Women’s elite sports revenues to surpass US$2.35 billion in 2025

Deloitte predicts that global revenues in women’s elite sports will reach at least US$2.35 billion (£1.88 billion) in 2025. This follows revenues in 2024 surpassing original predictions of US$1.28 billion, to hit US$1.88 billion.

Overall, revenues in women’s elite sports are predicted to have risen by 240 per cent in four years, with Deloitte valuing the market at US$692 million in 2022.

Updated figures and projections were calculated based on three main categories of revenue: matchday, broadcast, and commercial. Commercial revenues, which included sponsorships, partnerships, merchandising sales, and pre-season tour income, surpassed US$1 billion for the first time in 2024, making up 55 per cent of women’s sport revenues.

In 2025, commercial income is predicted to continue representing the largest share of revenue across women’s sports (US$1.26 billion, 54 per cent) as organisations generate greater brand recognition and interest, as well as more lucrative contracts. Deloitte’s projections also show a significant rise in broadcast (US$590 million, 25 per cent) and matchday revenues (US$500 million, 21 per cent).

The two highest revenue-generating sports remain unchanged, with basketball (US$1.03 billion, 44 per cent) and football (US$820 million, 35 per cent) projected to generate the biggest revenues in 2025. Basketball is on track to become the leading revenue-generating women’s sport globally as the sport benefits from new star athletes boosting matchday attendances, merchandising sales, and investment into facilities.

While global women’s football revenues are predicted to rise from US$740 million in 2024 to US$820 million in 2025, women’s basketball revenues are expected to jump from US$710 million to US$1.03 billion.

Jennifer Haskel, knowledge and insights lead in the Deloitte Sports Business Group, said: “The growth of women’s sport has continued to exceed expectations as various competitions, leagues, clubs, and athletes generate significant returns, despite limited resources. Crucially, the industry is moving beyond short-sighted metrics to focus on evolving structures and legacy programmes through enhanced investment and bold action. Industry leaders must strike the right balance between maintaining this growth, establishing strong foundations, and maximising opportunities for long-term success.

“Women’s sport is rewriting the playbook and challenging traditional norms to redefine the future of the industry. In 2025 and beyond, the challenge will be for the sports’ industry, brand partners and investors to do things differently. This will allow them to better understand the opportunities in the market and to capitalise on the current growth trajectory of women’s sports and create an ecosystem where women’s sports can thrive.”

North America (US$1.39 billion, 59 per cent) and Europe (US$420 million, 18 per cent) are predicted to continue as the biggest revenue generating women’s sport markets, but Deloitte expects to see further growth, investment and professionalisation across new and existing markets in the years to come.

The analysis highlights that new investment structures could unlock further investment opportunities and dedicated resources for elite women’s sport brands and businesses to further grow commercial returns.

Meanwhile, major events and global competitions are also expected to generate significant revenues, by igniting a long-term passion for women’s sports with new fans. The 2025 Rugby Women’s World Cup, to be held in the UK, has already sold a record number of tickets, while the 2027 FIFA Women’s World Cup will be held in Brazil for the first time, aiming to further unlock an emerging market for women’s football.

Haskel added: “Major events are increasing visibility and participation across many sports and geographies, but deliberate action needs to be taken after these big moments to drive domestic success for leagues and clubs. It is no longer enough to just host an event – organisers must be bold and think of new ways to engage fans and drive participation even after the champion is crowned.

“The commercial appeal of women’s sports and its athletes has never been higher, as the sector continues to shine on the global stage. Increasing strategic investment is more important than ever to drive a professional global landscape and create an engaging industry for generations to come. To successfully capitalise on this investment, it is crucial for women’s sport organisations to implement the right structures, develop a clear plan for investment, and define a long-term vision for their place within a rapidly evolving global industry.”