A Breakout Year for Women’s Sports

If 2023 was the growth year for womens sport, then 2024 is quickly becoming the breakout year, with figures such as these out of the US 📈

The success seen across NCAA Women’s Basketball through viewership records, Name Image and Likeness (NIL) deals being struck by female athletes and recent comparisons with some of the National Basketball Association (NBA)’s elite, are but one example of the strength of women’s sport. The global success is also hardly surprising, following the groundwork laid in 2023 through events such as the FIFA Women's World Cup™ , which generated an estimated $570 million (USD) and shattered viewership records on Australian soil.

The question remains - when will the growth of women’s sport plateau? I find no reason to suggest it will anytime soon. In fact, and as we have already seen, I expect not only another high growth year, but a breakout one - with large scale (and commercially hybrid) playing contracts, a global revenue of $1.2 billion (USD)(per Deloitte) and a calendar littered with global events including an Olympic Games and Cricket T20 World Cup (just to name a few)…