79828

Global revenues in women’s elite sports are expected to surpass US$2.3 billion in 2025, according to a new report from consultants Deloitte.

Exploring long-term success in women’s sport, the report Beyond the billion-dollar barrier: Charting the next phase of growth, suggests that ongoing growth 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.

Deloitte Global Sports practice leader, Pete Giorgio explained “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.

“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.”

Redefining the industry
The report note that 2024 was a landmark year for women’s sport with commercial revenues (including sponsorships, partnerships, merchandising sales and pre-season tour income-surpassing US$1 billion) for the first time. In 2025, commercial revenue is predicted to remain the largest share of revenue across women’s sport (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 football (US$820 million, 35%) projected to generate the biggest revenues in 2025. Basketball is on track to overtake football to become the leading revenue-generating women’s sport globally, benefiting from new star athletes boosting matchday attendances, merchandising sales, and investment into facilities. While global women's football 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 sporting 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.

A playbook for success
In 2025 and beyond, several key actions from women’s sports organisations, brands and sponsors can help enable the continued growth of women’s sport organisations:

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 maximize reach.

Giorgio adds “the growth of women’s sports has continued to exceed expectations.

“Crucially, the industry is moving beyond short-sighted metrics to focus on building long-lasting structures and legacy programs through enhanced investment and bold action. Industry leaders must strike the right balance between maintaining this growth and establishing strong foundations for long-term success.”

Click here for more information on the Athena Pledge.

Image: The USA women's national team celebrate winning the 2019 FIFA Women's World Cup. Credit: Shutterstock.

Related Articles

7th March 2025 - Four Nation alliance aims to advance women’s sport

5th March 2025 - Ticketmaster appointed official ticketing service provider for Men’s Rugby World Cup 2027 and Women’s Rugby World Cup 2029

4th March 2025 - New report shows increase in media coverage of women’s sport

1st March 2025 - Chengdu to Host FIBA 3x3 Women’s Series 2025 season opener

2nd February 2025 - Applications open for 2025 Change Our Game Community Activation Grants program

21st January 2025 - WNBL partners with ‘Share the Dignity’ on delivering feminine hygiene products

15th January 2025 - Women and girls continue to benefit from Football Australia Community Grants

11th December 2024 - Sports Entertainment Group subsidiary secures majority stake in WNBL team Perth Lynx

10th December 2024 - AIS and Deloitte Australia launch Ignite Athlete Employment Program

5th December 2024 - Women in Surfing to be showcased at inaugural Great Ocean Road festival

2nd December 2024 - Conversation of Sport report highlights importance of gender balance in sports media

18th November 2024 - Investment consortium completes acquisition of WNBL competition

14th November 2024 - Women’s Asian Cup 2026 to provide important spotlight for women’s sport

30th October 2024 - NSC Sports Investment Summit announces Deloitte and CAS as event partners

28th September 2024 - Play Our Way sport funding to be shared among 120 recipients

26th September 2024 - New study indicates brand investment as crucial to women’s football development

12th September 2024 - SharkNinja secures naming rights for extended A-League Women’s season

7th June 2024 - PFA report analyses Matildas’ 2023 FIFA Women’s World Cup experience

21st May 2024 - PIF and WTA sign multi-year partnership to accelerate global growth of women’s tennis

5th April 2024 - Riyadh to host WTA Finals from 2024 to 2026

6th December 2023 - MKTG Sports + Entertainment report shows growth in gender equity perception

15th September 2023 - YouGov tracking shows growing global interest in women’s sport

18th August 2023 - FIFA President hails ‘transformational’ Women’s World Cup

18th July 2023 - Research reveals FIFA Women’s World Cup to be most valuable women’s competition globally

20th March 2023 - Deloitte investment report predicts more sport mergers and acquisitions in 2023

8th April 2022 - Deloitte announced as International Olympic Committee partner until Brisbane 2032 Olympics

1st May 2021 - New report suggests women’s sport delivers better sponsorship outcomes

17th March 2021 - Deloitte report predicts ongoing growth of women’s sport and its sponsorships

---

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.