Unprecedented Growth: How Women’s Sports are Shaping Global Competitions and Opportunity

Photo by Kenneth Schipper on Unsplash

The Transformation of Women’s Sports on the Global Stage

Women’s sports have experienced a profound and measurable rise in global competitions over the past decade. This transformation has resulted in record-breaking revenues, unprecedented viewership, and expanded opportunities for athletes, fans, investors, and communities alike. As elite women’s sports revenues are projected to reach at least US$2.35 billion in 2025, up 240% in just four years, the landscape is evolving rapidly [1] . This article examines the drivers of this growth, the benefits for stakeholders, and practical guidance for accessing emerging opportunities in women’s sports.

Key Revenue Drivers: Commercial, Broadcast, and Matchday Growth

The economic surge in women’s sports is underpinned by three main revenue streams: commercial (including sponsorships, merchandising, and partnerships), broadcast rights, and matchday revenues. Commercial income alone is forecasted to surpass US$1.26 billion in 2025, representing 54% of total revenues, as brands increasingly recognize the unique value of women’s competitions and their expanding audiences [1] . Broadcast revenues are expected to reach US$590 million, while matchday income is set to hit US$500 million, reflecting growing fan engagement and higher stadium attendances.

Basketball and football remain the dominant sports, together accounting for almost 80% of all women’s sports revenue, with basketball poised to lead globally due to its growing star power and investment in infrastructure [1] .

Record-Breaking Audiences and Expanding Fanbases

Viewership figures for women’s sports have reached new heights, signaling a shift in public interest and media coverage. The 2023 FIFA Women’s World Cup generated 3.2 billion views across FIFA’s digital platforms, while the 2023 US Open women’s tennis final outperformed the men’s final in TV ratings [5] . In the UK, 44.7 million viewers tuned into domestic women’s sporting events in 2024, the highest ever recorded [2] .

The 2024 NCAA Women’s Basketball Championship drew a peak audience of 24 million, setting a five-year college basketball viewership record. Meanwhile, the Women’s National Basketball Association (WNBA) saw a 170% increase in unique viewers, with over 54 million tuning in during a single regular season [5] .

Global Growth and Regional Trends

The growth of women’s sports is a worldwide phenomenon, but regional contributions vary. North America generates nearly 60% of global women’s sports revenue, while Europe accounts for about 18% [3] . Major tournaments-like the FIFA Women’s World Cup, Women’s Rugby World Cup, and UEFA Women’s Euros-are not only driving economic impact through tourism and local investment but also drawing new fans from diverse backgrounds [4] .

The 2024 Paris Olympics made history with equal numbers of male and female athletes, setting a new standard for gender parity at the highest level of competition. Event organizers and governing bodies are responding to demand by increasing prize money and investing in professional environments-such as improved facilities, support staff, and athlete development programs [5] .

Opportunities for Athletes, Investors, and Fans

As interest and investment continue to accelerate, new opportunities are emerging across the women’s sports ecosystem. Athletes benefit from enhanced training environments, better pay, and stronger representation in the media. For investors and brands, women’s sports offer unique platforms for sponsorship, audience development, and social impact initiatives. Local communities hosting major events have reported significant economic and cultural benefits-for example, the 2024 Women’s Champions League Final in Bilbao, Spain, generated â‚¬23 million in local value [4] .

Fans now have increased access to live events and broadcasts. To participate, individuals can:

Attend live matches or tournaments by purchasing tickets via official team or event websites. For major international events, it is best to visit the organizing body’s official portal (such as FIFA, UEFA, or Olympic committees) and use their ticketing sections.
Engage with teams and athletes on verified social media platforms or through official club membership programs, which often provide exclusive content and fan experiences.
Follow women’s leagues and competitions on established sports broadcasters. In the U.S., major networks such as ESPN and CBS Sports regularly televise women’s basketball, soccer, and other events. Internationally, check with your national broadcaster or global streaming platforms for coverage.
Support grassroots initiatives and local clubs by volunteering, attending community matches, or contributing to youth development funds where available. Many national federations have dedicated outreach programs-search for your country’s official sports federation for women’s sports to find opportunities.

Actionable Steps to Access and Support Women’s Sports

If you are seeking to access opportunities or support the ongoing rise of women’s sports, consider the following practical steps:

Identify the sport and level (local, national, or international) you are interested in. For professional events, consult the sport’s governing body (e.g., FIFA for soccer, FIBA for basketball, ICC for cricket) for official schedules, team lists, and ticketing procedures.
If you wish to invest or sponsor, contact the marketing or partnerships division of clubs, leagues, or governing bodies. Many publish annual reports and sponsorship opportunities. For example, Deloitte provides detailed market analysis on women’s sports revenues [1] .
For aspiring athletes, explore development programs, scholarship opportunities, and trials through your national federation, Olympic committee, or local sports clubs. Most offer online directories and application guidance. When in doubt, visit the official website of the relevant sport’s national governing body and search for ‘talent identification’ or ‘youth development’ programs.
To stay updated on major women’s sports events and results, subscribe to newsletters or alerts from reputable sources, such as the Women’s Sport Trust or your sport’s global federation. These organizations frequently publish free reports and research on growth trends [2] .
Advocate for greater coverage and equality by engaging with media and sports organizations, providing feedback, and sharing content from women’s sports events to broaden their reach.

Challenges and Solutions

Despite rapid progress, women’s sports continue to face challenges, including disparities in media coverage, pay gaps, and access to resources at the grassroots level. Addressing these issues requires coordinated effort among stakeholders:

Media Coverage: Encourage broadcasters and publishers to increase the visibility of women’s competitions by demonstrating demand-watch, share, and discuss women’s sports content on verified platforms.
Resource Allocation: Advocate for proportional investment in facilities and training for women’s teams at all levels. Join or support campaigns led by reputable advocacy organizations.
Participation Barriers: Seek out and promote inclusive programs designed to lower entry barriers for women and girls, particularly in underrepresented regions or communities. Use official sport federation resources for guidance.

Alternative Pathways and the Future of Women’s Sports

Alternative approaches to supporting the rise of women’s sports include digital engagement, such as following virtual events, supporting athlete-led initiatives, or participating in online fan communities. Many organizations now offer virtual memberships or fan experiences, making it easier to connect with favorite teams or athletes regardless of location.

The next phase of growth will likely include further integration of women’s sports into mainstream media, increased cross-border competitions, and continued expansion of commercial investment. As prize pools and sponsorships grow-such as the Women’s European Soccer Championship’s 156% increase in total prize money from 2022 to 2025-expect more athletes, brands, and fans to join the movement [4] .