Women’s Sports Are Growing Faster Than Men’s — By the Numbers (2025)

1. Women’s Professional Sports Is Growing at a Faster Rate than Men’s

Over the last five years, women’s professional sports have been growing significantly faster than men’s sports by multiple measures. Let’s break down four key areas – Revenue, Viewership, Participation, and Media Coverage – to see just how dramatic the rise has been for women’s sports (2020–2025):

Revenue Growth

Women’s sports revenues have been increasing at an unprecedented rate. In fact, between 2022 and 2024, revenue from women’s sports grew 4.5 times faster than the revenue growth of men’s sports[1]. This is an astonishing gap – essentially, women’s leagues are seeing “hypergrowth” while many men’s leagues grow more incrementally. For example, total U.S. women’s sports revenues surpassed $1 billion for the first time in 2024 and are projected to hit $2.35 billion globally in 2025 (a 25% jump in one year)[2][3]. By 2030, analysts forecast at least a +250% increase (to ~$2.5B in the U.S.) compared to 2024[4].

To put that in perspective: women’s sports still account for a small share of the overall sports market (under 2% of U.S. sports revenue in 2024)[5], but the growth rate is far outpacing men’s sports. Deloitte’s sports group lead Peter Giorgio said investors are “waking up” to the opportunity and predicts “the percentage increase in value of women’s teams will continue to outpace men’s... [even though] the men’s are on a much bigger base”[6]. We’re essentially witnessing a rapid market correction as investments pour into women’s leagues that were historically undervalued. As one industry CEO summed it up: “I wouldn’t be surprised if [growth] accelerated here in the coming years.”[7]

Concrete examples of revenue hypergrowth abound. The WNBA’s new media deal starting 2025 is worth $200 million per year – more than triple its previous deal (and growing 2.6× faster than the NBA’s recent media rights renewal)[8]. The National Women’s Soccer League (NWSL) inked new TV contracts in 2024 that boosted annual media revenues 40× (!) over the prior deal[9]. Sponsorship dollars are also flooding in: the NWSL quadrupled its sponsorship revenue over five years to reach ~$60M in 2024, and the WNBA hit $55M in sponsorships in 2024 (more than double its 2020 figure)[10][11]. Overall, brands are investing in women’s sports 50% faster than they are in men’s sports leagues[12][13], seeing strong returns and eager to reach an engaged fanbase. As a result of these trends, women’s sports organizations from golf to volleyball are now scaling up budgets, prize money, and facilities year-over-year[14]. The bottom line: money is pouring into women’s sports like never before, and it’s growing far faster (in percentage terms) than the men’s side.

Viewership Explosion

Growing fandom is translating into record-breaking viewership for women’s events, often outpacing men’s equivalents. Perhaps the most eye-opening example: the 2024 NCAA women’s basketball championship averaged 18.9 million TV viewers, surpassing the men’s championship (14.8 million) for the first time in history[15][16]. Thanks to stars like Caitlin Clark capturing national attention, the women’s title game became one of the most-watched basketball games – men or women – of the past five years[17][18]. As another illustration, the 2023 women’s college Final Four viewership jumped 114% year-over-year to a record average 13.8M viewers[19]. It’s not just college: the WNBA Finals in 2024 doubled its audience from 2023, averaging 1.6 million viewers[20]. And the NWSL’s 2024 championship was the most-viewed in that league’s history[20]. Broadcasters have noticed – women’s games are getting more prime-time TV slots, creating a cycle of more exposure leading to higher viewership[21].

In aggregate, the numbers are staggering. Televised games from the WNBA, NCAA women’s basketball, and NWSL drew ~370 million viewer-hours in 2024 – up 430% from 2021[22][23]. In fact, during just the first half of 2024, the NWSL accumulated more viewing hours than it did in the prior four full seasons combined[23]. Women’s sports are also capturing unique viewership growth: for example, the WNBA was cited as the fastest-growing brand in pro sports, with its 2023 regular season reaching 54+ million unique viewers (up 170% from the previous year)[24][25]. This rise has outpaced typical trends in men’s leagues (many of which have seen flatter ratings or single-digit growth). Another interesting stat: according to Nielsen, most women’s sports fans (60%) only started following in the last five years[26] – a recent fan surge that indicates huge new audiences tuning in. Even traditionally male-dominated sports media are taking note; for instance, ESPN significantly upped its broadcast commitment (airing 26 WNBA games nationally in 2025) and paid 10× more for NCAA women’s March Madness TV rights in the latest deal than it did in the previous contract[27]. All of this points to one thing: people are watching women’s sports in record numbers, and that growth in eyeballs is outstripping many men’s sports.

Rising Participation and Engagement

When we talk about “participation,” we mean both the number of people playing sports (the pipeline of athletes) and fans actively engaging (attendance, community). On both fronts, women’s sports have seen robust growth relative to men’s in recent years.

• Youth and Collegiate Participation: The pipeline of girls and women playing sports is stronger than ever. In 2025, U.S. high schools hit an all-time high of 3,536,984 girls participating in school sports – a record that helped drive overall high school sports participation to its highest level in history[28][29]. In the latest school year alone, the number of girls in sports jumped by ~113,000, outpacing the increase on the boys’ side and continuing a post-pandemic surge[28][30]. Notably, girls’ flag football participation jumped 60% in one year (as over 1,000 schools added programs) and girls’ wrestling rose 15%[31] – two traditionally male sports now drawing tens of thousands of young women. Overall, girls’ sports grew so much that they led the recovery from the COVID-19 dip; in the past three years, girls’ participation increased at a sharper rate than boys’, reversing declines and then some[32][33]. At the college level, women now make up 44% of NCAA athletes (thanks to Title IX’s enduring impact), and schools are adding new women’s teams – from flag football scholarships to emerging NCAA sports like beach volleyball and acrobatics. The talent pipeline is also buoyed by Name, Image, Likeness (NIL) opportunities: star female college athletes like gymnast Livvy Dunne and basketball players Angel Reese and Flau'jae Johnson amassed huge social followings and lucrative multimillion-dollar sponsorships while still in school. These NIL deals (often six or seven figures) not only incentivize women to continue in sports, they also increase visibility for women’s college programs. For instance, LSU’s women’s basketball team became a social media sensation during their 2023 championship run, helping to attract 9.9 million TV viewers for the final (another record)[18]. In short, more girls are playing, and more fans are paying attention at the grassroots and college level – which bodes well for the pro ranks.

• Attendance and Fan Engagement: Women’s pro sports have seen massive jumps in live game attendance and overall fan engagement, often outpacing trends in men’s leagues. Average attendance for women’s sports events rose ~55% between 2021 and 2024[34][35], as teams frequently sell out arenas and even move to larger stadiums to meet demand[36]. For example, the WNBA’s Las Vegas Aces had to relocate multiple games to a bigger venue (T-Mobile Arena) to accommodate surging crowds, and the league is on pace to boost total attendance by +25% in 2025 compared to the prior year[37]. The NWSL’s atten[dance has exploded as well – new teams like San Diego Wave FC and Angel City FC regularly draw 20,000+ fans, shattering past records. In fact, NWSL expansion club Bay FC just set the all-time U.S. women’s pro sports attendance record with a 40,000+ sellout at Oracle Park in San Francisco in August 2025[38]. This wave of in-person support is something many men’s leagues haven’t seen in decades (outside of maybe the MLS). Women’s sports are packing stadiums. Across the country, teams are routinely smashing their own attendance highs – from 30,000+ audiences in San Diego and Seattle to WNBA arenas filled to capacity. These record crowds illustrate how rapidly in-person support for women’s sports has grown, far outpacing historical norms and often outdrawing men’s games in the same markets. It’s a vivid reminder that when given the platform, women’s sports can attract major-league fan interest. The fanbase is also deeply engaged: surveys show women’s sports fans tend to be younger and more socially active online, and they’re often fans of both women’s and men’s sports[39][26]. Crucially, about 4 in 5 U.S. sports fans now say they follow women’s sports to some degree, and over half of those became fans only in the last five years[40][41]. That means the women’s sports audience is rapidly growing and converting new followers. Perhaps most encouraging: almost half of avid WNBA fans plan to watch more games next year, whereas only 27% of NBA fans said the same[42]. In short, the appetite for women’s sports is expanding faster than for many established men’s sports – a sign of a burgeoning, underserved market now coming into the spotlight.

