Women’s sports growth is a win for investors, brands and the planet

The meteoric growth of women’s sports offers brands and investors the opportunity to reach new audiences, access new revenue streams and secure high returns. It is benefiting society and the planet too.

Women’s sports fans have a values-first mindset and prioritize brands that demonstrate integrity and social responsibility. Female athletes use their platforms to advocate for important causes, and as their platforms grow, so does the reach of messaging.

The past few years have seen women’s sports grow at a “meteoric pace.” FIFA reported 3.2 billion views of their social and digital content for 2023 Women’s World Cup and the 2023 US Open women’s final outperformed the men’s final in viewership.

In 2024, the Paris Olympics had an equal number of male and female athletes competing for the first time. Women’s sport in the UK achieved its most-watched year ever, with 44.7 million viewers tuning into domestic fixtures.

“As a senior player, it’s been incredible to witness firsthand the exponential rise in resources and interest in the women’s game," shared Hayley Ladd, soccer player for Everton FC and Wales international.

"Each year brings tangible progress – whether it’s increased budgets for clubs and competitions, higher prize money, or more professional environments.” The growth isn’t just in numbers, it is also in “how we’re treated as players, with improved facilities, enhanced support staff, and genuine investment in our development,” Ladd noted.

2024 was a huge year for women’s basketball. The NCAA Women’s Basketball Championship peaked at 24 million viewers, becoming the most-viewed college basketball game of the past five years.

The WNBA’s regular season attracted over 54 million unique viewers, a 170% increase from the previous season and the league was cited as the fastest-growing brand in professional sports.

Speaking about this with WNBA commissioner Cathy Engelbert, she told me, “The WNBA is more bullish than ever on our opportunity to carry the values of girls and women’s basketball worldwide, as part of our vital role in the broader sports ecosystem.”

She went on, “WNBA players are inspiring and empowering the next generation of women to break barriers and reach new heights, and as a league we look to drive the movement forward by accelerating action on and off the court.”

Women’s sport sponsorship is growing 50% faster than men’s major leagues, and is exceeding return on investment expectations. 86% of sponsors in a recent survey said their investment in women’s sports met or exceeded expectations, with one third reporting their activations delivered better than expected results.

S&P Global say that the “elevation of women’s sports is yielding investment opportunities with relatively low entry-level valuations and high growth potential.” In Australia, every A$1 invested by a corporate sponsor into the visibility of women’s elite sport leads to over A$7 of customer value for the organisation.

Fan acquisition and engagement is the cornerstone of professional sport, and women’s sport is attracting people who are new to sports fandom. They include "younger, female fans, which is great news for the industry as it shows we are starting to attract a distinctive fanbase," commented Tammy Parlour, CEO and co-founder of Women’s Sport Trust.

“One of the standout differences in the women’s game is the strong sense of community and purpose. It feels more accessible and inclusive, with a genuine connection to fans that creates a special atmosphere both on and off the pitch.” says Ladd.

“The women’s game has a unique opportunity to carve its own path, setting new standards not just in football but in promoting positive values such as equality, diversity, and sustainability,” says Ladd. “I’m passionate about environmental sustainability in football, and I’ve tried to use my platform to highlight this issue."

She is not alone. Female athletes are increasingly using their platforms to speak out about important issues. 100 professional female soccer players signed an open letter urging FIFA to terminate its sponsorship deal with Saudi Arabian oil giant Aramco, in October 2024. They shared their disapproval of the alignment with a corporation that “bears a glaring responsibility for the climate crisis, owned by a a state that criminalises the LGBTQ+ community and systematically oppresses women."

Innes Fitzgerald, a British runner dubbed the "Greta Thunberg of sport" made headlines in 2023 for declining the opportunity to compete in the world cross-country championships, citing environmental concerns of flying to Australia. She has flown since but says, "I will continue to talk about environmental issues in the future, because it’s really important, and I strongly believe that we as athletes have a responsibility.”

Amy James-Turner, soccer player for Tottenham Hotspur believes that "women’s football can be the leaders of change in taking climate action.” She raised awareness of this in 2024 by releasing a report that revealed a majority of 113 players from 36 clubs were very concerned about climate change.

WNBA basketball player for Minnesota Lynx, Napheesa Collier has recently become an ambassador for ocean health. “I want my daughter — and everyone’s kids — to be able to enjoy the same sports that have brought me so much joy and success,” shared Collier.

Major upcoming tournaments, such as the Women’s Rugby World Cup 2025 and UEFA Women’s Euros 2025 are citing record demand for tickets. These marquee events highlight the momentum behind women’s sports and are set to attract larger-than-ever audiences and increasing commercial opportunities.

The rapid growth of women’s sports is a strong business opportunity, but it is also a cultural and social movement reshaping the global sports industry. As female athletes continue to use their platforms to advocate for sustainability, equality, and social justice, their impact extends beyond the field of play.

With record-breaking viewership, expanding sponsorship investment, and a fanbase driven by values, women’s sports presents the chance for brands to align with purpose-driven engagement. Investors and sponsors who recognize this are not only securing financial returns but also contributing to a more inclusive and responsible sports ecosystem.