The Time Is Now: Why Now Is the Right Time for Women’s Sport
Published on
by Mara Kottke
Women’s sport is captivating more people than ever before and is increasingly becoming a relevant growth driver in the sports business. This momentum is not new. Yet the scale of its economic, social and media impact is still often underestimated. Rising reach, new competitions and growing investment send a clear message: the time for women’s sport is now.
In this Insight:
Women’s sport is not a phenomenon of the 21st century, even if its popularity across different disciplines gained momentum later than men’s sport. One of the most influential figures in its development is American tennis player Billie Jean King. She enjoyed considerable success, particularly during the 1960s and 1970s. With twelve Grand Slam singles titles, she is not only one of the most successful athletes of her time, but also one of the most important pioneers in advancing the social recognition of women in sport.
A milestone in this development was the so-called “Battle of the Sexes” in 1973, when King defeated her opponent Bobby Riggs in front of an audience of millions. The victory disproved the claims that women were athletically inferior to men and paved the way for greater acceptance, respect and visibility.
Much has changed since then. In recent years in particular, investment levels have risen significantly, as have revenues and sponsorship income, not only in tennis but across almost all women’s sports.
The Boom in Numbers: Will the Momentum Continue in the Long Term?
The development of women’s sport has reached a new dimension in recent years. While global revenue in elite women’s sports stood at around US$692 million in 2022, according to Deloitte it had already exceeded US$1.88 billion by 2024. By 2026, total revenues are expected to exceed US$3 billion, representing growth of approximately 340% compared to 2022.
Commercial revenues, such as sponsorship, partnerships and merchandising, are the most important sources of income and are expected to account for around US$1.4 billion, or 45% of total revenue, in 2026. Matchday revenues, such as ticketing and stadium income, will also play a significant role and are projected to generate almost US$911 million, accounting for nearly 30% of revenue in 2026.
The Largest Markets and Opportunities
North America is currently the largest market in women’s sport and is forecast to generate around 54% of global revenue in 2026. However, this development is no longer a regional phenomenon. New leagues, more professional structures and additional revenue models are also emerging in Europe and other markets.
One particular strength of women’s sport is that it is not simply a copy of men’s sport and its structures. Instead, it supports and strengthens its own formats, marketing approaches and innovations. Football and basketball are playing a particularly important role in driving this development: together, the two sports generate around 70% of total global revenue.
This creates an attractive environment for brands. Female target groups are continuing to gain economic importance, and women’s sport offers companies the opportunity to reach them with relevant and tailored messages. At the same time, the level of commercialisation in many competitions remains lower than in men’s sport. Comparatively low barriers to entry therefore coincide with growing reach and relatively low advertising saturation.
Brands targeting young, progressive or predominantly female audiences in particular can position themselves at an early stage and build long-term relationships with engaged communities.
Social Media as a Growth Engine
While the leading women’s leagues do not yet enjoy the same presence on television or streaming platforms as their male counterparts, their reach on social media is developing all the more strongly. Women’s sport reaches a predominantly younger audience on these platforms, one that is particularly open to different sports. At the same time, social platforms enable targeted, values- and purpose-driven communication with these audiences. This creates ideal conditions for building brand awareness among interested fans, not only in the here and now, but also with the next generation of sports fans in mind.
The marketing of top female athletes plays a central role in this development and is increasingly becoming one of the key growth drivers in sport. According to a study by Nielsen Sports, female athlete ambassadors are often perceived by many target groups as more authentic, relatable and credible, and therefore frequently create a stronger emotional impact than their male counterparts (Source: Nielsen Sports, 2018).
Figures from Socialplatform underline this development: the engagement rate of Germany’s ten most successful female athletes on Instagram is significantly higher than that of their male counterparts (Source: Socialplatform, 2026).
Beyond social media, the momentum of women’s sport is also being built within digital communities. Here, fans receive content that is specifically relevant to them and can develop a closer virtual connection to athletes, teams or competitions.
This development is also evident at international level. The 2024 Olympic Games marked an important milestone with a record share of female participants and highlighted the structural significance of growth in women’s sport.