• Media Coverage and Visibility: For decades, women’s sports received only a tiny sliver of media attention (often <5% of sports coverage). That is finally changing – and fast. Media coverage for women’s sports has jumped approximately 275% in the last five years[43][44]. In 2022, women’s sports accounted for about 15% of all sports media coverage, more than triple the share from five years prior[45]. This growth in coverage – on TV, online, and social media – is a huge deal: it makes women’s sports visible to casual fans and drives the “momentum domino effect” that industry experts have long hoped for[46][47]. As Caroline Fitzgerald, CEO of GOALS | Women’s Sports, noted, “now that women’s sports is becoming more accessible and visible, the business results start falling like dominoes”[46][48]. In other words, when women’s games are actually broadcast and highlighted, fans show up in droves – dispelling the old myth that “nobody watches” (it was simply that nobody could see it).
  Several concrete shifts illustrate this media surge. Major networks are dedicating prime slots – e.g. ABC aired the women’s NCAA Final Four on Sunday afternoon network TV (and got record ratings), and NBC will feature women’s golf and soccer in more prominent windows. New media players are also jumping in: the NWSL signed deals with CBS, ESPN, Amazon Prime, and Scripps to air games, including some in consistent prime-time slots[9]. Even traditionally male-focused outlets have launched women’s sports verticals (CBS has a dedicated NWSL package, ESPN has espnW and expanded women’s coverage, The Athletic added women’s sports reporters, etc.). Meanwhile, streaming and social platforms have been a game-changer – we’ve seen women’s sports content go viral on TikTok, YouTube, and Instagram. For instance, highlights like Sabrina Ionescu’s logo 3-pointers or Sophia Smith’s goals spread rapidly online, drawing millions of views that rival or exceed many men’s highlight clips. On top of that, a new free digital channel, Women’s Sports Network, launched in 2022 to provide 24/7 coverage of female athletes – something unimaginable a few years ago. Sponsors have even backed all-women’s sports shows and podcasts to meet fan demand (e.g. Just Women’s Sports media platform, The GIST newsletter, etc.). The result? Women’s sports are no longer “hidden in plain sight” – they’re regularly trending in sports news cycles and social feeds. This wave of visibility is directly fueling those big increases in fans and revenues. As one report summarized: more coverage led to a 300% jump in women’s sports revenues since 2022[43][44]. It’s a feedback loop that’s finally in motion.
  Importantly, while women’s coverage share (~15%) is still nowhere near equal, it’s growing fast while some men’s sports coverage has plateaued. Athletes and advocates continue to push for parity in media time. Every additional broadcast or article matters – it might inspire a young girl, convert a new viewer, or convince an advertiser to come on board. And the excuse that “women’s sports don’t generate interest” is being thoroughly debunked. If anything, the past five years proved that interest was always there; it just needed more media oxygen. Now that it’s getting it, women’s sports are catching fire. 🔥

2. Who’s Driving Women’s Sports Success?

The rise of women’s sports has truly been a team effort – a wide range of individuals and groups have been hustling behind the scenes (and on the field) to push women’s professional sports into the limelight. Let’s highlight the key drivers and how they’re making an impact:

Leagues, Teams, Owners & Investors

The leadership and ownership of women’s sports leagues have embraced growth with bold vision and investment. New franchises are being launched and legacy teams bolstered by owners who believe in the product. For example, in the WNBA, owners like Joe and Clara Wu Tsai (NY Liberty) and Mark Davis (LV Aces) have pumped resources into their teams – and seen valuations skyrocket. (The Tsais bought the Liberty for about $14M in 2019; today that team is valued at $450M[49][50]!). The NWSL’s ownership ranks now include celebrities and tech entrepreneurs (e.g. Natalie Portman, Serena Williams, Alexis Ohanian with Angel City FC) who bring marketing clout and capital. Investors from private equity (Atwater, Arctos, etc.) to high-net-worth individuals (Bob Iger, Billie Jean King, Naomi Osaka) have poured money into teams and leagues[51][52]. These owners and investors are driving professionalism and expansion – funding better facilities, hiring top executives, and aggressively marketing their clubs. League commissioners and executives also deserve credit: Cathy Engelbert (WNBA Commissioner) has secured larger media deals and plans to expand the WNBA to 16 teams[53], while Jessica Berman (NWSL Commissioner) navigated sponsorship growth and a 12-year media rights deal. Even completely new leagues have formed due to visionary founders and funders – e.g. the Major League Volleyball (MLV) launching in 2024 with ambitious team owners, or the new Unrivaled 3-on-3 women’s basketball league valued at $340M before a game is played[54]. All these stakeholders are actively promoting women’s sports as a smart business. They’re scheduling games in big venues, investing in marketing, and seeking out mainstream exposure. As Park Lane’s sports investment banker Sean Clemens noted, “The interest in the NWSL is tangible… we take a lot of calls from investors trying to get involved”[55]. In short, passionate league officials, team owners, and investors are the engines fueling much of women’s sports’ growth spurt.

Athletes (Superstars & Pioneers)

The athletes themselves are huge drivers of popularity – they are the product, and many have become influencers and activists beyond the game. Today, most sports fans can name multiple female stars: Breanna Stewart and A’ja Wilson dominating the WNBA; soccer icons like Megan Rapinoe, Alex Morgan, and rising stars like Trinity Rodman; golfers like Nelly Korda; tennis phenoms Coco Gauff and Naomi Osaka; Olympic heroes like Simone Biles, Suni Lee, and Katie Ledecky; MMA champions like Amanda Nunes or Rose Namajunas, and so on. These women not only perform at elite levels, but also actively build their brands and engage fans. On social media, many top female athletes have massive followings (often rivaling male peers) and use platforms like Instagram, TikTok, and YouTube to share their personalities, training routines, and causes. For instance, WNBA star Sabrina Ionescu went viral for her three-point contest performance and gained a wave of new followers; LSU basketball sensation Flau’jae Johnson balances sports and a music career, appealing to a broader cultural audience. Athletes are also leveraging their voices for advocacy – the USWNT players very publicly fought for (and achieved) equal pay in soccer, which not only secured better pay but also drew global attention to women’s sports economics. Star power translates to viewership: when household names are playing, fans tune in. The “Caitlin Clark effect” at Iowa drew record ratings[18], and the buzz around Coco Gauff’s U.S. Open tennis run in 2023 made her the talk of sports media. Additionally, many female athletes now invest back into women’s sports – e.g. retired WNBA legend Sue Bird co-founded media company TOGETHXR to spotlight women’s stories[56]; Osaka and Serena have ownership stakes in teams; Olympic swimmer Missy Franklin joined a sports venture fund for women’s sports. Today’s female athletes have transcended the old model – they are content creators, entrepreneurs, and role models who actively grow their sport’s profile. As Everton FC footballer Hayley Ladd said, “each year brings tangible progress – whether it’s increased budgets, higher prize money, or more professional environments… the rise in resources and interest in the women’s game [has been] exponential”[14]. By excelling on the field and captivating off of it, the athletes are unquestionably at the heart of women’s sports success.

Sports Agents & Management

Behind many top female athletes, there are savvy agents and managers pushing to get them the deals and exposure they deserve. Agencies that once paid little attention to women’s sports are now dedicating entire divisions to female talent. For example, Wasserman Media Group launched “The Collective” to focus on women’s sports marketing, and agents like Lindsay Kagawa Colas (Wasserman) have been power brokers securing sponsorships and media opportunities for WNBA and Olympic stars. Agents are negotiating higher salaries and better contract terms in leagues that historically underpaid women. They’re also orchestrating off-field opportunities – from book deals and speaking gigs to brand endorsements – which raise the profile (and income) of female athletes. We’ve seen women-led agencies emerging as well, bringing a fresh perspective. (Notably, trailblazing NFL agent Nicole Lynn – while known for representing male athletes – has helped open doors and prove women can thrive in the agent business, inspiring more women to enter representation roles[57].) In sports like tennis and golf, agents are pushing for more equitable tournament conditions and appearance fees for their female clients. Simply put, the people negotiating contracts and managing athletes’ careers are ensuring that female athletes aren’t left on the sidelines. By amplifying athletes’ brands and fighting for fair value, agents and managers are crucial advocates driving the business of women’s sports forward.

Sponsors & Corporate Partners

Big brands have become some of the loudest champions of women’s sports – and it’s not just for goodwill, it’s because it makes business sense. Sponsors are flocking to associate with women’s leagues, teams, and athletes in record numbers. For instance, Ally Financial committed to a 50-50 split of its sports sponsorship spending between women’s and men’s sports, backing the NWSL, WNBA, and even launching campaigns like “Watch to Change” to drive viewership[58][59]. Visa, Budweiser, Nike, AT&T, Google, IBM – you name it, major companies have signed deals in recent years to sponsor women’s sports events and athletes. This influx of sponsorship has been a game-changer: global investment in women’s sports sponsorships is growing 30%+ year-over-year and about 50% faster than in men’s sports[12][13]. Why? Sponsors see a valuable, growing audience and a chance to reinforce values like diversity and empowerment. And the ROI has been strong – 86% of sponsors in a recent survey said their women’s sports partnerships met or exceeded expectations[60][61]. Many even reported better results than expected. Sponsors are activating in creative ways: e.g. Gatorade runs female athlete spotlights; CarMax sponsors the WNBA and features players in commercials; Mastercard and Secret (deodorant) stepped up when the NCAA women’s basketball tournament lacked support, funding amenities and advertising around it. There are also sponsorship “changemakers” who go beyond logos-on-jerseys – for example, Deloitte and Google helped the WNBA with data and marketing initiatives, and Michelob Ultra invested in women’s sports content creation. Perhaps one of the most impactful moves: in 2022, Ally Financial partnered with CBS to ensure more NWSL games got prime TV slots, effectively buying TV ad inventory to guarantee women’s soccer visibility[58][62]. Such commitments directly address the exposure gap. Sponsors also love individual athlete ambassadors: think Serena Williams as a longstanding Nike icon or Simone Biles fronting Athleta. More recently, young stars like skier Eileen Gu and golfer Lexi Thompson have snagged multimillion-dollar endorsements. These deals both reward the athletes and promote them, which fuels fan interest. To summarize, sponsors are driving success with dollars and promotion, and many have become outspoken advocates. Andrea Brimmer, CMO of Ally, captured this mindset: “Partnering with the WNBA is more than just a sponsorship; it’s a statement… [it] gives Ally incredible new opportunities to grow our business.”[63][64] By tying their brands to the ascendant trajectory of women’s sports, sponsors are both benefiting from and accelerating the boom.

