All available tickets for the 90,000-capacity stadium were snapped up 15 minutes after going on sale, the U.K.'s fastest-ever sellout for the women's game. That trend has continued with the start of the 2022-23 season of the Women's Super League, the top tier of women's soccer in England. More money, more qualityWomen were banned from playing on Football Association grounds until 1971, and there wasn't a fully professional women's league until 2018. Major publishers like BBC Sport have also made moves to include the women's game more prominently in coverage. "Unbundling would attract more brands who see the women's game as their marketing focus and not just an add-on," Baroni said.

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