Jonas Eidevall has called for more strategic thinking around Women’s FA Cup prize money after this week’s announcement that the prize money is to be increased for the women’s competition.
The prize money for the winners is still around 25% of the men’s competition. In the US, the NWSL announced a new broadcast deal this week worth around $60m annually. Eidevall welcomed the news on increased prize money but believes there isn’t yet a sense of direction of travel.
“It is good, is it good enough? I think you have to zoom out. When you see the increase in the NWSL broadcast deal that was announced yesterday, the growth of the game is not linear at the moment, it is exponential.
“That is where decision makers and deal makers need to be very aware of that. At the end of the day there is going to be an increase in prize money and the growth in prize money is significant, but there is still a very, very big gap between the men’s FA Cup prize money and the women’s FA Cup prize money.
“There is a symbolic factor with the FA who is responsible for the growth of men’s and women’s football in the country. If they start to have a big difference, that affects how people see and value the two different competitions as well. It is good but I am not sure it is good enough.”
Many misunderstand the Football Association is a non-profit organisation and, therefore, does not make decisions commercially, but based on their remit of development and growth. It is why they invest in grassroots football, grassroots coaching and disability football, for instance, which are not commercially driven decisions. Eidevall says he would like a better sense of strategy around prize money in women’s football.
“We need to be where we can start to see a plan, and a trajectory and someone who says ‘where do we see this going in the next five years?’ Or is it just going to be made on a year by year basis and what is that going to be based on? What investments are going to be made in the Women’s FA Cup in order to raise the level of the competition so it can raise more revenue?”
🚨 Prize money in the Women’s FA Cup is going up by another £3m this season, meaning clubs entering in the third round next month will take home £35,000 for a win, compared to £10,000 last season.
The eventual winners will be taking home a record £430,000. pic.twitter.com/GJlpj6HBhl
— Rich Laverty (@RichJLaverty) November 9, 2023