Strong growth forecasted for women’s sports
Global revenues in women’s elite sports are expected to surpass US$ 2.3 billion in 2025, according to a forecast from consultancy Deloitte. This prediction is made as US research firm EDO reports that Women’s sports saw record growth across every major TV benchmark last year. Overall advertiser spend and ad impressions more than doubled from 2023. Women’s sport is registering record audiences across a wide range of sports according to the European Broadcasting Union (EBU).
Investment in women’s sports requires a shift from short-term return on investment (ROI) to a venture capital mindset driven by values, long-term vision, and a commitment to societal impact, the Deloitte report says.
“We’re witnessing a transformational movement in women’s sports — what was once seen as potential is now a thriving, billion-dollar industry. With revenues expected to surpass the $2 billion mark this year, the conversation is no longer about proving value but about scaling for the future,” says Pete Giorgio, Deloitte Global Sports practice leader.
“The challenge now is to sustain this momentum and translate it into long-term success, with the appropriate investment, infrastructure, and opportunities to keep women’s sports growing on a global stage.”
Deloitte says 2024 was a landmark year for women’s sports with commercial revenues—which includes sponsorships, partnerships, merchandising sales, and pre-season tour income—surpassing one billion US dollars for the first time.
“In 2025, commercial revenue is predicted to remain the largest share of revenue across women’s sports (US$1.26 billion, 54%) as increasing brand recognition, rising fan engagement, and more lucrative sponsorship deals fuel the industry’s expansion.”
“Projections also show a significant rise in broadcast (US$590 million, 25%) and matchday revenues (US$500 million, 21%).”
The two highest revenue-generating sports remain unchanged, with basketball (US$1.03 billion, 44%) and soccer (football) (US$820 million, 35%) projected to generate the biggest revenues in 2025. “Basketball is on track to overtake soccer to become the leading revenue-generating women’s sports globally, benefiting from new star athletes boosting matchday attendances, merchandising sales, and investment into facilities”, the forecast says.
“While global women’s soccer revenues are predicted to rise from US$740 million in 2024 to US$820 million in 2025, women’s basketball revenues are expected to jump from US$710 million to US$1.03 billion in the same time frame.”
“New investment structures, such as women’s sports teams becoming standalone entities, could mean increased investment, dedicated resources, and the opportunity for greater commercial prowess. Major events and global competitions are also expected to generate significant revenues, with host countries attracting new fans, investors, and commercial partners.”
In 2025 and beyond, several key actions from women’s sports organisations, brands and sponsors can help enable the continued growth of women’s sports organizations, according to the report:
- Investment in dedicated infrastructure: Dedicated facilities serve as powerful symbols of commitment to the growth and development of women’s sports.
- Build the profile of major women’s sporting events: These cultural moments can ignite a long-term passion for fans but will require moving beyond simply hosting matches, to creating immersive experiences that showcase the athleticism, culture and identity of the sport.
- Embrace non-endemic brands: A new wave of non-endemic brands in fashion, beauty, travel, and consumer goods – such as Unilever, Elf Beauty and Skyscanner are entering and expanding into the sector, reaching a new set of target demographics.
- Join the Athena Pledge: This initiative is rallying brands to increase their investment in women’s sports, which is already backed by a range of leading brands.
- Innovate with consumption preferences: Women’s sports are increasingly adopting innovative broadcast strategies, such as streaming key matches simultaneously via multi-view functions on YouTube and diversifying content offerings with behind-the-scenes footage to align with shifting audience viewing habits and maximise reach.
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