Women’s elite sports are set to generate a record $2.35 billion in revenue this year, more than triple the market size in 2022, according to a new report by Deloitte. While this marks a historic milestone, the report also highlights ongoing financial and structural disparities across leagues and regions.
A Landmark Year for Women’s Sports
Deloitte’s latest projections describe 2024 as a breakthrough year for women’s sports, with significant growth in matchday earnings, broadcast rights, and commercial deals. “Women’s sport is rewriting the playbook and challenging traditional norms to redefine the future of the industry,” said Jennifer Haskel, Deloitte Sports Business Group’s knowledge and insights lead.
Major milestones in the past year include women Olympians at the Paris Games generating over 50% of social media engagement despite limited coverage, record-breaking WNBA viewership, a new NWSL Collective Bargaining Agreement, and AC Milan’s groundbreaking policy guaranteeing contract renewals for pregnant players.
Basketball and Soccer Dominate Revenues
Basketball and soccer continue to lead women’s sports revenue, accounting for 44% and 35% of total earnings, respectively. North America remains the most lucrative market, making up 59% of global revenues, followed by Europe at 18%.
However, financial gaps persist even within these top sports. FIFA’s Women’s Football Benchmarking Report found that the average women’s soccer player earns just $10,900 annually. This figure is skewed by the 16 highest-paying clubs that offer salaries above $50,000, meaning most players earn significantly less.
Beyond Salaries: Investment and Benefits Matter
The pay gap extends beyond wages. Clubs that pay more than $5,000 per year are more likely to provide essential benefits such as health insurance and housing. Meanwhile, players in FIFA’s Tier 2 and Tier 3 leagues—categorized as “aspiring” and “emerging” markets—are less likely to receive long-term contracts, reducing job security and career longevity.
FIFA’s report also found that higher salaries correlate with better team performances, emphasizing the importance of investment in women’s sports.
The Future of Women’s Sports Investment
Despite financial growth, industry leaders stress the need for continued strategic investment. “Increasing strategic investment is more important than ever to drive a professional global landscape and create an engaging industry for generations to come,” Haskel stated.
She emphasized that organizations must implement strong structures, plan long-term investments, and define their role in a rapidly evolving sports landscape. “It is crucial for women’s sports organizations to implement the right structures, develop a clear investment plan, and define a long-term vision,” she added.
The $2.35 billion milestone marks a significant achievement for women’s sports, yet financial inequalities remain a key challenge. With strategic investment and long-term planning, the industry has the potential to sustain this growth and ensure fair compensation and benefits for athletes worldwide.