Rangers and Celtic have reportedly held initial talks with the Women’s Super League (WSL) about potentially joining the competition.
The WSL is now under the control of the Women’s Professional Leagues Limited (WPLL), which has been tasked with ‘driving growth and maximising potential’.
Chief executive officer Nikki Doucet is exploring ways to achieve those aims and adding two top Scottish clubs into the mix is an attractive proposition.
Glasgow City had previously been the dominant force in the women’s game in Scotland, but they do not have the same branding appeal as Rangers and Celtic.
That point is hammered home whenever they face each other, with interest from fans and the betting industry dwarfing what happens during the rest of the season.
Platforms such as Betway Sportsbook are inundated with wagers when Rangers face Celtic, highlighting their allure to the online betting community.
Adding their widespread appeal to the WSL would undoubtedly boost the appeal of the competition and the profile of women’s football in the United Kingdom.
The Scottish Women’s Premier League (SWPL) and Scottish Football Association (SFA) would likely argue that the move would devalue women’s football in Scotland.
However, while that argument undoubtedly holds some weight where the men’s teams are concerned, a broader view needs to be taken with the women’s game.
From a marketing perspective, trying to ‘sell’ many of the fixtures in the SWPL can best be described as ‘flogging a dead horse’.
For example, Rangers have played Queen’s Park twice in the SWPL this season. The combined scoreline was 23-0 in Rangers’ favour.
Much like the Scottish Premiership, the disparity between the haves and have nots in the SWPL is staggering. Commercially, this is disastrous.
The current set-up seems doomed to failure, which is why a strong argument must be made for Rangers and Celtic to join the WSL.
Women’s football south of the border has grown in recent years, but still lacks the ‘wow’ factor which could help it truly cross into the mainstream.
Allowing Rangers and Celtic to compete alongside top clubs such as Chelsea, Manchester City, Arsenal and Manchester United could be a game-changer.
The move would strengthen the depth of the WSL, making it a far more appealing proposition to major broadcasters and sponsors.
Regular Scotland versus England clashes would boost the profile of women’s football in the UK, creating a much bigger buzz around the sport.
Many people believe the same elements would be in play if the men’s teams made a similar switch to play in England, and the argument has plenty of merit.
However, English football’s powerbrokers are resistant to sanctioning the move, meaning Rangers and Celtic must remain in their domestic market for the foreseeable future.
The same scenario does not apply in the WSL. For instance, teams such as Chelsea and Arsenal are among the top clubs in women’s football in England.
However, they have undoubtedly benefited from the established branding they have been able to utilise. Despite this, the women’s teams still lag behind the men in the revenue stakes.
In simple terms, the WSL needs Rangers and Celtic. The same applies in reverse. Women’s football in the UK simply cannot afford to ignore the possibilities.
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