Breaking Barriers: The Rise of Women's Elite Sports
Elite women's sports global revenues projected to exceed $2.35 billion, Deloitte confirms, yet inequalities remain prevalent
2025 is set to be a milestone year for women's sports as global revenues soar past the $2.35 billion mark, according to Deloitte's latest projections. This figure represents a substantial leap from the 2022 market size, tripling the revenue generated just a year ago.
The consulting firm's updated report, released this week, labels 2024 as a groundbreaking year for women's sports, surpassing Deloitte's initial projections and shattering expectations.
Recent headlines have highlighted women athletes' achievements, such as the Paris Games' women Olympians generating over 50% of social media engagement despite shorter airtime and the WNBA securing a new broadcast deal due to record interest and viewership. Moreover, the NWSL players secured a new Collective Bargaining Agreement, and AC Milan became the first European soccer club to guarantee automatic contract renewals for pregnant players in their final contract year.
However, the report underscores persistent disparities within sports, markets, and even among leagues. Basketball and soccer are expected to lead as the highest revenue-generating sports at 44% and 35%, respectively. North America (59%) and Europe (18%) also dominate the global revenue landscape.
Even in the profitable basketball and soccer sectors, chasms remain. For instance, FIFA's recent Women's Football Benchmarking Report revealed that the average women's soccer player earns $10,900 a year. Yet, this figure is skewed by the 16 global clubs that pay an average salary above $50,000, leaving many athletes earning far less than this reported average.
The report's implications go beyond salaries. Higher-paying clubs are more likely to offer non-financial benefits such as health insurance and housing assistance. Moreover, clubs from FIFA-defined Tier 2 and 3 leagues are less likely to offer year-long contracts. FIFA's findings also indicate a correlation between higher salaries and better on-field performances.
Jennifer Haskel, Deloitte's Sports business group knowledge and insights lead, acknowledged the positive signs in women's sports but emphasized the need for further improvement. "Women's sports are fundamentally reshaping the industry by overturning traditional conventions and setting a new course for the future," she said in the report.
Haskel emphasized the importance of "adopting a long-term, venture capital approach to strategic investments that prioritize societal impact over immediate financial returns." She also stressed the necessity for women's sports organizations to establish the right structures, invest wisely, and develop a long-term vision for their place in the rapidly evolving global industry.
In 2024, the WNBA is expected to continue its growth trajectory, securing a new broadcast deal due to record interest and viewership. However, despite this progress, discrepancies in pay and benefits among women soccer players persist, with many earning far less than the average reported figure. To address these issues, Deloitte's report suggests a long-term, venture capital approach to strategic investments in women's sports, emphasizing societal impact over immediate financial returns and establishing the right structures for sustainable growth in the rapidly evolving global sports industry.
