Revenues in elite women’s sports are growing at an unprecedented rate, with new research from Deloitte forecasting global revenues to reach at least $2.35bn by 2025. Women’s basketball is leading the charge, projected to generate over $1bn in revenue in 2025, a 44% increase compared to previous years. This growth comes after Deloitte reported that women’s sports revenues surpassed $1bn for the first time in 2024, ultimately reaching $1.88bn by the end of the year—a 240% increase over four years.
WOMEN’S FOOTBALL FACES FINANCIAL CHALLENGES
While Deloitte’s findings highlight the rapid growth of women’s sports, a separate report from FIFA reveals the financial struggles many women’s football clubs and leagues still face. FIFA’s survey of 669 clubs across 101 territories found that the average salary for players globally is just $10,900. Additionally, operating expenses for leagues in the 24 highest-ranked territories are 71.1% higher than their average operating revenues, with only four leagues securing title sponsorship deals worth more than $1m annually.
FIFA’s report also notes that 67% of top-tier women’s football clubs are operating at a loss year-on-year, with the sport still in what FIFA describes as the “start-up business” phase. Match-day revenues remain low, with global average attendances of 1,713 and ticket prices averaging $9.30 for adults and $4.60 for concessions. Only 20% of women’s football clubs currently offer season tickets.
WOMEN’S BASKETBALL LEADS THE WAY IN REVENUE
Deloitte’s projections show that women’s basketball is outpacing women’s football in revenue growth, with revenues expected to rise from $710m in 2024 to $1.03bn in 2025. In comparison, women’s football revenues are forecast to grow from $740m in 2024 to $820m in 2025. Jennifer Haskel, knowledge and insight lead at Deloitte’s Sports Business Group, highlighted the immense growth in the global women’s sports market, stating: “Commercially, there’s so much opportunity for growth because we know the women athletes are more likely to engage with fans on their social posts.”
Haskel also noted that new brands are entering women’s sports sponsorships, often from industries without a traditional sporting background, recognizing the value and leverage of women’s sports organizations. Commercial revenues are expected to drive this growth, far outweighing broadcast incomes in the short term.
LONG-TERM PROJECTIONS FOR WOMEN’S SPORTS
Haskel predicts that women’s football will eventually overtake women’s basketball in revenue due to the sheer number of assets and the ongoing professionalization of the sport globally. “In basketball, we’re starting to see that star-power really take hold, with athletes securing major commercial deals and merchandising increasing significantly,” she added. However, the professionalization journey in women’s football is expected to support long-term revenue growth.
GENDER DISPARITY IN WOMEN’S FOOTBALL
FIFA’s report also highlights the lack of women in managerial roles within women’s football. Globally, only 22% of head coach positions are held by women. Jill Ellis, FIFA’s chief football officer, commented: “While we cannot improve this figure overnight, by unearthing and analyzing the data, we can understand where we need to continue to invest, implement, and evolve our women’s coach development programs to unlock more opportunities for women and empower everyone working in women’s football.”
Despite these challenges, the rapid growth in revenues and commercial interest in women’s sports signals a promising future for the industry, with basketball and football leading the way.
