Once relegated to the sidelines, women’s sports are now roaring into the spotlight. In just a few short years, global revenue is set to soar past $2 billion, a sign of the massive shift underway. When we think of the word “sport,” names like Messi, Bolt, Federer, and LeBron come to mind. But where are the women in this conversation? Why have their incredible achievements been so frequently overlooked?
While the media is still obsessed with male athletes like Kylian Mbappé and Cristiano Ronaldo, female sports stars like Alex Morgan, Ilona Maher, and Sabrina Ionescu are rewriting the rulebook—pulling in record viewership and securing multimillion-dollar contracts. Women are not just participating; they’re dominating, and the numbers make it clear: it’s time to pay attention.
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According to Deloitte’s latest report, women’s sports are on track to exceed $2 billion in global revenue by 2025, a landmark achievement that signals the undeniable growth of the sector.
The Financial Surge: Women’s Sports Go Big
Deloitte projects that by 2025, women’s sports will generate $2.35 billion globally, up from $1.88 billion last year. This marks the first time the industry has surpassed the $1 billion threshold, and the growth is staggering. Compared to 2023, when the sector made $981 million, that’s nearly a 150% increase. In 2022, the number was just $692 million—proof of how fast this market is expanding.
As it stands, advertising is expected to make up over half (54%) of all revenue by 2025, followed by broadcasting (25%), and matchday revenue rounding out the rest. This sharp rise in revenue is being driven by factors like record-breaking TV deals, social media engagement, and increasingly lucrative sponsorships.
From Potential To Powerhouse
What was once a promising but underdeveloped market is now a multi-billion-dollar industry. “We’re not in the business of proving the value of women’s sports anymore,” said Pete Giorgio, leader of Deloitte’s Global Sports Practice. “Now it’s about expansion, sustaining growth, and building a foundation for the long-term.” He points to the crucial need for further investment, infrastructure, and opportunity to ensure that this momentum doesn’t just continue but accelerates.
Basketball and soccer lead the charge, with women’s soccer accounting for 39% of global revenue last year, just ahead of basketball’s 38%. However, this year, Deloitte predicts that basketball will edge ahead, with projected revenue of $1.03 billion, or 44% of the global total, compared to soccer’s $820 million (38%).
Regional Shifts: North America Leads, Europe Follows
North America continues to dominate the women’s sports revenue landscape, projected to account for 59% of total global revenue by 2025. That’s $1.39 billion—up from 56% last year. Meanwhile, Europe remains the second-largest market, set to generate 18% ($420 million) of global revenue in 2024.
But the global picture isn’t just about North America and Europe. Countries like Morocco, Japan, and Australia are also starting to embrace women’s sports, with soccer taking the lead in terms of growth. Increased exposure through social media, merchandise sales, and strategic investments in sports infrastructure are helping to open new doors.
Breaking Barriers, Opening Doors
Athletes like rugby star Ilona Maher, who has become a social media sensation, are not only shattering stereotypes—they’re also paving the way for future generations of women in sports. Her rise, fueled by increased fan engagement and merchandise opportunities, reflects the broader trend of women’s sports breaking free from long-held limitations.
With more visibility, better pay, and growing audiences, women’s sports are no longer the underdog. They’re a driving force, attracting attention, investment, and the global recognition they’ve long deserved. The future is female—and it’s already here.
