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The business of women in sport and sporting goods
Women are reclaiming sports and the business surrounding it — from league revenues and female athlete deals to the founders, investors, and executives reshaping the sporting goods industry. It is their game, and we follow the money.
IN THE SPOTLIGHT
Women’s football: state of play
196 million fans. €500m revenue. 75% of clubs without a kit sponsor. The white space in women’s football is larger than the industry thinks.
Women’s elite sports set to crack $3bn globally
Deloitte forecasts women’s elite sports topping $3bn in 2026 – we unpack what the revenue surge means for brands, licensors and retailers.
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The news, analysis and competitive signals that matter — curated for industry professionals.
Sign up for freeTHE DESIGN GAP
Women’s shoes still don’t fit
A new study shows most running shoes are still built for men’s anatomy — leaving women runners with discomfort, fit issues, and preventable injuries
LEADERSHIP & GOVERNANCE
Women still wait for a seat at the top: the 2026 data
Women hold 30 percent of board seats and 24 percent of executive roles in sporting goods. The numbers are improving — but barely.
INNOVATION
Advanced materials brand enters women’s activewear
The Hong Kong brand’s debut women’s range uses graphene-infused fabric designed to move from morning workouts to the office and back.
FOUNDER, LEADERS, INVESTORS
SPORTS ECONOMY
LA media startup Allez! Sports targets brand deals
The Los Angeles startup targets brand collaborations two months after launch, drawing 56,000 YouTube subscribers and 400,000 documentary views.
Women’s elite sports set to crack $3bn globally
Deloitte forecasts women’s elite sports topping $3bn in 2026 – we unpack what the revenue surge means for brands, licensors and retailers.
Women’s football: state of play
196 million fans. €500m revenue. 75% of clubs without a kit sponsor. The white space in women’s football is larger than the industry thinks.
Women’s sport investment: “The math is persuasive”
Project Level is betting on women’s sports as a top growth play, backed by early traction in soccer and volleyball.
Project B wants to be basketball’s first true luxury platform
The new global women’s basketball league is building its apparel business like a luxury house. Here’s what it is.
WPA and IPPA seek to boost women’s padel in Asia
New alliance aims to boost memberships, train coaches and professionalize the sport across the continent.
U.S.: League One Volleyball names first commissioner
Former Nike and Jordan Brand executive Sandra Idehen joins as first commissioner to scale American League One Volleyball into a professional league operation.
KKR continues to invest in sports, report says
The American investment giant is negotiating to acquire Global Sport Group, which holds stakes in sporting properties across Europe, Sky News reports.
FIFA announces $2.3m women’s club prize
The governing body unveils record-breaking prize money for the inaugural Women’s Champions Cup.
Another football tournament heads to Qatar
Qatar is negotiating with Fifa to stage the first Women’s Club World Cup in January 2028, according to The Guardian.
IOC announces 15 organizations and individuals joining the Grassroots365 Innovation Incubation initiative
The Grassroots365 Innovation Incubation initiative is part of the Olympism365 Innovation Hub.
WSL and Anomaly launch ‘Watch this’ to kick off 25/26 Season
WSL Football and creative agency Anomaly have revealed a new integrated campaign designed to drive excitement for the start of the 2025/26 season.
Women’s football is all the rage – here’s why (and how) brands should get on board
With unprecedented attendance, surging digital engagement and a fanbase that values purpose over hype, women’s football is no longer playing second fiddle. Savvy brands are seizing the moment.
A league of its own: Is Unrivaled the future of women’s sports?
We explore the changes and opportunities of the new women’s basketball league.
BRANDS AND PRODUCTS
NFL champion, NWSL star back cleat startup Caddix
The Baltimore startup targeting ACL and lower-body injury reduction secures backing from a Super Bowl quarterback and an NWSL defender.
Advanced materials brand enters women’s activewear
The Hong Kong brand’s debut women’s range uses graphene-infused fabric designed to move from morning workouts to the office and back.
Nike grounds women’s streetwear in sport DNA
Nike’s new trio of women’s silhouettes fuses athletic DNA with streetwear aesthetics – with Noir releasing March 20.
Volleyball finally gets its own female apparel brand
Corts, a female-founded LA label, enters a sport with 800,000 young US players and no dedicated apparel incumbent.
Branwyn lands on The Lead’s Foremost 50
Oregon-based challenger earns industry recognition for applying seamless knitting to natural fibers in women’s next-to-skin performance apparel
Nike’s After Dark run sparks debate
Nike’s After Dark Tour brought 5,000 women runners to London for a night event, but backlash followed after reports of men joining the race.
Hettas Crowdfunds Growth for Women’s Footwear
Canadian women-focused running shoe brand Hettas begins equity crowdfunding on FrontFundr, inviting community investors to join its mission and fuel new product-and-research growth.
KNWLS x Nike: Athletic Elegance Redefined
KNWLS and Nike launch an eight-piece women’s collection, merging performance innovation with sculptural, high-femme design.
Asics helps reimagine physical education kit for UK girls
The “Undropped Kit” has been designed in collaboration with UK teenagers and their partners.
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Fitness EconomyBusiness intelligence on the fitness economy: gyms, studios, connected platforms, tech adoption, and trends driving sporting goods demand. Explore Fitness Coverage → |
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Sports ParticipationWhich activities are growing or declining: participation trends, sports and hybrid formats, and behavioral shifts that drive sporting goods demand. Explore Sports Participation → |
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Athlete EconomyAthletes as entrepreneurs, investors, and brand builders — tracking the ventures, deals, and partnerships reshaping the sporting goods industry. Explore Athlete Economy → |
Intelligence, analysis and advice for the global sporting goods industry.
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