Elite women’s sports are set to make a significant financial impact in the coming years, with revenue projected to exceed $1.2 billion in 2024, marking a remarkable 300% increase from just three years ago, according to financial analysts at Deloitte.
The robust financial outlook for elite women’s sports is underpinned by three primary revenue streams: matchday earnings, broadcast deals, and commercial partnerships. Soccer and basketball, in particular, are expected to emerge as the most valuable sports, with anticipated revenues of $555 million and $354 million, respectively, in the upcoming year.
This remarkable growth can be attributed to the exceptional rise of women’s sports on a global scale, leading to increased commercial value and heightened investor interest. Jennifer Haskel, Insights Lead for Deloitte’s Sports Business Group, highlighted the distinct appeal of women’s sports, which is increasingly being recognized as a unique product in its own right, separate from men’s elite sports.
The optimism surrounding women’s sports comes at a time when the sector has experienced an upward trajectory in recent years. High-profile events like the FIFA Women’s World Cup have played a pivotal role in bringing soccer to a broader and more diverse audience. These successes, however, have also cast a spotlight on areas where improvements are still needed, shedding light on instances of gender discrimination within the sports industry.
Deloitte’s predictions suggest that valuations of women’s teams and leagues will continue their upward trajectory, with broadcast deals becoming increasingly lucrative. In particular, North America is expected to remain the most valuable geographical market, contributing a substantial $670 million to the overall revenue in 2024, accounting for 52% of the market share.
The pivotal role of broadcasters, streamers, and social media platforms in showcasing major women’s sports events cannot be understated. Paul Lee, Global Head of Technology, Media, and Telecoms Research at Deloitte, emphasized the importance of creating memorable and impactful experiences for fans, both new and existing. The challenge ahead, according to Lee, is to maintain a loyal viewership that consistently tunes in to watch their favorite players, teams, and competitions throughout the season.
As the financial prospects for elite women’s sports continue to soar, the industry stands poised for further growth and evolution. With increasing investments, rising valuations, and a growing fanbase, women’s sports are carving out their unique and impactful space in the world of sports and entertainment.
