Deloitte’s latest report on women’s sport paints a compelling picture of rapid financial growth. By 2025, global revenues are set to soar past $2.35bn, with women’s basketball alone projected to generate over $1bn—a staggering 44% increase. But as basketball sprints ahead, women’s football is facing a stark reality check. FIFA’s latest findings reveal that despite the commercial momentum, financial sustainability remains a challenge for many clubs.
This moment represents both an opportunity and a warning for the sports industry. Women’s sport is no longer a niche market—it’s a cultural force commanding serious commercial investment. Yet, the ecosystem remains fragile, with disparities in financial backing, wages, and infrastructure creating hurdles to long-term sustainability.
The Power of Cultural Relevance in Women’s Sport
Women’s sport isn’t just growing; it’s redefining audience engagement. Deloitte’s research highlights how female athletes lead the way in direct fan interaction, making them invaluable brand partners. New sponsors from outside traditional sporting markets are entering the space, recognising the untapped potential in authentic, socially engaged storytelling.
The shift is clear: while men’s sport remains largely driven by broadcast revenue, women’s sport is leveraging cultural relevance to drive commercial partnerships. This isn’t just about airtime; it’s about identity, community, and influence. The rise of women’s basketball proves that when star power, merchandising, and investment align, the financial rewards follow. Women’s football, however, must bridge the gap between visibility and viability.
Women’s Football: The Balancing Act
While global revenues in women’s football are set to rise from $740m in 2024 to $820m in 2025, the financial outlook remains precarious. FIFA’s report reveals that:
🔹 Only four women’s football leagues worldwide have title sponsorship deals worth more than $1m annually.
🔹 67% of top-tier clubs operate at a loss.
🔹 The average global player salary is just $10,900.
This ‘start-up’ narrative is only part of the story. Women’s football has captured hearts and headlines, with record-breaking attendance figures at the FIFA Women’s World Cup and UEFA Women’s Champions League. The audience exists, but the commercial model must evolve. Higher ticket prices, greater broadcast investment, and strategic brand partnerships will be crucial in shifting the sport from a cultural movement to a financially self-sustaining industry.
Why Brands and Investors Should Care
For brands, women’s sport presents a prime opportunity to connect with a passionate, engaged, and socially conscious audience. The growing commercial ecosystem isn’t just about sponsorship—it’s about storytelling, credibility, and alignment with the future of sport. Companies investing now are not only backing a rapidly growing market but also shaping a more equitable sporting landscape.
The sports brands that win in this space will be those that understand how to fuse commercial strategy with cultural impact. Women’s sport isn’t just having a moment—it’s leading a movement. And those who fail to see its potential risk being left on the sidelines.