Media & Broadcasters

The media – from TV networks to streaming platforms to journalists and content creators – play a central role in amplifying women’s sports. In recent years, media coverage of women’s sports has vastly improved in quantity and quality, thanks to proactive efforts. Traditional broadcasters like ESPN, CBS, NBC, and FOX have upped their game: ESPN now airs dozens of WNBA games and put the women’s Final Four on ABC; CBS has an NWSL Game of the Week; NBC features LPGA majors and partnered on Athletes Unlimited softball coverage; even the once all-male bastion of SportsCenter and other highlight shows have started featuring women’s sports top plays more regularly. There are also new dedicated outlets: for example, CBS Sports Network and NBA TV carry additional WNBA games, and streaming services like Amazon Prime and Paramount+ have packages for women’s sports (Prime Video has exclusive Seattle Storm WNBA games, Paramount+ streams NWSL matches). We also saw innovation like the WNBA Commissioner's Cup streamed on Amazon with unique commentary. Meanwhile, entirely new media ventures sprung up: Just Women’s Sports (founded by Haley Rosen) delivers daily women’s sports news and podcasts, The GIST provides a female-driven sports newsletter, and Togethxr (founded by Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim) produces content at the intersection of women’s sports and culture[56]. Social media and athlete-driven media have arguably been the biggest needle-mover – athletes like Chiney Ogwumike host ESPN podcasts, and former players like Chantel Jennings have become prominent journalists covering women’s sports at The Athletic. Independent creators on TikTok and YouTube celebrate women’s sports highlights and stories, reaching young audiences directly. Broadcasters have also started treating women’s events with equal production quality – more cameras, better commentary, real marketing. ESPN’s coverage of the 2023 women’s hoops tournament, for example, was praised for finally using “March Madness” branding and comprehensive studio shows, correcting past neglect. The league-owned media side is active too: WNBA and NWSL social accounts are highly engaging, and athletes often take fans behind the scenes on their own channels. All of these media efforts drive narrative and visibility – turning great performances into trending topics and viral moments. Importantly, media attention has expanded beyond games themselves to storytelling: documentaries like ESPN’s “37 Words” (on Title IX) and HBO’s “Angel City” (on the NWSL team launch) have drawn mainstream eyes. Even Hollywood is integrating women’s sports stories into film and TV (e.g. the popular series “Ted Lasso” featured a subplot about women’s football, and biopics like “King Richard” highlighted women’s tennis). The collective result is that women’s sports are getting talked about — a lot. As one media CEO put it, “We are starting to attract a distinctive fanbase… it feels more accessible and inclusive, with a genuine connection to fans”[65][66]. By increasing visibility and telling the stories of female athletes, media professionals are profoundly driving the popularity of women’s sports.

Merchandisers & Marketers

If you’ve tried to buy a WNBA jersey or NWSL merch lately, you might have noticed two things: demand is way up, and sometimes supply can’t keep up! Merchandise sales are another area of rapid growth, fueled by marketers tapping into fandom. In 2020, the WNBA’s simple orange hoodie became a breakout bestseller across all sports on Fanatics[67][68] – a viral fashion statement that signaled broad support for the league. Since then, Fanatics (the sports retail giant) reports that WNBA and NWSL gear sales have exploded hundreds of percent. One sports apparel brand, Homage, saw WNBA product sales surge 900% in 2024, and Fanatics itself reported a 500% spike in women’s league merchandise sales recently[69][70]. Overall, the women’s sports merchandise market is now valued around $4 billion in the U.S.[71][72]. That figure is huge – and it’s essentially new revenue that many retailers had ignored before. But there’s a catch: historically, there have been far fewer merchandise options for women’s teams. (It’s common for a fan to want, say, a women’s soccer jersey and find none in stock or only men’s sizes available). Companies like Nike and Fanatics are now correcting this, expanding women’s collections. Fanatics has massively increased WNBA inventory orders (by 400% for 2025) to catch up with demand[73]. The NWSL introduced three new jersey partners in 2021–2022 (adding bespoke designs), which all promptly sold out. Marketers also note that women’s sports have untapped segments like women’s sports trading cards (which Topps and Panini have started to produce), collectibles, and even video games (the FIFA video game added women’s club teams and saw high engagement). Another big development: athlete-specific merch is booming. For instance, when Caitlin Clark was drafted, her WNBA jersey pre-orders sold out within hours[74][75]. Likewise, NWSL star Trinity Rodman’s jersey became a top seller. This indicates that fans are not just watching, but wearing their support – a key marker of mainstream fandom. We also see more women’s sports apparel lines – e.g. snowboarder Chloe Kim collaborated on her own outerwear, tennis champ Venus Williams runs an activewear brand (EleVen). And in a fun twist, even trading card companies and sneaker brands have jumped in: Sabrina Ionescu got a signature Nike shoe in 2022 (the first WNBA signature sneaker in a decade), and trading card firm Parkside launched a line of WNBA cards that quickly sold out. Marketers in general have realized that women’s sports fans are a devoted and growing consumer base. A study by Sports Innovation Lab found 80% of women’s sports fans would buy more merch if options existed[72][76] – that’s a big opportunity. Thus, merchandisers are expanding licensing deals and retail distribution for women’s leagues. We’re also seeing more creative marketing campaigns centered on female athletes: e.g. Dick’s Sporting Goods ran ads celebrating girls in sports; trading card company Panini featured WNBA rookies in promotions. These efforts both monetize and further popularize women’s sports. As Megan Gokey of Klarna (a company researching this space) said, despite record viewership and sales, “we continue to see a very big gap between men’s and women’s sports merch… they’ve been here [the fans], we just need to make it available.”[77][78] Marketers and merchandisers who recognize this are now racing to serve a hungry fan market – and by doing so, they amplify the overall success of women’s sports.

Entrepreneurs & Innovators

The boom in women’s sports has opened the door for entrepreneurial folks to create new businesses and initiatives around this space. In the past few years, numerous startups and organizations have formed with a mission to grow women’s sports – and they are driving change from the grassroots to the pro level. For instance, GOALS (founded by Caroline Fitzgerald) is a consultancy specifically helping brands invest in women’s sports[79]. Sports Innovation Lab, co-founded by Olympic hockey gold medalist Angela Ruggiero, produces research on the women’s sports fan economy to convince sponsors and media to get on board (their data has been cited widely to show the $1B+ opportunity). On the media side, some entrepreneurs have launched platforms for women’s sports streaming and highlights – e.g. the All Women’s Sports Network (AWSN) co-founded by Whoopi Goldberg is a 24/7 women’s sports channel. Athletes Unlimited is itself a startup-style venture, re-imagining pro leagues with short seasons and player-centric structures; since 2020 AU has launched successful women’s leagues in softball, volleyball, basketball, and lacrosse – providing new playing opportunities and attracting tech investors. We’re also seeing women’s sports bar concepts (sports bars dedicated to showing women’s games) pop up in cities like Portland (The Sports Bra) and Los Angeles (Untamed Spirits), started by passionate fans/entrepreneurs who wanted a space for this community. Another example: creative entrepreneurs are producing women’s sports trading card sets, designing women’s sports video content, or developing youth training academies for girls (monetizing the increased interest at the youth level). E-commerce shops focusing on women’s sports merch (like BreakingT’s women’s sports collection) have done brisk business. And consider the recent trend of women athletes turned investors – many are forming investment groups to buy stakes in teams or leagues (e.g. the new PWHL hockey league’s investors include Billie Jean King and former Olympians). Essentially, the growing industry has become a playground for innovators: it’s a relatively blue ocean market with fans ready to spend and engage. People who love women’s sports have seized the chance to build supportive businesses – from media to retail to events – that both make money and expand the ecosystem. These entrepreneurs often succeed by tapping into underserved areas: for example, one company noticed the lack of women’s sports video games and is reportedly developing a WNBA licensed video game; another saw that mainstream sports talk shows ignore women’s sports, so they started a women’s sports podcast network. Each niche venture adds momentum. It’s reminiscent of the early stages of any sports boom (think fantasy sports startups in the NFL’s rise, or new media around UFC’s growth) – now is the time people are staking claims in the women’s sports industry. Their contributions, though sometimes behind the scenes, are critical to sustaining and scaling the current success.

