The Billion Dollar Surge: Why Brands Should Invest in Women’s Sports Now
April 15, 2025
On Monday night, the WNBA draft took center stage. For the second year in a row, a player with widely regarded generational talent was selected 1st overall. This time, the Dallas Wings selected UConn’s Paige Bueckers. The night marked more than just a significant moment in WNBA history, it highlighted the skyrocketing commercial potential of professional women’s sports.
Each year, our partners at Deloitte release a forecast across major industries, including women’s elite sports. In our blog from 2023, we were impressed by the billion-dollar revenue projection for 2024. Now, their 2025 forecast is even more eye-opening. Women’s sports are expected to generate more than $2.3 billion globally, a $1.3 billion increase over 2024 and a staggering 240% growth over the past four years.
According to Deloitte, women’s sports blew their 2024 projections out of the water, with global revenue reaching $1.88 billion last year. While North America did much of the heavy lifting here, accounting for 56% of that total, significant growth was still seen in Europe, Asia, and other markets.
The 2025 growth is being driven by the continued rise of women’s basketball and soccer, which are projected to generate $1.03 billion and $820 million, respectively. Meanwhile, other sports like rugby, cricket, and volleyball are seeing significant revenue increases worldwide.
Many sponsors have gotten ahead of this exponential growth by entering into sponsorship agreements in recent years, and they’re already seeing remarkable returns.
Sponsorship in the WNBA is the prime example of this. Deloitte’s report says the league’s “Changemaker” level partners have experienced a massive 286% average return on their investment, with one partner turning a $5 million spend into an $18 million return!
The data supports this beyond the bottom line as well. Research done by the Athena Pledge, an initiative to increase brand investment in women’s sports, says that fans of women’s sports are 54% more aware of sponsors and 45% more inclined to consider or purchase from sponsoring brands of women’s sport. That’s awareness and brand affinity that you’re not getting anywhere else.
While it’s clear that investing in women’s sports is a commercially beneficial endeavor, it also comes with significant social perks.
Investing in women’s sports is a powerful statement to your customers, prospects, and employees. You’re proving to them that you are committed to diversity and inclusion, which resonates significantly with the modern consumer and employee.
Women’s sports are growing and growing incredibly fast. The audiences are engaged, the ROI is incredible, and the cultural significance is undeniable.
For brands, the message couldn’t be clearer: the time to act is now. Secure your stake in the future of women’s sports, align your brand with rising stars and powerful stories, and capitalize on one of the most exciting growth opportunities in the industry today.
