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- In 2024, revenue projections for women’s sports surpassed $1 billion globally.
- Sustained interest, continued growth and significant impact for women’s sports in the long-term will depend on increased investment.
- 85% of surveyed women who had played sports said the skills they developed on the field and court were important to success in their careers.
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Women’s sports are having a big moment. This year alone, the Paris Olympics made history as the first-ever Olympic Games with gender parity among athletes, more viewers showed up and tuned in to the US’ WNBA (the Women’s National Basketball Association) than ever before and revenue projections across women’s sports surpassed $1 billion globally.
Last year was monumental for women in sports and this momentum doesn’t seem to be slowing any time soon, but sustained interest, continued growth and significant impact in the long-term will depend on increased investment. The current environment offers an abundance of opportunities, especially as awareness and demand for women’s sports is expected to increase rapidly in 2025 and beyond.
Simply put, the time to invest is now. Here are three of the main reasons why:
1. Investing in women’s sports is not just good for women, it’s good for business
Historically, viewership numbers and perceived interest in women’s sports were significantly lower than for their male counterparts, warranting a significant difference in investment dollars. Today, the numbers tell a different story. There’s been a 300% growth in global revenues from women’s sports in just three years and, according to a recent Deloitte-commissioned survey, 99% of brand decision-makers say they have increased investments in women’s sports over the past five years.
Brand decision-makers say they have increased investments in women’s sports over the past five years
Image: Deloitte Consulting
Women are engaging with sports – men’s and women’s – like never before. In turn, their interest and demand has popularized coverage of women’s sports via historically male-dominated platforms, reaching male audiences in the process. The result? A virtuous cycle which is rapidly expanding sports viewership on the whole.
As a fandom, women show up differently than men. Research suggests women are more likely to purchase sports merchandise and paraphernalia and aren’t shy about sharing their enthusiasm for sports on social media. Although different from male-driven engagement and performance metrics, women have fostered a viral, buzz-worthy approach to fandom and support for sports brands and sponsors, particularly around those companies supporting women’s sports. With women consumers at the helm, exposure for athletes, brands and events is trending upward.
2. Investment can reshape the landscape of women’s sports and encourage girls to stay in sports
Beyond creating good business returns, investing in women’s sports can set up generations of women for success.
Research suggests that women earn approximately 82 cents for every dollar earned by men. In sports, it has been widely reported that the gender pay gap is even more significant. How can companies help? By investing in women’s sports, companies are not only supporting the idea of pay equity but are contributing to the solution: greater viewership and more sponsorships ultimately translate to better and more equitable pay for women athletes.
Furthermore, by gaining greater visibility for women’s sports, companies help to create new role models for girls that can encourage them to stay in sports. Studies show that girls who play sports develop skills such as the ability to strategize, team, coach and execute, which have a tremendously positive impact on their careers later on. In a Deloitte study, 85% of surveyed women who had played sports said the skills they developed on the field and court were important to success in their careers. The results were even higher among women in leadership roles (91%) and women who earn $100,000 or more (93%). Girls who play become women who lead.
3. Perceived barriers to investment are often untapped opportunities
We don’t have the same quantity and quality of data for women’s sports and sponsorships as we have for men’s. That’s why it’s important to adopt the mindset of a venture capitalist when it comes to women’s sports: recognize the opportunity, acquire the best data available and act. So, what are some factors brands should consider before investing in women’s sports?
First, determine whether your company’s target audience is aligned with the sports property’s fanbase. Time and capital may go to waste if there isn’t any overlap between the two, so it’s important to be thoughtful.
Second, quantify and justify the ROI through established key performance indicators (KPIs). In the early stages, consider more than just revenue. For example, the KPIs might include social media presence, brand recognition or how a client responds to the sponsorship events. Intangible factors matter.
Investing in women’s sport can have a positive impact on brand awareness, image and employee engagement
Image: Deloitte Consulting
Third, determine whether the values of the sports property align with those of your company and enjoy strong media coverage or reach. Those are both critical considerations since sponsorship should align with and advance a company’s brand and culture. While interest in women’s sports is rapidly increasing, we are still in the early stages. Be strategic to make the most of this opportunity and create a positive impact.
We’re at an inflection point. That’s why Deloitte is a founding member along with AT&T, Capital One, and Cisco of the Athena Pledge, which aims to mobilize investment, research and opportunities in the industry and to rally other brands and companies to increase investment and support for women’s sports.
The potential of women’s sports for brand and market growth is significant. It’s time to get in the game and champion a more inclusive future in sport, for all.
This article was originally published on The World Economic Forum’s Agenda Blog.
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