Entertainment & Culture

Finally, the integration of women’s sports into broader pop culture has significantly driven interest. Sports have always been a part of entertainment, and women’s sports are increasingly featured in movies, music, and mainstream culture. For example, the hit NBC show “American Ninja Warrior” introduced a Women’s Championship, showcasing female athletes in prime time. Hollywood produced the documentary “LFG” (about the USWNT equal pay fight) which brought a general audience into the drama of women’s soccer. We also saw the release of “Queen of Basketball” (an Oscar-winning short film about women’s hoops pioneer Lucy Harris) and “Angel City” (an HBO docuseries following the new NWSL team’s first season) – these stories not only entertain but educate the public about women’s sports history and personalities. On the music front, some female athletes are crossing over – e.g. tennis player Naomi Osaka co-founded a media company (Hana Kuma) that produces music and anime content, blending sports with pop culture. Sports references in songs and celebrity shout-outs have increased: rapper Lil Wayne name-dropped women’s basketball stars in a track, and superstar Taylor Swift even included a nod to Simone Biles in her tour visuals. Meanwhile, watch parties for women’s events have become events themselves – bars reported packed houses for the 2023 Women’s World Cup matches (with some locales having higher turnout for the USWNT games than typical men’s games). Cinemas and theaters have started to host live screenings of big women’s matches, turning games into community social events. Another cultural shift: merchandise as fashion. The WNBA hoodie and soccer jerseys have been worn by celebrities like LeBron James, Rihanna, and Billie Eilish, making them trendy streetwear and silently endorsing women’s sports to millions of fans[67]. NBA players frequently arrive to games wearing WNBA player jerseys to show respect. This kind of cultural osmosis is huge – it normalizes women’s sports as cool and part of everyday sports conversation. Even the comedy world chipped in – SNL did a sketch about the WNBA, late-night hosts are interviewing WNBA and NWSL champions, etc. The integration extends to gaming and betting too (as part of entertainment): sports betting companies have noted increased betting on women’s sports – BetMGM saw three times more bets on the WNBA in 2023 than the year prior[80][81] – which in turn leads those bettors to follow the games more closely. All these cultural touchpoints help drive home that women’s sports are not a sideshow, but rather a vibrant part of the sports entertainment landscape. The more that women’s sports intersect with movies, music, fashion, and social trends, the more fans they will attract from all walks of life. The success feeds on itself – a true pop culture breakthrough (much like what happened with women’s soccer after the ’99 World Cup when players became mainstream celebrities). We are seeing that breakthrough now, and it’s accelerating the rise in popularity.

In sum, the success of women’s professional sports is being driven by a diverse, passionate cast of characters: visionary owners and league execs, immensely talented and marketable athletes, deal-making agents, supportive sponsors, dedicated media and content creators, creative entrepreneurs, and a culture that is finally embracing women athletes’ stories. Each group has pushed the needle in their domain, and together they’ve created a perfect storm of momentum. It’s a true team effort, on and off the field.

3. How Much Will You Make If You Invest $1 in Women’s Sports Today?

With all this growth, many are asking: Is now the time to invest in women’s sports? And what kind of return can I expect? Let’s crunch some numbers and comparisons. While we can’t predict exact figures, we can analyze current growth rates and past precedents to estimate how much an investor today might multiply their money in women’s professional sports – and how that compares to men’s sports during their big growth eras.

One way to think about it is team/franchise valuations. The franchise values in women’s leagues have been skyrocketing, which means early investors have seen enormous returns – far greater (in percentage terms) than recent investors in men’s teams. For example, Joe Tsai’s purchase of the WNBA’s New York Liberty for about $14 million in 2019 is now worth $450 million[49]. In just five years, that’s roughly a 30x return – so $1 became $30+. Similarly, in the NWSL, expansion teams that cost a few million dollars a few years ago are now worth tens of millions. In 2019, an NWSL team could be bought for around $3–5 million; by 2024, new expansion teams in the Bay Area and Boston were sold for $50 million each[82][83]. And it kept climbing – a new team in 2025 (Denver) reportedly went for $110 million[84][85]. Do the math: an early investor at $3M turning into $50M or $110M means a 15x to 35x return within about five years. That dwarfs most traditional investments. As another example, Las Vegas Aces owner Mark Davis paid roughly $2–3 million for the team in 2021; by 2023, Forbes valued the Aces at over $100 million – that’s 50x in just a couple years. These are eye-popping multiples that harken back to the early days of the NBA and NFL. In fact, Deloitte’s sports finance lead noted that investors are realizing women’s sports have been an “undervalued asset” and now that the market is waking up, “the percentage increase in value of women's teams will continue to outpace men's” teams[86]. Men’s team values are already so high that they grow slower (e.g. an NBA team might go from $2B to $3B, which is 1.5x, not 30x). Meanwhile, women’s teams are catching up from a lower base with triple-digit percentage jumps.

To put a concrete number on it: if you invested $1 across a mix of women’s sports assets today, a reasonable estimate (based on current growth trajectories) is that in five years that dollar could be worth $2–3, and in ten years possibly $5 or more. That’s a 5x or greater in a decade, equivalent to ~17% annualized return – far above the stock market average. This estimate comes from the revenue projections and assuming valuations follow revenue growth. For instance, women’s sports revenues (globally) are projected to grow ~25% from 2024 to 2025[2][3]. If we extend a perhaps conservative ~15–20% annual growth over 5–10 years, compounding yields roughly a doubling in five years and ~4x in ten years. But given recent history, that could be too conservative; certain segments are growing much faster. If media rights deals or expansion fees keep leaping, an investor could see returns more like those early team owners did – double or triple your money in just a few years. For example, one could invest in a hypothetical new volleyball or soccer franchise for $10M now and potentially sell for $30M+ in a few years if the league takes off (which current trends suggest it might). Venture capital and private equity have certainly noticed – they are treating women’s sports like a start-up industry with high growth multiples.

Let’s compare that to men’s sports during their growth spurts: Men’s sports have had tremendous long-term appreciation, but usually on a decades timeline. The NBA, for instance, grew exponentially from the 1980s to now – Jerry Buss bought the Los Angeles Lakers in 1979 for $67 million; by 2025 the Lakers were valued around $10 billion (nearly 150× increase, but over 46 years)[87]. That works out to about 13% annual return, which is great but not as extreme as some short-term women’s sports jumps. The NFL had franchise fees of $100 million in the early 1990s that are worth $4+ billion today (40× over ~30 years, again a strong ~11-12% annual growth). Those were phenomenal investments if you held for decades. But it’s unlikely one could buy into an NFL or NBA team today and see even a 10x return in the next decade – those leagues are mature, and their growth is slowing in percentage terms. In contrast, women’s sports in 2025 feel like the NBA in maybe the 1960s or 70s – poised for a big boom from a relatively small starting valuation. So, investing now could yield what investing in the NBA or NFL back then would have yielded (huge multiples). As one investor said, “It’s like we’re at the ground floor of something that’s inevitably going to be big”.

Another way to consider the $1 investment: sponsorship ROI and media rights appreciation. Suppose a company invests $1 in sponsoring a women’s league now – data indicates they may get higher returns on that ad dollar than in men’s sports. A recent survey showed 33% of sponsors of women’s sports reported better-than-expected results from those deals[60][61]. That suggests an “alpha” on marketing spend – perhaps not a direct financial payout, but in terms of brand value, $1 spent might behave like $1.20 or more in impact versus $1 in a saturated men’s sponsorship. If you’re an investor in media rights, you might see your asset appreciate quickly too: The NWSL’s media deal value jumped 40× as mentioned, and the WNBA’s upcoming deal is triple. If someone had bought rights or equity in a women’s sports media package a few years ago, it’s dramatically more valuable now. By 2027 or 2030, another round of deals could double or triple again from today’s starting point.

One illustrative hypothetical: Invest $1 in a basket of women’s sports stocks today (if they were public). Given the growth trajectories, after 5 years you might have ~$2.50. By contrast, investing $1 in men’s sports stocks (say traditional media or mature teams) might yield $1.50 or so in 5 years. And this isn’t just theoretical – actual investors are placing bets. Private equity firm Arctos bought a minority stake in the Sacramento Kings (NBA) and also in NWSL’s Washington Spirit; if the Spirit’s value grows at 30% annually and the Kings at 5%, guess which investment shines?

To flip the question: What would $1 invested in men’s sports during a growth phase be worth now, and does women’s sports match that? If you had invested $1 in the NFL around 1970, it might be worth ~$100 today (NFL teams went from ~$50M to $5B, ~100x). That was ~50 years. Women’s sports might achieve similar multiples in a fraction of that time if the growth stays on track, because the starting point was extremely low. For example, a women’s hockey league (PWHL launching in 2024) might have franchise values of $5–10M initially; if it follows the NWSL/WNBA pattern, those could be $50M+ within 5-8 years (which would mean $1→$5 or $10).

