Women’s sports have steadily risen in recent years, gaining popularity and attracting more investment. According to Deloitte, global revenues in the sector are expected to surpass an impressive £1.8 billion by 2025. This marks significant growth from around £1.4 billion in 2024, representing a threefold increase in value over just four years.

Leading the way is women’s basketball, which is set to top the revenue charts with more than £790 million this year – up 44% from previous figures. Meanwhile, women’s football is projected to grow from £585 million in 2024 to £650 million in 2025. This signals a notable shift, as basketball overtakes football in earnings, though both remain strong.

Deloitte attributes much of this growth to commercial revenue, which is expected to make up 54% of the total by 2025. In comparison, more traditional income streams like broadcasting are predicted to contribute only 25%, with match-day earnings at 21%.

Jennifer Haskel, Deloitte’s insights lead, pointed out that rising social media engagement with women athletes is attracting brands that previously overlooked sports sponsorships, opening up new investment and commercial opportunities.

However, despite these promising figures, a recent FIFA report paints a less optimistic picture. It highlights the financial struggles facing many women’s football clubs worldwide, with the average salary for female players at just £8,430. Even more concerning, 67% of top-tier clubs are operating at a loss, raising questions about financial sustainability.

Another major challenge is match-day revenue, with average attendance at just 1,713 spectators and adult ticket prices around £7.20. Many clubs are finding it difficult to break even, often compared to a “start-up” requiring ongoing investment before turning a profit.

FIFA’s report also highlights the lack of women in managerial roles, with only 22% of head coaches in women’s clubs being female. Jill Ellis, FIFA’s chief football officer, stressed the need for systemic changes to increase opportunities for women in coaching and leadership positions.

These findings paint a mixed picture for women’s sports. While the growth and commercial potential are obvious, financial and structural challenges need urgent attention. Interest in women’s sports continues to rise, particularly in the UK, where events like the Rugby Women’s World Cup are generating excitement. But to ensure sustainable growth, stronger infrastructure and investment are needed.

Upcoming tournaments, such as the Rugby Women’s World Cup in England and the FIFA Women’s World Cup in Brazil in 2027, are expected to further boost popularity and revenues. These events highlight the increasing commercial appeal of women’s sports and the opportunities for smart investment and engagement.

While Deloitte’s outlook is optimistic, stakeholders - from brands to investors -  need to tackle core challenges and increase investment to ensure that women’s sports can continue to break barriers, creating a more inclusive and thriving industry for generations to come in the UK and beyond.