According to a new report by consulting firm Deloitte, women’s elite sports will generate global revenues of US$1.28 billion in 2024, surpassing the US$1 billion milestone for the first time. This total will also mark an increase of more than 300 percent from Deloitte’s previous valuation in 2021. These projections are based on public data.
By revenue category, commercial revenues (club sponsorships, partnerships, and merchandising sales) currently account for 55 percent of total revenues at $696 million, followed by broadcast ($340 million, 27 percent) and matchday ($240 million, 18 percent) revenues. The three main revenue categories for women’s and men’s elite sports are the same (commercial, broadcast, and matchday). Still, while commercial revenues currently represent the largest share in women’s sports, according to Deloitte’s analysis, revenues generated from the sale of broadcast rights are the primary contributor to men’s elite sports. Deloitte expects commercial income to have the most significant impact on revenues for women’s elite sport in the near future.
By sport, football ($555 million, 43 percent) and basketball ($354 million, 28 percent) are forecast to be the two most valuable women’s sports in 2024. Tennis will likely take the third spot at 5 percent. By geography, the largest geographical markets in 2024 are forecast to be North America ($670 million, 52 percent) and Europe ($181 million, 14 percent).
Global competitions like the FIFA Women’s World Cup, the Ladies Professional Golf Association (LPGA) tour and the Women’s Tennis Association (WTA) tour are expected to account for 33 percent ($425 million) of the forecast total in 2024. Deloitte also said that sponsorship revenues for the 2027 Women’s World Cup cycle are expected to outperform the 2023 event, as FIFA and global brands are implementing more developed sponsorship strategies dedicated to women’s football, with new commercial partners leveraging the opportunity.
On the occasion of the 2023 FIFA Women’s World Cup in Australia and New Zealand, FIFA unbundled the commercial rights to the competition for the first time, netting $308 million in sponsorship revenues. FIFA secured 30 partners for the competition, representing a 150 percent increase compared to the 2019 edition of the tournament.
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