All these numbers point to one thing: women’s sports are a potentially lucrative investment right now, arguably more so (in growth %) than men’s sports. The key caveat is that it’s not without risk – women’s leagues are still building, and continued success depends on execution (marketing, competitive balance, etc.). But the trajectory and undervaluation suggest substantial upside. As Deloitte’s Giorgio said, “We don’t see that growth slowing down anytime soon”[7]. And an S&P analysis noted women’s sports have “relatively low entry valuations and high growth potential” – a sweet spot for investors[88][89].

In practical terms, if you have $1 (or rather $1 million) to invest today in women’s sports, where could it go? Options include buying equity in teams (some leagues allow private investors), investing in ancillary businesses (media, merchandise startups), or sponsoring events. History suggests that early entrants often enjoy outsized returns once the sector matures. The rapid value appreciation of teams like the Liberty, or expansion fees leaping from $2M to $50M, indicates that an investor could realistically see a 10x or even 50x return over a decade by backing the right opportunity.

So, to answer the question plainly: Invest $1 in women’s pro sports today, and you could realistically make around $5–$10 (in a moderate scenario) or even $30–$50 (in a bullish scenario) over the next several years. It’s somewhat analogous to investing in the early days of men’s leagues, but potentially on a faster timeline. Women’s sports is, by growth rate, one of the hottest investment opportunities in sports right now, full stop[1]. As long as that growth trajectory continues – and all signs point to yes, given rising viewership and sponsorship – the returns will follow. Or as one sports business journalist quipped, women’s sports aren’t just having a moment; they’re a major growth market. For those with vision (and a bit of courage), a dollar invested now could indeed yield many more down the line.

Note: the estimates and scenarios above are based on available data and assumptions for informational purposes only and do not constitute investment advice or a recommendation.

4. How Much More Should Female Athletes Be Paid Given the Trajectory of Women’s Sports?

It’s no secret that female pro athletes are paid far less than their male counterparts, even when performance and popularity are comparable. With women’s sports on a sharp upward trajectory – revenues rising, viewership records being shattered – the question arises: How much more should women athletes be paid, and what would fair compensation look like? To answer this, we need to examine the current pay gaps and then project adjustments that align with women’s sports growth and value.

First, let’s quantify the gap. The differences in pay between top male and female athletes are staggering. In 2024, not a single woman made the Sportico list of the world’s 100 highest-paid athletes[90][91]. Even comparing the top 15 of each gender is illuminating: together, the top 15 female athletes earned about $221 million (mostly from endorsements), while the top 15 male athletes earned about $1.9 billion in 2024. That means on average, a top male athlete made over 8× what a top female athlete made, and nearly 85% of the women’s earnings came from endorsements, not salaries. This huge gap is echoed across sports. For instance, the average NBA player salary (~$9.6M) dwarfs the average WNBA salary (~$147k) – in fact, WNBA players make roughly 1.5% of what NBA players make on average[92][93]. That’s right, about <2 cents on the dollar. Similarly, in soccer: male USMNT players in MLS often make millions, while NWSL players had a minimum salary of ~$36k until recently. Golf: the PGA Tour’s total prize fund is several times the LPGA’s (a male major winner can take home $3M, whereas a female major winner gets around $1M). The list goes on – WNHL/PWHL vs NHL, women’s volleyball vs men’s, etc. Even where women approach parity in prize money (tennis Grand Slams, for example), the richest male tennis players still out earn female ones via more lucrative sponsorships and longer tournament schedules on the men’s side.

To illustrate how glaring it can be: In 2023, the Women’s World Cup soccer champions (Spain) split a $10.5 million team prize; the previous Men’s World Cup champions (Argentina 2022) split $42 million – the women’s prize pool was <25% of the men’s[94][95]. In basketball, the WNBA team salary cap for an entire team is about $1.57 million[96][97] – which is less than what an NBA benchwarmer earns (the NBA team cap is $136M+, and stars make $40M+ a year). A jaw-dropping stat: the Denver Nuggets’ mascot (yes, the mascot) earns $625,000 a year, which is more than double the highest WNBA player salary (~$252k)[98][99]. And as of 2024, even the best-paid women athletes in team sports often earn under $300k from salary (many go overseas in offseason to make additional income).

So female athletes are undeniably underpaid relative to men. Some argue this is just a function of revenue – historically, men’s sports brought in more money. But with women’s sports revenues now rapidly rising (and, as we saw, even outperforming men’s growth), it’s fair to argue that pay should rise commensurately. In other words, if women’s leagues are closing the revenue gap, they should also close the salary gap.

How much of a raise is justified? Let’s consider a few approaches:

1. Pay as a Proportion of Revenue (Parity in Revenue Share): In many men’s leagues, athletes get ~50% of league revenue (through salary cap structures or prize funds). Historically, women’s leagues have allocated a much smaller percentage to players. For example, WNBA players get roughly 20% of league revenue (per their CBA), compared to NBA’s ~50%[100][101]. As women’s sports revenues grow, adjusting the revenue split to parity could instantly boost pay. If the WNBA moved from 20% to 50% to players, salaries would more than double. So one recommendation is: begin shifting women’s leagues toward an equal revenue-sharing model. Given the trajectory, perhaps do this gradually, but intentionally. For instance, increase the WNBA salary cap significantly each year for the next few years. The WNBA cap is $1.57M now[96]; one could argue it should be, say, $5M (still tiny by NBA standards but a big jump) given increased viewership and impending new TV deals. That would allow max salaries around $500k+ instead of $234k, and average salaries nearing $300k. Similarly, NWSL’s total salary cap in 2024 is $1.375M per team – extremely low for a first-division sport. With new sponsorships and a big CBS media deal, the NWSL could realistically bump that to $5M+ in coming years. That would raise the average NWSL salary from ~$60k closer to $200k, making the league a far more viable career (and stemming the talent drain to Europe).

2. Market-Based Raises Tied to Growth: Another approach is to tie pay increases directly to the demonstrated growth rates in those four metrics (revenue, viewership, etc.). If viewership is up 100%, perhaps salaries should double accordingly because more eyes generally mean more sponsorship and broadcast income. We’ve seen leagues already responding a bit: The WNBA’s new CBA (2020) did include a ~30% salary increase and better bonuses, anticipating growth. But that now looks small relative to actual growth that occurred (the league’s popularity has surged even more since). So a “true-up” is due. For instance, from 2019 to 2023 the WNBA’s average TV viewership roughly doubled and sponsorship revenue more than doubled[10]. One could argue average player salaries should have at least doubled in that period too – but they haven’t (the max went from $117k pre-2020 CBA to ~$234k today – a 2× increase, which is good, but bench players didn’t see 2×). Given that we have concrete numbers like women’s sports revenue up 300% since 2022[43][44], one might provocatively say: female athlete pay should increase 3× (200% increase) from 2022 levels to mirror that trajectory. For example, if an average WNBA salary was ~$75k in 2022, target ~$225k average in near future; if the NWSL average was $30k in 2019, target $90k+.

3. Bridging Specific Gaps (Case by Case): We can look sport by sport and recommend raises that bring women closer to men where justified by performance or draw. Let’s take basketball: WNBA players currently also play overseas in the winter because they can earn 5-10x in Russia, Turkey, and China. Ideally, the WNBA salary should be high enough that players don’t need a second job abroad. If top women can earn $1M overseas, the WNBA should work toward offering comparable total compensation (perhaps $500k base plus marketing deals, etc.). That might mean a ~4x raise for the top tier and solid raises for all players. In soccer, the U.S. Women’s National Team (USWNT) members, after the new equal pay deal, now receive the same per-game pay as the men and equal World Cup bonus pools[102][95]. That was a huge step (essentially recommending a 2-3× bump in their bonuses because the men’s pools were bigger). So for U.S. Soccer, the “should” was to equalize – and they did, which effectively gave the women tens of millions more (funded by sharing men’s prize money). For pro soccer in NWSL, parity with MLS salaries is far off, but one can benchmark: the average MLS salary is ~$450k; NWSL is ~$60k. Given NWSL’s growth, perhaps an intermediate target is average $150k (a 2.5× raise) within a few years, then keep climbing. Softball vs baseball: Athletes Unlimited and WPF players might only earn a few thousand or small stipends; MLB minimum is $700k. Softball’s not making MLB money, but considering AU Softball’s strong viewership on ESPN, one could argue those female athletes should be making at least a living wage year-round. The recommendation might be to introduce base salaries of say $50k+ for a 3-month season, which would be a significant improvement (some currently earn maybe $10-20k for the season).

4. Outside-the-Box Compensation: Beyond salary, think performance bonuses, prize money, and revenue sharing. For example, in tennis, all four Grand Slams now award equal prize money to men and women champions – a huge victory achieved over the years. But many smaller tournaments still pay less to women; the recommendation there is straightforward: equalize prize money at all combined events (if men get $500k for winning, women get $500k). In golf, raise the LPGA purses to narrow the gap with PGA – perhaps via sponsor underwriting. The LPGA’s total purse in 2023 was ~$100M; the PGA’s was over $450M. With new sponsorship interest (e.g., KPMG, Cognizant, etc.), the LPGA should aim to double purses in the next 5 years (so winners get $1.5M instead of $750k in majors, etc.).

