Global revenues in women’s elite sports are predicted to reach at least US$2.35 billion (roughly AUD$3.69) in 2025, according to new Deloitte research, with basketball on track to lead the growth.
This is significantly faster growth than previously predicted, signaling the industry’s rapid evolution and market opportunity.
“The growth of women’s sport has continued to exceed expectations as various competitions, leagues, clubs, and athletes generate significant returns, despite limited resources,” said Jennifer Haskel, knowledge and insights lead in the Deloitte Sports Business Group.
“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.”
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.
Last year, revenues surpassed original predictions of US$1.28 billion to hit US$1.88 billion.
Commercial opportunity
Updated figures and projections were calculated based on three main categories of revenue: matchday, broadcast and commercial.
Commercial revenues surpassed US$1 billion for the first time in 2024, making up 55 per cent of women’s sport revenues. This included sponsorships, partnerships, merchandising sales and pre-season tour income.
In 2025, commercial income is predicted to continue representing the largest share of revenue across women’s sports (US$1.6 billion, 54 per cent) as organisations generate greater brand recognition, interest and 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).
“Women’s sport is rewriting the playbook and challenging traditional norms to redefine the future of the industry,” said Haskel.
“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.”
Sports and events
Basketball is on track to become the leading revenue-generating women’s sport globally, according to Deloitte, as the sport benefits from new star athletes, boosting matchday attendances, merchandising sales and facility investments.
Similar to previous years, in 2025, basketball and football are predicted to generate the biggest revenues in women’s elite sports. Globally, women’s basketball is expected to jump from US$710 million in 2024 to US$1.03 billion in 2025, and women’s football is predicted to rise from US$740 million to US$820 million.
predicted to bring in US$1.03 billion (44 per cent) and football is expected to make US$820 million (35 per cent).
In terms of location, 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 in 2025. However, Deloitte expects to see further growth, investment and professionalisation across new and existing markets in the years to come.
Meanwhile, major events and global competitions in the upcoming year are expected to generate significant revenues as well. Namely, the 2025 Rugby Women’s World Cup in the UK has already sold a record number of tickets, and the 2027 FIFA Women’s World Cup will be held in Brazil for the first time, aiming to unlock an emerging market for women’s football.
“Major events are increasing visibility and participation across many sports and geographies,” Haskel said, but she notes that “deliberate action” must also be taken to do the same for domestic leagues and clubs.
“The commercial appeal of women’s sports and its athletes has never been higher, as the sector continues to shine on the global stage,” said Haskel.
“Increasing strategic investment is more important than ever to drive a professional global landscape and create an engaging industry for generations to come.”