Hey Lykkers! Let’s dig even deeper into the booming business of women’s sports—because this isn’t just a trend; it’s a full-on game changer with serious dollars, strategic moves, and cultural shifts behind it. Brands aren’t just “all in” for goodwill—they see massive, authentic value in investing here. So, what’s really fueling this rise?
Let me give you the lowdown with some solid facts and insights.
Explosive Growth in Viewership and Revenue
Women’s sports viewership has exploded in recent years. For instance, the 2023 FIFA Women’s World Cup pulled in a record-breaking 1.39 billion viewers worldwide, according to FIFA’s official numbers.
That’s nearly doubling the audience of the 2019 tournament. It also shattered digital streaming records—showing that younger, digitally native fans are tuning in heavily.
The WNBA also saw a 23% increase in TV ratings during its 2022 season, a jump fueled by high-profile signings and increased media coverage. The NWSL (National Women’s Soccer League) similarly recorded record attendance numbers, with some matches filling entire stadiums previously reserved for men’s leagues.
This rising audience means advertising dollars are following. The women’s sports market is projected to grow to $1 billion+ in revenue in the next few years, a huge jump from just a few years ago.
Sponsorship Dollars Flowing In
Sponsorship investment in women’s sports is on the rise globally. A 2023 report from Nielsen Sports found that global sponsorship spending on women’s sports grew 30% between 2020 and 2022. Companies recognize women’s sports deliver strong returns on investment with engaged audiences who are loyal and brand-conscious.
Key sponsors include:
- Visa, a FIFA Women’s World Cup global sponsor, invested heavily in grassroots women’s soccer programs worldwide to build long-term growth.
- Barclays sponsors the Women’s Super League (WSL) in England, pushing women’s soccer visibility to new heights.
- Coca-Cola launched “#SheIsSport” campaigns celebrating female athletes across multiple sports worldwide.
- Nike’s long-running commitment to women’s sports includes the launch of the “Dream Crazier” campaign, promoting female empowerment through sports.
Social Media & Athlete Influence
Female athletes tend to have massive, authentic social media followings. For example, Naomi Osaka has over 7 million Instagram followers, while Megan Rapinoe and Alex Morgan are influential voices not only in sports but also on social justice and equality issues. This social capital is invaluable for brands looking for genuine connections with diverse audiences.
Athlete-led initiatives and direct fan engagement on platforms like TikTok and Instagram create organic buzz that traditional ads often can’t match. Brands partner with athletes to co-create content, making campaigns more relatable and impactful.
Growing Equity and Pay Raises
One of the most significant shifts is the push for equal pay and better contracts in women’s sports. The US Women’s National Soccer Team successfully fought for equal pay with their male counterparts after years of advocacy, winning a landmark settlement in 2022. This sets a precedent worldwide and boosts the visibility and credibility of women’s sports.
Improved salaries attract more talent, increase competitiveness, and raise the quality of the leagues, drawing even more fans and sponsors.
Youth Development & Grassroots Investment
Brands are also funding youth programs to nurture the next generation of female athletes. Nike, Adidas, and others run clinics and scholarships to encourage girls to play sports from a young age. This long-term investment ensures that women’s sports continue growing sustainably and inclusively.
The Business Case Is Clear
Investing in women’s sports isn’t just socially responsible—it’s smart business. Women control over 40% of global consumer spending, and many consumers prefer brands that promote gender equality. Supporting women’s sports builds brand loyalty, opens new markets, and aligns companies with progressive values.
Final Thoughts
So Lykkers, the business of women’s sports is a dynamic mix of booming viewership, smart sponsorships, athlete influence, and social progress. It’s a market that’s rapidly evolving, breaking records, and redefining what success looks like in the sports industry. For brands and fans alike, this space is not just exciting—it’s essential.
Want me to share some tips on how to get involved or support women’s sports? Just say the word!
The Business of Women’s Sports: WNBA Growth and Brand Power
Video By "Knowledge at Wharton"
