The growth of women’s sports is not just inevitable—it’s imminent. The question is no longer if women’s sports will become a major economic force, but when. And for astute investors, the time to act is now. The next decade will see women’s sports evolve from an underappreciated niche to a mainstream powerhouse. Those who recognize this shift early and position themselves accordingly stand to benefit from what could be the most significant development in the sports industry since the advent of television broadcasting.
In a TEDx Talk I gave last month titled, The Billion Dollar Blind: Why Women’s Sports is the Investment Opportunity for the Coming Decade,” I made the argument that women’s now have the three things all professional sports businesses thrive on: growing communities of fans, recognizable stars and an appreciation of the skills and talents of the players. These translate into ticket sales, sponsorships and media rights. As an investor, now is the time to invest to build wealth to take part in a transformative time that will reshape the sports landscape for generations to come.
Recent statistics paint a picture of rapid growth and untapped potential in women’s sports. The 2024 Women’s NCAA tournament averaged 19 million viewers with a peak of 24 million for the finals. The WNBA Draft audience increased 511% overall and 668% with female viewers ages 2-17, while overall interest in the WNBA grew 29% between 2023 and 2024.
This momentum extends beyond basketball. The National Women’s Soccer League saw a 17% boost in interest, and England’s Women’s Super League experienced a 52% jump after their 2022 EURO victory. The global women’s sports industry is predicted to break the $1 billion barrier in 2024, a 300% increase from 2021. These invested audiences represent significant purchasing power—a brand’s dream. The advertising potential should translate into strong media rights deals, but historically, women’s sports have been undervalued. As broadcast distribution improves, making games more accessible to fans, the value for sponsoring brands increases, creating a cycle of growth where delivering and measuring ROI drives further investment.
The “Billion Dollar Blind Spot” refers to the oversight by traditional investors who fail to recognize the potential in women’s sports. Key factors contributing to this opportunity include:
1. Undervaluation of women’s sports properties
2. A growing fan base that values gender equality
3. Digital platforms democratizing sports content
4. Companies seeking brand alignment with women’s sports
Investing in women’s sports isn’t just about supporting equality—it’s capitalizing on a market inefficiency. As the sector grows, early investors stand to reap significant returns. Areas ripe for investment include media rights, ath-leisure brands, innovative sports experience startups, training facilities, and specialized marketing agencies.
While the potential is enormous, challenges remain, such as overcoming media biases, developing sustainable league structures, and improving infrastructure. However, as emphasized in my TEDx Talk, the growth of women’s sports is imminent. The question is no longer if women’s sports will become a major economic force, but when. For astute investors, the time to act is now.