Women's Sports Set for Dramatic Revenue Growth, Yet Face Monetization Challenges

Women's sports are experiencing unprecedented growth, with global revenues projected to surpass $2.35 billion in 2025, according to a report by Deloitte. This marks a significant increase from $1.88 billion in 2024, highlighting the rapid expansion of the sector.

Major tournaments have played a pivotal role in this surge. The 2025 Women's Rugby World Cup, held in England, sold over 375,000 tickets, significantly surpassing previous records. Similarly, the UEFA Women's Euro 2025 attracted large audiences, reflecting the growing popularity of women's football.

Despite these achievements, women's sports continue to face monetization challenges. In the United States, women's sports accounted for less than 2% of the $75 billion sports market in 2024, according to McKinsey. The consultancy identifies four primary hurdles: lower airtime, casual fan engagement, market crowding, and investment bias.

However, there are promising developments. The Women's Super League (WSL) in England has secured new partnerships with major brands like Nike, British Gas, and Ocean Outdoor, aiming to enhance fan engagement and improve player resources. The WSL projects to generate £100 million in revenue by the 2025-26 season, tripling its revenue compared to the period before the Lionesses' success in Euro 2022.

In the United States, the Women's National Basketball Association (WNBA) secured a landmark $2.2 billion media rights deal over 11 years in 2024, reflecting the league's soaring popularity. This deal signifies a substantial leap from previous agreements and underscores the growing commercial appeal of women's basketball.

Digital engagement is also contributing to the growth of women's sports. Companies like EA Sports are merging sports and gaming to create hybrid experiences, such as "Madden Cast," and deeper fan engagement through mobile apps. EA's success—$3.2 billion in profit on $22 billion revenue over three years—illustrates how digital platforms can thrive financially without competing for athletic talent.

The growth of women's sports has broader societal impacts. The visibility of successful female athletes inspires young girls to participate in sports, promoting physical health and empowerment. The expansion of women's sports creates jobs and stimulates local economies through events, merchandise sales, and tourism. Additionally, the rise of women's sports challenges traditional gender roles and promotes equality, both in sports and society at large.

While women's sports have made significant strides in popularity and participation, achieving financial parity with men's sports remains a formidable challenge. Addressing issues such as media coverage, fan engagement, market competition, and investment biases is crucial for the sustainable growth and profitability of women's sports.