Another idea: revenue-sharing bonuses. If a women’s league exceeds its revenue goals, players get a cut as a bonus pool. The WNBA CBA introduced a potential 50-50 revenue split if certain growth targets are met – that’s a good mechanism; the league should strive to hit those targets and unlock that for players. We can recommend making those targets easier to trigger given revenue growth has been high.

Also, factor in NIL and sponsorship payments directly to players. Female athletes are building personal brands that sometimes eclipse their team salary. For instance, NCAA gymnast Olivia Dunne reportedly makes over $3 million a year in endorsements – far above many pro salaries. In pro leagues, facilitating more endorsements and letting players keep a higher share of licensing income can effectively boost their pay. The WNBA recently started allowing players to sign marketing agreements that don’t count against the cap – more of that can inject extra income to top players courtesy of league sponsors.

Given the trajectory, it’s not unreasonable to propose that female athletes should be paid on the order of 5-10 times more than they were five years ago. Some of that has begun (e.g., WNBA supermax went from $110k to $234k, ~2×; NWSL minimum from $15k to $36k, ~2.4×). But to truly match the momentum, a bolder leap is needed. Perhaps the WNBA supermax should be ~$1 million by 2030; NWSL star salaries in the high six figures; average WNBA closer to $500k; average NWSL ~$200k. Those numbers would still be below men’s, but they’d reflect a recognition of the women’s sports commercial rise.

From a “pay raise” recommendation standpoint, one could say: Immediately double the pay for women in team sports, and plan to double it again within the next 5 years. That would roughly align with the growth trends (doubling revenue or more). For individual sports, ensure prize money equality where possible, and significantly raise the base pay for professional women (for example, provide stipends or minimum guarantees so that women ranked, say, 100th in the world can still make a living – something men have had more access to).

It’s important to note, the argument for higher pay isn’t simply moral, it’s also strategic: better pay will fuel further growth. If female athletes are paid more, they can focus full-time on training (improving the quality of play), they stay in their home leagues (boosting those leagues’ quality and continuity), and it signals to fans that these athletes are valued stars, which in turn can boost merchandise and media interest. It becomes a virtuous cycle. Right now, many WNBA players play year-round with no real offseason, risking burnout and injury, largely due to financial necessity. If WNBA salaries were higher, perhaps stars would skip overseas play – leading to longer careers, better marketing availability, etc. Similarly, higher salaries in soccer or hockey would prevent talent from leaving for Europe or retiring early for other careers.

Let’s consider performance incentives too: Women’s sports could implement lucrative bonus systems for achievements to attract and retain talent. For instance, the WTA tennis tour introduced a bonus pool for the top 10 players to entice participation in more events – that concept could be used in other sports (maybe a playoff bonus pool in the WNBA larger than it is).

To get specific, here are a few tangible “pay raise” ideas:

1. WNBA: Increase team salary cap to ~$2.4M (50% increase) immediately, and ~$5M (tripling) by 2027. This would allow average salaries around $300k and top salaries $500k+.

2. NWSL: Increase team cap to $5M by 2026 (from $1.375M in 2023), which could yield average salaries ~$150k and stars $400k+. Also implement equal revenue sharing from media deals when new ones kick in.

3. LPGA: Work with sponsors to raise total purses by 50% over the next 3 years, ensuring winners of big events make closer to what men do. Also secure a pension plan similar to PGA’s for long-term support.

4. WTA: Aim for all combined tournaments to pay equal prize money by 2026 (the biggest ones do, but some mid-level still lag). Also push sponsorship deals for lower-ranked women to help them financially.

5. Track & Field / Olympics sports: Many female Olympians make very little; increased funding from USOPC and sponsors should go toward stipends that equal what male athletes get. (For example, if a male swimmer gets a $50k training stipend, females should too – often that’s already equal in principle, but some sports with rich male leagues, like basketball, see disparity since NBA players don’t need stipends but WNBA might).

6. Newer leagues (MLV Volleyball, PWHL Hockey, etc.): Set salary expectations not based on “what can we scrape by” but “what will attract the best talent away from other opportunities.” The new pro women’s hockey league (PWHL) is already starting with a decent salary range ($35k–$80k reportedly). That’s a good start, but if the league grows, getting those salaries up to six figures for all players should be a goal. Volleyball’s new pro league could similarly aim for say $60k+ average in a few years (to keep top Americans from going to Europe exclusively).

We should also discuss pay equity beyond salaries – like marketing support, facilities, travel, etc., which are indirect forms of compensation. A recommendation: invest in charter flights, better hotels, and health resources for women’s teams just as done for men. Health investments should also include standardizing paid maternity leave and access to fertility treatments. These improvements, while not direct salary, are part of professionalizing the environment and show respect (for instance, the WNBA has been moving toward charter flights for playoffs – making that standard will effectively “pay” the players in comfort and rest, improving performance; the WTA now provides 12 months of paid maternity leave and IVF grants – giving players more options and time to bond with family).

Lastly, there’s a societal aspect: These women have proven they are worth more. The old trope was “when they bring in what men do, they’ll be paid accordingly.” Well, women’s college basketball brought in more viewers than men’s one year (2023)[15]; women’s soccer games sell out huge stadiums; women’s UFC fights headline pay-per-views. They’ve checked those boxes. The pay hasn’t caught up yet largely due to inertia and historical bias in resource allocation. It’s time to accelerate the correction.

Our recommendation in summary: substantially raise female athletes’ pay now – on the order of 2–3× across the board – and create mechanisms (like revenue sharing and equal prize money) to ensure they continue to see pay increases proportional to the sport’s growth. If women’s sports are growing faster than men’s, then women’s pay should also grow faster than men’s pay. That means larger percentage raises each year for WNBA and NWSL players than NBA/NFL players get. It might sound radical, but given the tiny starting base, it’s both feasible and justified. The outcome of doing so will not just be fairness, but likely even more success: happier, financially secure athletes who can focus on excelling, which in turn attracts more fans and revenue.

One could even put a figure like: female athletes collectively “deserve” at least a 50% pay raise immediately (to make up for historic underpayment) and a plan to double their pay in the near term, with top stars eventually making seven figures annually as a norm rather than an exception. Considering that 58% of female pro athletes currently earn less than $25,000 a year from sports[103][104] (which is below poverty line for many), there’s clearly a long way to go. The goal should be that all professional female athletes can earn a living wage and the stars earn superstar money. Given the trajectory we’ve detailed, the money is coming into the ecosystem; it’s time to distribute it more equitably to the women making the magic happen on the court, field, and track.

5. How Is the Women’s Sports Pipeline Evolving?

The surge at the pro level is not happening in a vacuum – it’s supported by a pipeline of girls and young women in sports that has been evolving and strengthening. From youth leagues to college athletics (and even NIL opportunities), big efforts are underway to fuel interest, participation, and development in women’s sports. Let’s explore how the pipeline is changing and powering the next generation of stars and fans:

Youth Participation Boom

Girls are participating in sports like never before. In the wake of Title IX’s 50th anniversary (celebrated in 2022), there’s been a renewed emphasis on expanding opportunities for girls at the grassroots level. Many youth programs that were once boys-only have embraced girls divisions. Take flag football – traditionally a recreational activity for boys, it’s now one of the fastest-growing girls’ sports in high schools. In 2022–23 alone, the number of girls playing high school flag football jumped from ~20,000 to nearly 35,000 (a 60% increase) as states like Florida, New York, and California sanctioned it for girls[105][106]. The NFL has actively supported this, sponsoring girls’ flag initiatives and even lobbying for flag football to become an Olympic sport (which Los Angeles 2028 has now included, giving young female flag players a dream to chase). Similarly, wrestling – once almost entirely male – saw girls’ participation hit record highs (over 30,000 girls wrestle in U.S. high schools now) and an increase of 15% last year alone[107]. The ripple effect of such growth is huge: more girls in non-traditional sports means broader talent pools and fanbases. And traditional girls’ sports like basketball, soccer, volleyball remain robust and are growing. By 2025, high school girls’ sports participation climbed back above 3.5 million, exceeding pre-pandemic levels and setting a new record[28][29]. Notably, many high school sports federations and nonprofits (like Girls on the Run, which introduces young girls to running and life skills) are actively encouraging girls’ involvement, focusing on fun and empowerment to keep them in sports through their teen years.

Improved Pathways and Development

There used to be a drop-off after youth for girls due to fewer competitive opportunities. That’s changing. Club programs and elite training for girls have become more sophisticated, mirroring the systems boys have had. For instance, in soccer, the U.S. Soccer Development Academy launched girls’ divisions, and now the new USL Super League (second-tier women’s soccer launching in 2024) is planning to integrate with youth academies, giving young women more clear paths to pro. In basketball, elite AAU circuits for girls are thriving – tournaments like Nike Nationals showcase top female high schoolers in front of college scouts, akin to boys’ circuits. There are also more all-girls sports camps and clinics featuring women coaches and pros, which help skill development and inspiration. We’ve seen stars like Elena Delle Donne and Sue Bird host basketball camps for girls, and organizations like SheHoops connects girls with mentors and training. Technology and social media play a role too: a girl in a remote area can watch training videos from female pros on YouTube or follow nutrition advice on Instagram, tools that previous generations didn’t have as readily.

