very important target group. The more traditional supporters are often the driving force behind the atmosphere and engagement in the stands, with singing, drums and cheering. Anyone who wants to get involved in women's football should be met with openness and recognition, feel a sense of belonging and experience that they have a natural place at women's matches.
One of the most important measures in the game plan is to strengthen the NFF centrally with more employees who work purposefully with business development and increased attendance in women's football. Several of the measures require new sources of income, and the NFF will therefore invest in dedicated resources to drive this work.
Women's football should not copy men's football, but rather develop its own position . Women's football offers proximity, accessibility and real role models. Supporters and media get up close and personal with the game. It is a growing and developing sport, with room for innovation and a willingness to change. It is a unique opportunity to both attract a new audience and appeal to existing football supporters. This is a competitive advantage for women's football and can appeal to both the public and the business community.
Attack
Strengthen staffing in commercial growth and audience numbersRevitalization of the Women's Cup Final and establishment of Girls' WeekAttack
Strengthen staffing in commercial growth and audience numbers
NFF centrally will hire business developers and work with leading external experts, to increase revenue in Norwegian women's football, including through product development, commercial concepts and applications to foundations and funds. The work includes the women's national team, the Women’s Cup, talent development and grassroots activities. NFF will collaborate closely with the TFK and the clubs, when it comes to the commercial development of Toppserien and the 1st division. In addition, a marketing manager will be hired with the goal of increasing attendance at international matches and the Norwegian Championship final.
Revitalization of the Women's Cup Final and establishment of Girls' Week
Starting in 2027, the Women's Cup Final will be permanently moved to spring/ summer. The final will be renewed and developed into one of the most important celebrations of the year for Norwegian girls' and women's football: a common gathering point for girls, women, boys and men who cheer on the sport. Marketing will start long before the final teams are ready, to build interest and elevate the match as a national event.
In advance, we will investigate establishing Girls' Week , a national initiative where clubs and regions across the country invite to extra activities for girls: gatherings, training, tournaments, inspiration meetings and coach development. Girls' Week culminates in the NM final in May - an annual celebration day for Norwegian women's football.
We are discussing which day the match should be played on, and looking at whether the final should be played on the same weekend as the Norwegian Men's Championship, as well as whether the match can be played on May 1st (concept from Germany).
Midfield
Building closer relationships with our supporters via fan data
For clubs, digitization and the use of fan data are a fundamental prerequisite for growth. Women's football is largely building a new supporter base, where habits are not yet fully established. If we are to create loyalty, frequency and repeat purchases, we must understand who the audience is, what engages them, and why they choose to come, or not, back. To succeed, we must invest in data and a good CRM system.
Fan data is essential for more precise work on audience development, match experience and communication, and for more effective marketing. At the same time, partners expect documentation and insights that provide value beyond pure exposure.
The work will be investigated in 2026/2027 and will require new funding.
Increase media coverage
For Norwegian girls' and women's football to take new steps, engagement must be increased and visibility improved.
NFF will strengthen the work of actively selling relevant issues across Norwegian girls' and women's football to the various sports editorial offices. At the same time, it is the clubs that play the most important role in this work, as they are the ones who are closest to the players and the good stories throughout the season. NFF and TFK will continue to support the clubs in PR work and media management.
A new communications manager for women's football will be hired in the NFF starting in 2026. In addition, from 2027, one to two annual meetings will be held where editors, journalists and production environments, as well as media managers in the Toppserien and 1st division, will meet for professional replenishment, sharing of experiences, season evaluation and joint planning for the coming year.
New concepts to stimulate audience growth in the Toppserien
NFF, in collaboration with TFK and TV 2, will work to develop new concepts with the goal of increasing viewership in the Toppserien. This may include:
- Establishment of a separate audience pool that rewards clubs that succeed in audience growth,
- Contribute with marketing budget and increased promotion for selected major matches,
- Support TFK initiatives and workshops with supporters, in collaboration with NSA,
- Contribute to increased engagement from local grassroots clubs, in collaboration with the regions.
The measure requires new financing.
Skill development and improved match day experience
For us to succeed in increasing attendances in women's football, the quality of the matchday experience must be strengthened. Today, standards vary significantly between matches and clubs, and to build lasting fan engagement, supporters must experience events as engaging, professional and attractive.
The fan culture in women's football is still developing, and knowledge of teams and profiles is lower than in men's football. Therefore, the match experience should be designed with different target groups in mind:
- Core supporters, with several coming from men's football
- New audience groups, especially women and families
To succeed, we want to provide associations and clubs (including match day volunteers as match hosts) with a competency boost through individual guidance and sharing of best practices from external experts. The initiative also involves looking at facilities and the actual stand aspect for supporters.
The work requires new funding to be implemented, and it is recommended to start in 2027.
Defense
Strengthen the fixture calendar to raise interest
Much good work has been done in recent years to improve the match schedule in the Toppserien and 1. divisjon, especially with an emphasis on sporting considerations. Now the work must be continued with a greater focus on creating interest and building audience habits, both in the stadium and on TV. This is very important for the commercial value of the league.
NFF, TFK and TV 2 will work together to further develop guidelines for how the fixture calendar should be laid out, with the aim of ensuring good continuity and rhythm throughout the season , with attractive broadcast times that increase audience and viewership. At the same time, sporting arrangements will be taken into account.
Work will start in 2026.
Priority tasks from the NFF's strategy
Explore new revenue streams that build on and stimulate growing interest in women's football. This includes sponsorships and innovative solutions that ensure sustainable growth and professionalization.
Build a new and loyal supporter base for women's football through targeted campaigns and activities, as well as media facilitation.
Norwegian Championship Women’s Final – Attendance
Women’s Senior Team – Attendance
Toppserien - average attendance
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