For years, women’s sports were sidelined, with critics claiming there was no audience or financial viability. However, the recent surge in interest, sponsorships, and investments proves otherwise.
From new leagues and record-breaking attendance to high-profile media deals, the women’s sports industry is experiencing unprecedented growth. This article explores how the market has evolved, the financial opportunities missed in the past, and what the future holds for women’s sports.
The Boom in Women’s Sports
In just the past few weeks, several groundbreaking developments have reshaped the women’s sports landscape:
- Unrivaled, a 3×3 basketball league featuring top players, officially launched.
- The NCAA elevated women’s wrestling to championship status.
- A new professional volleyball league—the fourth of its kind—was announced for 2025.
- The Professional Women’s Hockey League (PWHL) set a U.S. attendance record with 14,018 fans in Denver.
- The Indiana Fever revealed plans for a dedicated, state-of-the-art training facility.
- Chelsea FC reportedly agreed to a record-breaking $1 million transfer fee for U.S. women’s national team star Naomi Girma.
- WNBA and NWSL franchises continue to rise in value, with star players like A’ja Wilson, Caitlin Clark, and Angel Reese launching their own signature shoe lines.
Additionally, media platforms dedicated to women’s sports, such as Good Game with Sarah Spain, are helping fill the gap in coverage, making it easier for fans to stay connected.
The Cost of Ignoring Women’s Sports
For decades, decision-makers in sports and media dismissed women’s sports, claiming there was no financial return. However, this approach has led to significant missed opportunities:
- FIFA only began selling women’s World Cup media rights separately in 2023, meaning networks had previously broadcasted record-breaking games essentially for free.
- The WNBA once averaged 1.5 million households per game on NBC, but after shifting to ESPN2, ratings and advertising revenue dropped.
- The NCAA bundles women’s basketball with 39 other championships, selling media rights for $115 million annually, even though an independent study valued the women’s tournament alone at up to $112 million.
- The sports merchandise industry loses an estimated $4 billion annually by underestimating demand for women’s sports gear.
Had these organizations recognized the potential earlier, they could have capitalized on a massive and growing market.
Overcoming Bias and Building a Sustainable Future
Many of the challenges women’s sports face stem from a cycle of underinvestment:
- Games receive poor time slots and minimal promotion, leading to lower ratings.
- Leagues struggle financially due to inadequate facilities and lack of merchandise availability.
- Women’s teams play in subpar venues, reducing fan engagement.
Despite these challenges, the tide is turning. New professional leagues are securing major TV deals, and brands like Nike are investing in women’s basketball programs.
Sports economist David Berri points out that societal biases often prevent decision-makers from recognizing long-term opportunities. However, now that women’s sports have proven their marketability, major investors are scrambling to get involved.
The Future of Women’s Sports: A Golden Opportunity
With growing fan engagement, rising valuations, and expanding media coverage, women’s sports are no longer a niche market—they are a major business opportunity. Companies that continue to overlook this space risk being left behind.
As Sarah Spain puts it, this isn’t an “I told you so” moment—it’s a “Not too late” moment. Decision-makers must rethink their approach, invest in better coverage, and maximize economic opportunities before they fall further behind.
The transformation of women’s sports from an overlooked market to a booming industry proves that investment, visibility, and quality play a crucial role in financial success. For too long, outdated beliefs held back growth, costing not just women athletes but also the businesses that ignored their potential.
However, with new leagues, sponsorships, and media deals emerging rapidly, those willing to invest in women’s sports today will reap the rewards tomorrow. The question now is: Who will seize the opportunity, and who will be left behind?
