The women’s sports industry is booming—exciting women’s sports fans and women athletes alike—and showing an economic impact.
Research on women’s sports
Some recent research helps shed light on the potential economic impact of the growth in women’s sports. The Economy of Sports unpacks the value of women’s professional sports in a two-part report released in 2024.
In regard to the rapidly expanding women’s sports ecosystem, below are some nuggets from the RBC-launched research in partnership with Wasserman and The Collective:
- Women athletes have a passionate, purpose-driven fanbase that rewards brands, teams and owners. Live gameday attendance for the Women’s National Basketball Association (WNBA) increased by 48% and attendance for the National Women’s Soccer League (NWSL) rose 42%.
- Growth isn’t limited to game attendance. Each league’s broadcast viewership is projected to increase in three years by over 32% for the WNBA and over 24% for the NWSL. The organic expansion of live and broadcast audiences will drive over 63% of the new value for league teams.
- Based on analysis of over 40 characteristics, total team valuations for the WNBA and the NWSL are predicted to increase from $2.6 billion in 2023–2024 to $4.3 billion in 2027—a gain of over $1.6 billion with more room for growth as the estimated forecast does not include infrastructure development nor media rights deals.
- Another driver in these valuations is high-value sponsorship. For example, a jersey patch sponsorship for a high-value WNBA or NWSL team can sell for $1.7 to$2.1 million annually.
Game-changing
Also according to The New Economy of Sports, fans are 89% more likely to have been inspired by a woman athlete to take some form of action. Through their positive impact on highly engaged fan bases, women athletes have the power to positively influence brand perception and drive social change.
This provides investors, sponsors and brands with an opportunity to embrace the unique value model offered by women athletes.
Historically, professional women’s sports have not had the same access to mainstream platforms and financial resources as their male counterparts, yet there’s a change occurring in the multibillion-dollar global sports ecosystem. With attendance and viewership booming, the landscape for women athletes, franchises and leagues is evolving and positioned for unparalleled expansion.
Source: The New Economy of Sports report, 2024