ByBrad Adgate
, Contributor.
Ilona Maher #2 of Team United States runs with the ball during the Women's Rugby Sevens at the 2024 … [+]
Earlier today Deloitte released its latest report on women’s sports entitled “Beyond the Billion Dollar Barrier: Charting the Next Phase of Growth”. Deloitte cites the rapid revenue growth taking place in women’s sports over the past few years. The report notes women’s sports have been growing by rewriting the playbook and by doing things differently. The focus now moves beyond demonstrating potential to helping build a lasting legacy of success by delivering unique and tailored experiences.
In the report, Deloitte projects in 2025 the global revenue for women’s sports will reach $2.35 billion. By comparison, last year revenue had been $1.88 billion, surpassing the $1 billion threshold for the first time. Moreover, the revenue in 2024 had nearly doubled the 2023 global revenue of $981 million. In 2022 global revenue had been $692 million.
When broken out, Deloitte, in 2025, expects commercial to account for over half (54%) of global revenue, followed by broadcast at 25%. Last year broadcast had generated 21% of all revenue. Revenue from matchday accounts for the remaining share.
In a press release, Pete Giorgio, Global Sports practice leader Deloitte Global said “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.”
Looking at geography, Deloitte expects the North American region will continue to generate the greatest amount of revenue. In 2025 North America will account for 59% share of total revenue ($1.39 billion), an increase from 56% in 2024. Europe will continue to be the second largest region and is expected to generate 18% share ($420 million) of total revenue this year. Deloitte notes, led by soccer, women’s sports are growing in popularity in other areas citing Morocco, Japan and Australia.
The two most popular women’s sports continue to be basketball and soccer. Last year, Deloitte estimated women’s soccer had accounted for a 39% share of global revenue, edging out basketball at 38%. In 2025, Deloitte projects basketball will surpass soccer accounting for a 44% share ($1.03 billion) of global revenue compared to 38% ($820 million) for soccer. (In the U.S., the report was released at the onset of the NCAA Women’s Basketball Tournament or “March Madness” and the beginning of 2025 National Women’s Soccer League (NWSL). Last season both had generated record audiences and ad revenue.)
Deloitte reports basketball’s increase in revenue stems from emerging star athletes, resulting in increased attendance, merchandising sales as well as expanded investment in facilities, this has helped make it the highest-earning women’s sport globally. Also, in the U.S., with a growing roster of marquee players and fan base, led to a new broadcast deal the that WNBA negotiated last year.
Besides basketball and soccer there are also other sports such as cricket, rugby and volleyball that are attracting global investments and increasing commercial opportunities. Among the players cited was Ilona Maher who, during the Paris Olympics, became the most followed rugby player on social media. In January, Maher became the first brand ambassador for Paula’s Choice, a skincare company. In addition, Maher’s rising popularity has helped to increase investments in USA Rugby.
Among the more popular cricket events are The Hundred in the U.K. and India’s Women’s Premier League (WPL). In the U.S., League One Volleyball (LOVB) began its inaugural season in January and had raised $160 million in investments. (In addition, in the U.S., attendance for the Professional Women’s Hockey League, in their second season, recently surpassed one million.)
Deloitte also cited a report by “Women in Sport” which found 41% of boys were inspired by successful female Olympians. Overall, the performances of female Olympics and Paraolympics athletes in 2024 inspired 41% of boys highlighting their impact as role models for both boys and girls. The report pointed out that although female Olympians generated just 43% of news coverage, they were able to record 53% of social media engagement.
In 2025, the industry is expected to see continued revenue increases, professionalization, and strategic shifts that will help shape its long-term future. As women’s sports continue to evolve, the next phase of growth is expected to be defined by strategic investment, market expansion, continued brand partnerships as well as the long-term sustainability of professional leagues and competitions including dedicated facilities and ground-breaking media tactics.
This year, the Rugby Women’s World Cup from England will help to grow the global popularity of women’s sports. The five-week event starts in August and has already set ticket sales records. The next quadrennial FIFA Women’s World Cup is scheduled for 2027. In a first, Brazil (long a male soccer powerhouse) will be the host country enabling continued global marketing possibilities. It also marks the first time a South American nation will be the host country.
In conclusion, Deloitte listed five elements to think about when scaling a women’s sports business for sustaining growth and commercial success. They are; review your operating model, obsess over your fans, understand the socioeconomic impact of your organization, foster meaningful partnerships and consider many types of investments.
