Women’s Sports: From Cost Center Perception to Commercial Powerhouse

Introduction: Perception vs. Commercial Reality

Women’s sports have long been viewed by many clubs and investors as a philanthropic cost center or a secondary add-on – a nice-to-have for social image, but not a serious business driver. This outdated perception persists despite mounting evidence that women’s sports represent one of the fastest-growing opportunities in the sports industry. In recent years, global revenues in women’s elite sports have surged past the billion-dollar mark, soaring from $1.88 billion in 2024 to a projected $2.35 billion in 2025. What was once seen as mere potential is now a thriving, billion-dollar industry, with the conversation no longer about proving value but about scaling for the future through proper investment and infrastructure. This report analyzes why current underinvestment in women’s sports is commercially short-sighted, examining key areas – from sponsorship and media rights to resourcing and integration – where women’s teams are undervalued. We present data-backed insights showing that treating women’s sports as a secondary asset means leaving substantial revenue, audience growth, and brand value on the table.

Chronic Underinvestment in Key Areas

Fan Engagement and Marketing Gaps

Clubs and leagues frequently underfund marketing and fan engagement for women’s teams. Women’s sports receive only a fraction of media coverage and promotional resources. This limited visibility is a self-fulfilling cycle: with fewer dedicated marketing campaigns, fan events, and storytelling around female athletes, public awareness remains lower than it could be. In a 2025 survey, nearly 40% of fans said brands aren’t doing enough to support women’s sport and almost 30% felt unsure how to engage – indicating an engagement strategy gap. Half of UK sports fans feel more positive toward brands that sponsor women’s sport (rising to 63% among young adults), and 49% want more behind-the-scenes content featuring female athletes. These figures show an enthusiastic audience that is hungry for content and connection – yet many clubs fail to capitalize, allocating minimal budget to women’s team social media, fan clubs, or community outreach.

Sponsorship and Commercial Integration Shortfalls

Sponsorship of women’s teams remains an afterthought for many brands and clubs. It’s common for women’s squads to be left out of main sponsorship packages or pitched separately as a “bonus” asset. Only 6% of Fortune 500 companies have sponsorship deals with women’s leagues, compared to 20% that sponsor men’s leagues. Even when companies do sponsor women’s teams, activation is often limited – nearly 30% of women’s sport fans cannot name a single sponsor of their team or league, pointing to low visibility and inclusion in promotions. Many clubs also fail to include women’s teams in their commercial decks and contracts with sponsors. Such practices not only undervalue the women’s asset, but also diminish the sponsor’s opportunity to reach the broader fanbase.

Media Rights and Broadcast Disparities

Media rights for women’s sports have historically been undervalued or ignored, limiting both revenue and exposure. Major women’s competitions were often bundled with men’s or lesser properties for free or nominal fees. For instance, until 2023, the National Women's Soccer League (NWSL)’s broadcast deal was worth only $4.5 million total over three years. In contrast, new media partnerships announced in late 2023 will pay $240 million over four years – a 50-fold increase in annual value. Underinvestment in broadcast production and promotion also kept audiences small. Even so, where media did give women’s sports a chance, fans responded. Women’s sports have recently seen unprecedented digital growth, with TikTok views on top women’s sports accounts more than doubling year-on-year in early 2025.

Resource and Infrastructure Inequities

A core issue is the lack of parity in resourcing – women’s teams typically receive a fraction of the budgets, facilities, and support staff that men’s teams do. This gap in resources manifests in inferior training facilities, smaller coaching and medical teams, minimal marketing spend, and lower quality game-day experiences. Prize money and player wages remain dramatically lower in women’s sports, which historically signaled to athletes and audiences that the women’s side was “less important.” While those gaps are slowly narrowing, the shortfall in financial commitment has constrained women’s sports growth. Each incremental investment yields returns – improved facilities and more professional environments directly improve the product and fan satisfaction.

Limited Integration into Core Operations and Brand

Women’s teams are often siloed rather than fully integrated into club operations and branding. Few clubs market their women’s players as club superstars or create combined events and cross-promotions. It’s rare to see sponsor activations feature both the male and female athletes from the same club. The most forward-thinking brands are beginning to insist on integrated approaches. Sponsors like Visa and Just Eat Takeaway.com now publicly demand parity and visibility for women’s sport across all commercial rights.

Missed Opportunities from a Secondary Treatment

By treating women’s sports as a liability or side project, clubs and sponsors are forfeiting significant revenue streams and brand growth opportunities:

• Untapped Sponsorship Value: 94% of Fortune 500 brands have no sponsorship presence in women’s leagues.
• Missed Brand Loyalty and Consumer Reach: 30% of consumers feel more positively toward brands sponsoring women’s sport; 9.96 million UK adults are more likely to purchase from those brands.
• Stunted Audience Growth and Media Revenue: The NCAA women’s basketball championship drew 10 million average TV viewers in 2023; the NWSL’s new media rights deal jumped 40x.
• Lost Merchandise Sales: The U.S. women’s merchandise market is valued at $4 billion annually, with most products regularly sold out due to under-supply.
• Diminished Club Brand and Community Growth: Clubs that elevate women’s teams see reputational gains and attract younger, more diverse, and more loyal fans.

The Business Case: Women’s Sports as a Growth Asset

Women’s sports offer growth, scalability, and ROI. Sponsorships are growing at 12% YoY, and 86% of sponsors report returns that meet or exceed expectations. Brands benefit from values alignment, emotional resonance, and access to a high-intent, culturally relevant audience. Women’s teams offer clubs and investors a chance to diversify revenues and future-proof their brands.

Conclusion: The Cost of Doing Nothing

Continuing to treat women’s sports as a secondary asset is no longer sustainable. The commercial case is clear, and the growth is measurable. Investors, clubs, and sponsors who fail to act now risk losing ground to those who recognise that women’s sports is not a charity play—it’s a business advantage.

Sources (Available on Request)

• Deloitte Women’s Sports 2025 Report • Women’s Sport Trust Consumer View (2025) • Sports Innovation Lab Fan Project + Klarna • Nielsen / PepsiCo Global Football Report • Sky Sports & Gemba Fandom Study • Front Office Sports & WNBA / NCAA Viewership Data • SponsorUnited & Forbes Insights • Pitch15 Research & Investment Materials

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