The real loser in this constant marketing of football is women's hockey, all the sporty girls traditionally play that and netball. I don't think women's football being popular is going to get more girls into sports, it will just draw them from one sport to another. Netball is also benefitting from Sky money so that should be secure for the time being. Shame-id much rather watch women play hockey than football.
The problem is with women's football is that it's not enough for them to grow organically, you have people saying women's players should be paid equal to men which is crazy and I suspect they're already being paid too much as professionals as it is.