For years, women's sports were overlooked in boardrooms and budget plans. But in 2025, that narrative has flipped-and fast. Today, women's sports are no longer a “nice to have.” They're a growth engine. And the numbers? They're impossible to ignore.
Let's be clear: brands aren't backing women's sports just because it's the right thing to do. They're doing it because it's the right move for business.
A $2.35 Billion Market That's Just Getting Started
In 2025, global revenue from women's sports is set to hit $2.35 billion - up 300% in just three years - according to the World Economic Forum. That includes $1.39B from North America alone, with women's basketball crossing the billion-dollar mark by itself.
And this isn't just about soccer or hoops. From India's Women's Premier League to League One Volleyball's $160M funding round, the landscape is expanding across sports, regions, and platforms.
Need proof that valuations are rising fast? Denver recently paid $110M to join the NWSL-more than double the $53M Bay FC paid just two years earlier.
Why Women's Sports Outperform
Here's what's fueling the surge-and why marketers are finally catching on.
1. Fans Who Buy
Fans of women's sports are2.8x more likelyto buy products endorsed by female athletes. Among die-hard fans, that spikes to3.5x. In Australia, every A$1 spent on visibility in elite women's sports deliversA$7 in customer value.
2. Trust Converts
Female athletes deliver what Parity calls a"believability boost"-consumers trust them 7 points more than male athletes for product endorsements. That trust translates directly into ROI. The WNBA's "Changemaker" brand partners saw anaverage 286% return.
3. Engaged, Empowered Audiences
74% of women's sports fans are the primary income earners in their households. And in the U.S., 44% of women say they're more likely to buy from brands that support women's sports.
4. First In Wins
More than half of fans only started following women's sports in the last three years. Yet, women's sports still receive just 9% of sports media spend. There's room to move-and win.
Real Brands. Real Wins.
Here's how visionary brands are seizing the opportunity:
- 1. The WNBA's $2.2B Power Play
In 2024, the WNBA signed an11-year, $2.2B media rights dealwith Disney, Amazon, and NBCU. That drovea 29% viewership boostand made the Finalsthe most-watched in 25 years. - 2. Caitlin Clark's Market Magic
Caitlin Clark,TIME's Athlete of the Year (2024), helped break attendance records and supercharged fan engagement-first at Iowa, now in the WNBA. - 3. Olympic Women Outperform
At theParis 2024 Olympics, women athletes generated53% of social engagementdespite receiving only 43% of coverage. That exposure led tobrand deals with Dior and Paula's Choicefor athletes like Zheng Qinwen and Ilona Maher. - 4. ATHLOS x Luxury
ATHLOS-a September 2024 luxury-sports fusion event featuring 35 elite female athletes-partnered with Tiffany & Co., got covered by Vogue, and featured a Megan Thee Stallion performance.
Media Platforms Are Waking Up
- All Women's Sports Network, co-founded by Whoopi Goldberg, reaches 2 Billion people in 65 countries. That's a capital B.
- iHeart Women's Sports Podcasts are growing fast, tapping into 177M monthly downloads.
- Ad spend hit $244M in 2024-up 139% from the year before.
Strategic Advice for Brands
- Think Long-Term
Women's sports require aventure capital mindset-patient investment with culture-forward returns. - Audience Alignment
75% of men and 71% of womentune in to women's sports at least occasionally. That's rare market balance. - Measure Beyond Revenue
Early KPIs should include social lift, reputation boost, andbrand resonance-not just dollars in/dollars out. - Prioritize Shared Values
Values matter more than everto today's fans. Show up with authenticity-and stay consistent.
What's Next?
- Global Expansion: Europe and the Middle East could reach$3B in basketball revenue.
- New Sports Rising: Flag football saw 63% growth since 2019 and enters the Olympics in 2028.
- Media Boom Incoming: More big deals like the WNBA's are coming.
- Athlete Branding Power: Women athletes are becoming the trusted voices in sports marketing.
Final Whistle: This Is No Longer a Trend
Women's sports aren't just having a moment. They're building a movement.
With high trust, passionate fans, and compounding ROI, they offer a rare opportunity for marketers to win now and build lasting equity. The brands that lean in early won't just get better metrics-they'll earn loyalty that money can't buy.
Ready to lead or waiting to follow? The choice is yours.