“Women's football required a fighting spirit to survive; it now requires equal investment to thrive.” Women’s football, and women’s sport more broadly, is clearly on the rise. According to a 2026 Deloitte report, global revenues in women’s sport are expected to reach at least $3 billion, a 340% increase in four years. In parallel, recent years have seen a surge in marketing campaigns promoting women’s football. These are undeniable signs of progress. However, there is still an uncomfortable truth: behind the hype, women’s sports still receive only 1% to 10% of global sports sponsorship. To truly take women’s football to the next level, this must change. This is why Orange seized the opportunity to renew its sponsorship agreement with the French Football Federation for the 2026-2030 period, to pioneer a world-first initiative: the “50-50 clause”. This unprecedented move aims to ensure equal investment between men and women, increase funding where it is needed most, at the grassroots level, and set new standards in sports sponsorship.