High School & College Support

At the high school level, there’s been a concerted effort to add sports for girls and achieve parity in funding (thanks to Title IX pressure). For example, some states are adding girls’ volleyball in the spring season so that it’s not overshadowed by football in fall. High school state championships for girls are getting bigger crowds than before, sometimes hosted in major arenas (the Minnesota girls’ hockey state tournament is a big event there, for instance). Moving to college, NCAA women’s sports have seen unprecedented popularity and investment recently. The NCAA women’s basketball tournament, in particular, has grown into a massive event (with attendance and viewership rivaling the men’s). Importantly, the NCAA finally started using the March Madness brand for women and is selling the women’s tournament TV rights separately (ESPN’s latest deal for it was 10× higher than the last, reflecting its new status[27]). Many colleges are now treating women’s basketball and other top women’s teams as marquee programs, not afterthoughts. For example, the University of Iowa regularly sold out 15,000-seat arenas to watch Caitlin Clark’s games. University of Nebraska’s volleyball team set a world record in 2023, drawing 92,003 fans for a women’s volleyball match held in the football stadium – the largest crowd ever for a women’s sporting event globally, showcasing what’s possible when women’s sports are promoted with creativity.

Additionally, the quality of coaching and facilities for women’s college teams has improved. Top programs have state-of-the-art training centers just like men’s teams. Universities realized that to recruit the best female athletes, they need to offer the best resources (because these athletes now have pro aspirations and brand value). We’ve also seen more women in coaching roles, which can inspire young players to stay in sports (though there’s still progress to be made, having women coaches provides relatable role models for girls in the pipeline).

NIL (Name, Image, Likeness) Impact

One of the biggest game-changers in the pipeline recently is the emergence of NIL opportunities for college (and even high school) athletes since 2021. Female athletes have been exceptionally successful in capitalizing on NIL – in fact, several of the highest-earning college athletes in the country are women. Gymnast Olivia Dunne (LSU) reportedly has NIL deals over $3 million promoting brands on social media; basketball star Paige Bueckers (UConn) and Caitlin Clark (Iowa) have national deals with Bose, Gatorade, Nike, etc., each easily clearing mid-six figures or more. This is hugely significant for the pipeline because it incentivizes women to stay in college sports longer and raises their profile early. For example, Paige Bueckers chose to stay at UConn an extra year partly because she can earn well in college and further build her brand, whereas previously she might have jumped to pro as soon as possible for financial reasons[108]. NIL has essentially made some women’s college sports stars as famous and financially secure as rookies in men’s pro leagues. And even beyond the top tier, many female college athletes in sports like volleyball, softball, track, etc., are getting smaller endorsement deals (free gear, stipends to promote a local business, etc.). High schoolers can even benefit in certain states – e.g. a high school female athlete with a big TikTok following could get paid partnerships. This trend is encouraging more girls to not only participate in sports, but also to take their athletic personas to social media, building followings and seeing sports as part of their personal brand and career. It’s fueling interest because who wouldn’t be more excited to play if they could become a TikTok-famous athlete and maybe pay for college through sponsorships?

The NIL era has also spurred schools to support women’s athletes in brand-building. Schools now host workshops on social media and personal branding, which benefit female athletes (given that women often excel in influencer marketing relative to male athletes). All of this means women’s sports at the college and even prep level have more visibility – which feeds pro interest. A prime example: by the time they turned pro, players like Angel City FC’s Trinity Rodman or WNBA’s Zia Cooke already had major endorsement deals and large fanbases from college or youth fame, helping boost their leagues from day one.

Integration with Academics and Scholarships

The pipeline is also evolving in terms of academics and scholarships. Title IX has ensured more scholarship opportunities for women – there are thousands of female athletes getting partial/full scholarships in college now. Sports such as rowing and equestrian were added in many universities to increase women’s scholarship opportunities, broadening the pipeline beyond the traditional sports. These opportunities mean more girls in high school have tangible goals (scholarships) tied to sports, thus staying engaged. Also, academically, many institutions highlight women’s sports achievements just as they would men’s, which lends prestige and tradition (e.g., University of Connecticut cherishes its women’s basketball legacy akin to Alabama football’s legacy).

Grassroots and Community Programs

Outside schools, numerous community programs specifically encourage girls in sports. The US Youth Soccer organization has millions of girls playing, and they focus on retention of teenage girls (who historically drop out of sports around puberty at higher rates than boys). Nonprofits like Girls Inc. incorporate sports in their programming for confidence-building. There’s also a push for media coverage at the youth level – some local news and social accounts now highlight amazing plays by girl athletes, giving them shine early and normalizing that girls’ highlights are as cool as boys’.

International Influence

The pipeline isn’t just domestic. Many US pro leagues benefit from international talent pipelines (e.g., many WNBA players come from Europe or Australia, many NWSL players from Latin America or Africa). The global rise of women’s sports (like record Women’s World Cup viewership internationally) also motivates U.S. girls (“I want to play for Team USA or in the NWSL because look at those packed stadiums in England or Mexico”). Conversely, more U.S. women are going abroad for experience and coming back better (young Americans going to European soccer academies for instance). The pipeline is becoming more globalized, which ultimately raises the level of play and interest.

Challenges and Evolving Solutions

It’s not all smooth sailing – there are still pipeline challenges like fewer resources at smaller schools, or social pressures that steer girls away from sports in adolescence. But the difference now is that the success of pro women’s sports is feeding back into tackling these challenges. When a high school gym is full to watch the girls’ state championship, that inspires younger girls in the stands. When a college sells a jersey with a woman’s name on it and it’s popular, that tells girls “this could be you”. Programs are consciously addressing barriers – for example, providing free sports hijabs for Muslim girls, or developing wheelchair sports programs for girls with disabilities (paralympian women are also role models). The pipeline is thus becoming more inclusive.

College to Pro Transition Improvements

Another aspect is how well the pipeline transitions athletes to pro. Historically, some women’s sports lacked a clear draft or development league system (the WNBA only has 12 teams, so many good college players had nowhere to go; soccer pre-2013 had league instability). Now, we have more pro opportunities: WNBA may expand soon (more roster spots), NWSL has expanded teams, new leagues like AU and PVF in volleyball, and coming pro opportunities in flag football and cricket potentially. Plus, organizations like Athletes Unlimited provide an alternative pro path (short seasons, open tryouts). For example, a college softball player can aim for Athletes Unlimited’s pro league even if she doesn’t want to go overseas – that was not possible a decade ago. The PWHL in hockey launching in 2024 finally gives female hockey players a stable pro league to aspire to after college. So the “ceiling” has been raised and solidified in many sports, motivating girls to stick with it longer and aim higher.

In summary, the women’s sports pipeline in the U.S. is healthier and more vibrant than ever. We’re seeing record participation at the youth and high school levels, stronger development programs, and a college system that’s investing in women’s sports and producing stars with name recognition even before they go pro. Add in the transformative effect of NIL – giving young women financial and brand-building opportunities – and you have a pipeline that not only fuels the pro ranks with talent, but also grows the audience. Fans often start by watching a star in college and then follow her pro career. This evolving pipeline is truly the foundation for sustained growth: as more girls play and watch, more will become future pros, coaches, referees, and informed fans/consumers of women’s sports. It’s a growth loop: today’s investments in girls’ sports are tomorrow’s championships and sellout crowds. The trajectory from playground to podium is looking brighter and more achievable for young female athletes than at any point in history.

6. How are Accessibility and Inclusion Driving Growth through Diversity in Women’s Sports?

Expanding opportunities for all girls and women – across race, socio-economic status, location, ability, and identity – has been a catalyst for the growth of women’s sports in the U.S. The legacy of Title IX opened doors for female athletes, but inequities persist, especially for those in marginalized communities. Closing these gaps is not just a matter of fairness; it directly fuels growth by enlarging the talent pool and drawing in new fans from diverse backgroun137ds. Programs and policies that promote inclusion help ensure that any girl who wants to play or watch sports feels welcomed, which in turn boosts participation rates and audience interest.

Persistent Gaps for Underrepresented Groups

Research shows that girls from minority and low-income backgrounds, as well as those in underserved areas, still face significant barriers in sport. Girls of color, girls in lower-income families, and those in urban or rural areas tend to start sports later, participate at lower rates, and drop out earlier than their white, suburban, higher-income peers[114]. For example, the drop-out rate for girls of color in urban centers is twice that of suburban white girls; by age 14, 24% of girls in urban areas have quit sports, versus 13% in rural areas[115]. Contributing factors include fewer local opportunities – about half of Black and Hispanic parents feel their community offers more sports programs for boys than for girls[115]. Disability is another frontier: among children with physical or intellectual disabilities, boys are far more likely than girls to be involved in sports. One study found 62% of boys with disabilities showed high interest in sports, compared to only 40% of girls with disabilities, reflecting both interest and access gaps[116]. These disparities highlight why intentional inclusion efforts are crucial – without them, large segments of the population are left on the sidelines.