The Caitlin Clark Effect: How Star Athletes Can Transform Entire Leagues
A current example is the so-called Caitlin Clark Effect. The Indiana Fever basketball player is contributing not only to an exceptional increase in media attention, but also to noticeable economic growth for herself, the WNBA and women’s basketball as a whole.
The WNBA shows the potential that can be created through early investment and consistent professionalisation. Strong growth in reach, television ratings, social media engagement and merchandising has proved to be a key driver. The figures also illustrate this development: between 2023 and 2024, the league recorded, among other things, a 156% increase in gameday attendance, 380% growth in social media engagement and a 756% increase in merchandising revenue (Source: WNBA).
Key growth drivers include increasing investment in leagues and competitions, supported by strong media and brand messages as well as targeted investment. At the same time, the expansion of infrastructure is laying important foundations for a functioning system. Examples include the development of modern training facilities and the continuous improvement of working and contractual conditions through long-term agreements between the league and the players’ union.
In addition, a growing and increasingly engaged fan base is helping to consolidate this development structurally. The effects can be seen in rising television ratings, higher arena occupancy and growing international relevance. The development of the WNBA therefore demonstrates how targeted investment, professional structures and strong marketing can sustainably take women’s sport to the next level.
A Sustainable Market Rather Than a Short-Term Trend
Anyone who believes the current momentum in women’s sport is merely a short-lived trend is mistaken. The market is increasingly evolving from a pure growth story into a professionalised and scalable business sector. Many leagues are still in a phase of development, but this evolution is being driven by new leagues and competitions, rising levels of investment and increasing professionalisation, all of which continue to strengthen the commercial relevance of women’s sport.
At the same time, many athletes, clubs and leagues continue to face economic challenges. As a result, targeted sponsorship is becoming a key lever for the future, helping to strengthen existing structures, enable further growth and secure the positive development of women’s sport over the long term.
Women’s Football as a Case Study in Prestige, Success and Potential
With annual revenues of around US$890 million (Deloitte, 2026), women’s football is already one of the most economically significant segments of women’s sport. At the same time, the sport remains in a sustained build-out phase characterised by structural growth. This creates a particularly attractive environment for brands: comparatively low entry costs coincide with strong growth momentum and relatively low advertising saturation. As a result, companies have the opportunity to position themselves early and differentiate themselves.
International markets already demonstrate the potential of this development. In the United States, the National Women’s Soccer League (NWSL) has established itself as a strong partnership platform through independent structures, clear brand positioning and a consistent focus on female audiences. In England, the Women’s Super League (WSL) is setting new benchmarks through its organisational independence and clearly defined commercial strategy.
Important foundations for the future are also being laid in Germany. The restructuring of the Frauen-Bundesliga is intended to create more independent structures, increasing professionalisation and greater media visibility, providing the foundation for further economic growth. At the same time, an increasingly engaged fan base is developing, bringing additional momentum to the market.
A further decisive catalyst for future development could be the UEFA Women’s EURO 2029 in Germany. The tournament has the potential to attract more than one million fans, generate additional attention for women’s football and create lasting momentum for audience reach, infrastructure and brand engagement. For companies, this represents not only an opportunity to build visibility at an early stage, but also to establish a long-term presence in a market that is growing structurally and continues to gain importance worldwide.
Conclusion
Women’s sport is developing into one of the most dynamic growth markets in the global sports business. Rising revenues, growing reach and increasing professionalisation demonstrate that this development has long since moved beyond a short-term trend. Instead, a sustainable market is emerging that is becoming increasingly important for sponsors, investors and rights holders alike.
At the same time, the potential in many areas is still far from being fully realised. Growing fan bases, increasing media visibility and improvements in sporting quality are creating new marketing opportunities. In addition, societal changes and shifting consumer behaviour are bringing female target groups and their interests into greater focus.
It is precisely this combination that makes women’s sport so attractive today: opportunities for early market entry coincide with a global movement that combines economic, societal and sporting relevance. This gives brands the opportunity not only to benefit from a growing market, but also to actively shape its development. One thing is becoming increasingly clear: the right time to invest in women’s sport is not tomorrow, but today.
