Women’s sports are not just a social cause; they represent a booming new economy. For too long, top female athletes have been overshadowed by their male counterparts, but today, the landscape has changed. As Karell Émard, Canadian hockey player and player agent, aptly puts it: “You have to see it as a start-up. It will take people who believe in us, who see the value in this…” And that investment is already proving to be highly profitable.
A Growing Market with Solid Figures
Women’s sports are no longer a byproduct of men’s sports; they are a viable and expanding business. In 2023, an Australian study revealed that every dollar invested in women’s sports generated a return of $7.29. Audience figures also support this trend: the 2023 FIFA Women’s World Cup attracted approximately 2 billion viewers, demonstrating the massive public interest. Additionally, the 2024 NCAA Women’s Basketball Final was watched by 18.9 million people, surpassing the men’s final audience (14.8 million).
This growth is no coincidence. With increased media coverage and outstanding performances on the field, women’s sports are capturing the attention of fans, sponsors, and media outlets. Between 2018 and 2021, the volume of women’s sports broadcasts grew by 50%, according to ARCOM. Streaming platforms, social media, and television networks have realized that demand exists and is on the rise.
Investment with Impact: Gender Equality and Profitability
Supporting women’s sports is not just a smart business decision; it is also a statement of principles. While male athletes have unlimited resources to optimize their performance, many female athletes still face economic and logistical barriers. The lack of financial support in clubs and leagues limits their development and growth opportunities.
In a world where consumers, especially younger ones, seek brands aligned with their values, companies investing in women’s sports strengthen their image of inclusion and equity. It is no coincidence that many leading brands are making significant commitments to sponsoring female teams and athletes—the return is not only financial but also reputational.
A Long-Term Business and Social Strategy
The growing popularity of female athletes is redefining the rules of the game. Investing in women’s sports can no longer be seen as mere philanthropy; it is a commercial and social strategy with enormous growth potential.
With a loyal and expanding audience, a booming market, and strong media backing, companies that invest in women’s sports today will be ahead of the curve. It is not just about promoting equality but also about seizing one of the most promising opportunities in the sports industry.
The time to invest is now.
