Serviceplan, Monarch team up on women’s football

The collaboration brings together Monarch Collective's expertise in investment, ownership and commercial growth with Serviceplan Culture's capabilities in cultural strategy, brand building and fandom.

Serviceplan Culture has entered a strategic partnership with women's sports investment platform Monarch Collective to advise brands on their role in the growth of women's football and wider women's sport.

The partnership's first output is a zine titled Whose Game Is It Going To Be?, which explores the culture, economics and future of women's football.

Partnership focuses on women's football

The zine launches as the UEFA Women's Champions League begins its new league phase and one year before the FIFA Women's World Cup 2027 in Brazil. It sets out 11 theses examining how the sport's structures, audiences and commercial models could develop.

The publication argues that women's football remains at a stage where elements such as governance, ownership, economics and fan culture are still developing. It also encourages brands to consider their role in shaping those systems rather than approaching women's football solely as a sponsorship opportunity.

Zine explores changing role for brands

The publication highlights several areas for consideration by marketers. These include the development of a media approach specific to women's football, the difference between tournament audiences and lasting fan communities, the role of heritage in building belonging, and the relationship between commercial activity and the authenticity of the sport.

Christine Jiang, Investor, Monarch Collective: "Women's football is in a rare phase: much of what will define its economic future – ownership structures, growth models, how value is shared – is still a design choice rather than an inheritance. For investors and brands that is a genuine opportunity, but it comes with a condition: value is only built to last here when it is created with fans, not extracted from them. That is the perspective we bring together with Serviceplan's brand and cultural expertise."

The zine does not present forecasts, instead using 11 theses to encourage discussion around the direction of the sport and the role of commercial partners.

Serviceplan and Monarch combine expertise

Sven Labenz, Managing Director, Serviceplan Culture: "Women's football is one of the few spaces in modern sport whose structures are still open to design. For brands, that changes the question: it is no longer whether to invest, but which system you are helping to build. Buy inventory and you borrow an audience. Build with the communities that give this game its meaning and you earn a relationship that lasts once the attention moves on and that is the difference between short-term visibility and durable cultural relevance."

Serviceplan Culture and Monarch Collective plan to advise brands across international women's sport, with a particular focus on women's football. The partners will also examine how brands can approach the 2027 FIFA Women's World Cup and build longer-term relationships beyond the tournament.

www.house-of-communication.com

www.monarchcoll.com

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