Global women’s sports revenue to top $3 billion in 2026, according to new report

Women’s sports revenue hits $3 billion in 2026 as global investment surges

James Okafor | GlobalBeat

Women’s sports will generate $3 billion in global revenue during 2026 according to a report released Monday that tracks broadcast deals, sponsorships and ticket sales across major leagues.

The figure represents a 300% increase from 2021 and marks the first time women’s athletics has crossed the $3 billion threshold, according to the Global Women’s Sports Revenue Index compiled by Deloitte.

Broadcast rights account for 45% of the total, driven by new media deals for the Women’s World Cup, WNBA and European football leagues. Corporate sponsorships make up 35% with technology companies and financial institutions leading new partnerships.

“The acceleration we’ve seen in the past three years is unprecedented in sports business history,” said Jennifer Wong, lead author of the report. She noted that revenue growth outpaced the men’s sector by 400% during the same period.

The WNBA leads North American growth with projected revenue of $400 million in 2026, up from $102 million in 2023. The league’s new media rights package with ESPN, NBC and Amazon, worth $2.2 billion over 11 years, begins in 2026.

European women’s football dominates globally with England’s Women’s Super League generating $180 million annually and Spain’s Liga F reaching $120 million. Both leagues secured separate television contracts from their male counterparts for the first time in 2024.

The 2026 Women’s World Cup, expanded to 32 teams, will generate $550 million in total revenue according to FIFA projections. Ticket sales for the tournament, hosted across Mexico, the United States and Canada, have already exceeded $200 million.

Nike and Adidas increased their women’s sports marketing budgets by 250% since 2023, according to the report. Nike’s investment reached $800 million in 2024 while Adidas committed $650 million specifically to female athletes and competitions.

“This isn’t charity or corporate responsibility anymore,” said Sarah Johnson, sports media analyst at Magnetar Consulting. “These are sound business investments with measurable returns.”

The report identifies 14 women’s sports properties now worth more than $50 million annually. Tennis remains the most valuable individual sport with the WTA Tour valued at $400 million, while women’s cricket in India generates $180 million through the Women’s Premier League.

Asia-Pacific markets showed the fastest growth at 450% since 2021. Japan’s WE League increased revenue 800% to $80 million, while Australia’s AFL Women’s competition reached $45 million through record attendance and broadcast deals.

Private equity firms invested $2.1 billion in women’s sports properties since 2023. CVC Capital Partners bought 20% stakes in both England’s Women’s Super League and Spain’s Liga F, valuing the competitions at $1.2 billion combined.

The revenue surge comes as viewership records continue falling. The 2025 Women’s Champions League final drew 4.5 million viewers, while the WNBA Finals averaged 1.8 million viewers across ESPN networks.

Broadcasters report that women’s sports deliver younger, more engaged audiences that advertisers covet. The average age of women’s sports viewers is 34 compared to 47 for men’s sports, according to Nielsen data cited in the report.

Background

Women’s sports generated less than $500 million globally as recently as 2018, with most revenue concentrated in tennis and a few Olympic events. The sector faced chronic underinvestment from broadcasters, sponsors and governing bodies despite consistent growth in participation and interest.

The transformation began in 2020 when the WNBA negotiated its first collective bargaining agreement that significantly increased player salaries and benefits. That same year, the U.S. women’s national soccer team won a landmark lawsuit for equal pay, drawing global attention to women’s sports business potential.

Major brands started shifting marketing budgets toward women’s properties in 2022 following studies showing higher engagement rates with female athletes’ social media content and more positive brand associations for sponsors. The success of England’s women’s football team at the European Championship that year, drawing 87,000 fans to Wembley Stadium, demonstrated massive untapped demand.

What’s Next

The report projects women’s sports revenue will reach $5 billion by 2028 as the sector attracts additional investment. The WNBA plans expansion to 16 teams by 2027, while FIFA announced increased prize money for the 2027 Women’s World Cup. Broadcast rights for women’s competitions in Australia, Brazil and Germany will be renegotiated in the next 18 months, with analysts predicting 200% increases over current deals.

The revenue milestone signals a permanent shift in the sports business landscape, with women’s properties no longer viewed as secondary markets but as primary growth drivers for global media companies and brands seeking younger demographics.