Persistent Gaps for Underrepresented Groups

Fortunately, a range of programs and organizational initiatives are actively working to broaden access and bring underrepresented groups into the game. Some specific examples include:

• Grassroots Programs for Girls of Color: The Women’s Sports Foundation’s Sports 4 Life initiative (co-founded with espnW) provides grants to community programs that serve African American, Hispanic, and Native American girls. In 2021, Sports 4 Life awarded $294,000 to 42 organizations across 23 states, enabling nearly 8,000 girls to participate in sports – 87% of whom were Black, Hispanic, or Native American[117][118]. By funding coaching, equipment, and outreach in these communities, such programs help close the opportunity gap. “The Women’s Sports Foundation believes that all girls – regardless of race, ethnicity, gender identity or expression, sexual orientation, ability, zip code or family income – deserve equal access to the lifelong benefits of sports,” said WSF CEO Deborah Antoine[119]. This philosophy of inclusion is driving tangible growth: many girls reached by Sports 4 Life had never played sports regularly before, and after involvement, almost all of them wanted to continue[120], creating new generations of athletes and fans.

• Representation Inspiring New Fanbases: When women’s sports showcase diverse role models, it attracts fans from those athletes’ communities, expanding the overall audience. A powerful example is basketball star Shoni Schimmel, a Native American player from the Umatilla Reservation. Schimmel’s success at the University of Louisville and later in the WNBA turned her into a “rock star in the Native American community,” drawing 1,500 Native fans from more than 30 states to pack the arena on her college senior night[121][122]. Tribal members traveled long distances to see someone who represented them on the court. “When the Schimmels are playing, I promise you they’re watching,” said one fan, underscoring how seeing an Indigenous athlete excel sparked nationwide interest among Native communities[123][124]. By embracing and promoting athletes of all ethnicities and backgrounds, women’s sports broaden their appeal and cultural impact.

• LGBTQ+ Inclusion and Welcoming Culture: Women’s sports in the U.S. – and the WNBA in particular – have been trailblazers in LGBTQ+ inclusion. The WNBA was the first pro league in America to establish annual Pride Nights (starting in 2001) and has cultivated an environment where players, staff, and fans can be open about their identities[125][126]. All 12 WNBA teams now host Pride Night games celebrating LGBTQ+ pride, complete with pride-themed jerseys, halftime performances, and special merchandise that supports advocacy groups[126]. This consistent inclusivity has built intense loyalty among LGBTQ+ fans: the WNBA is often noted as the benchmark for inclusivity in pro sports, with a significant number of LGBTQ+ players and coaches, and as a result it boasts one of the largest and most loyal LGBTQ+ fan bases in sports[127]. Embracing LGBTQ+ athletes not only creates an inclusive atmosphere, but also expands the fan demographic – many fans feel a personal connection to a league that champions equality and authenticity. The surge in WNBA viewership and attendance in recent years is in part a testament to that broad, devoted fan community.

• Adaptive Sports and Disability Access: While still an area needing improvement, there are growing efforts to include women and girls with disabilities in sports – which contributes to overall growth by engaging a previously overlooked population. Organizations like Special Olympics (founded by Eunice Kennedy Shriver in honor of her sister with intellectual disabilities) emphasize that girls with disabilities deserve full access to sports. Unified sports programs (where athletes with and without disabilities play together) have spread in schools, creating inclusive team experiences. At the elite level, the Paralympics and other adaptive sports competitions now feature more women athletes than ever, though media coverage remains scant[128]. One challenge is visibility: female Paralympians tend to get little press – for instance, in one study of the 2018 Winter Paralympics coverage, women’s events and athletes were largely “invisible” in the media[129][130]. Despite such hurdles, success stories abound. U.S. Paralympians like Tatyana McFadden (wheelchair racing) and Jessica Long (swimming) have become household names, showing that women with disabilities can captivate the public and inspire the next generation. As schools and community programs continue expanding adaptive sports opportunities (for example, many states now have girls’ wheelchair basketball teams or co-ed inclusive teams at the high school level), we are seeing more girls with disabilities get in the game. Each new participant is also a potential new fan and ambassador. The message is clear: making sports accessible to everyone, regardless of ability, not only changes lives but also grows the sport’s reach.

At every level from youth leagues to pro teams, prioritizing accessibility and inclusion has proven to be a winning strategy. When girls from all backgrounds can play, it increases the talent pipeline (leading to better and more competitive athletes in collegiate and pro ranks)[114][131]. When fans see diversity on the field or court, they see themselves represented – and are more likely to invest emotionally and financially in women’s sports. This cycle is evident in the U.S.: the more inclusive women’s sports become, the faster their popularity and impact continue to climb.

7. How Does Affordability Give Women’s Sports a Family-Friendly Advantage vs. Men’s?

One often underappreciated factor in the growth of women’s sports is affordability. Attending women’s sporting events has traditionally been far more budget-friendly than men’s, making it an attractive option for families looking to experience live sports. Lower ticket prices, reasonable concession costs, and accessible merchandise mean that a family outing to a women’s game can deliver edge-of-your-seat action at a fraction of the price of a men’s game. This affordability not only boosts attendance figures (as more people can afford to go), but also helps cultivate young fans – parents are more likely to bring their kids when the cost isn’t prohibitive, creating lifelong memories and loyalties that strengthen the fan base.

Ticket Prices – Women’s Games Cost Less

Across multiple sports, women’s leagues offer much cheaper tickets than men’s. For example, in professional soccer the average NWSL (National Women’s Soccer League) ticket costs less than half the price of an MLS (Major League Soccer) ticket on the resale market. Data from SeatGeek in 2023 showed MLS tickets averaging around $50, whereas NWSL tickets averaged just $23[132][133]. In Houston the difference was especially stark: a Houston Dash (NWSL) ticket ran about $15 on average, versus $45 for the Houston Dynamo (MLS) – literally three times more for the men’s game in the same city[134]. Similar gaps exist in other sports; historically, WNBA basketball tickets were priced well below NBA tickets. In recent years, surging demand for women’s basketball has narrowed that gap, but women’s games are still generally a bargain. In 2024, the average WNBA ticket was about $87, compared to roughly $94 in the NBA[135][136]. And those WNBA figures include a bump from a few wildly popular games – many regular season WNBA games offer plenty of seats in the $20–30 range, especially in larger arenas or mid-sized markets. The bottom line is that a fan can often attend a top-tier women’s sports event for the cost of a movie night, whereas men’s events might require a much bigger budget.

All-In Fan Experience – Family-of-Four Cost Comparisons

From a family perspective, women’s sports can be a significantly more affordable day out. One way to compare is the total cost for a family of four (tickets, parking, snacks, drinks). By this metric, women’s games often beat men’s by a wide margin. For instance, the average MLS outing for a family of four runs about $419 (league-wide in 2024) when you add up four tickets, parking, four hot dogs, two beers and two sodas[137]. An equivalent experience at a women’s soccer game would be much lower – even if we assume NWSL ticket prices have increased in recent seasons, four tickets might total around $100, and concessions/parking generally are similar or cheaper, putting the family cost perhaps in the $200–$300 range. In professional basketball, a 2025 analysis showed that the WNBA had a family-of-four cost of about $337, which actually rose to slightly above the NBA’s average of $320 for a family of four[138][139]. This increase was driven by unprecedented demand for WNBA superstars – such as the hype around young stars like Angel Reese, Caitlin Clark, and Paige Bueckers – which has driven some ticket prices up[140][141].) However, it’s worth noting that analysis excluded the especially high-demand games and was using primary-market prices[142][143]. In practice, many WNBA teams still offer family bundle deals and cheap seats; for example, in 2023–24 one could find four tickets to a Dallas Wings game for under $140 total before the Bueckers era, and even after her arrival, some teams like the Connecticut Sun had four-packs as low as $107 (except when a superstar came to town)[144][145]. The key point is that a family can attend women’s sporting events – often with better seat locations than they could afford at a men’s game – without breaking the bank. This has made women’s games an appealing family outing, filling seats with parents and kids who might not be able to attend the pricier NBA, NFL, or MLS games regularly.

Cheaper Concessions and Merchandise

Ancillary costs at women’s games also tend to be more wallet-friendly. Concession prices in WNBA arenas, for instance, are often lower than those at NBA games (sometimes intentionally so to court family attendance). In 2025, a survey of WNBA arenas found wide variations, but notable bargains: at an Atlanta Dream game, two 16-ounce beers cost less than a single beer at a New York Knicks or Liberty game (Atlanta’s beer prices were under $17 for two, whereas one beer in New York’s Barclays Center was around $17)[146]. Several WNBA teams keep beer prices around the $10 mark for a large pour, which is relatively low for pro sports[147][148]. Soft drinks and snack deals are also family-oriented. The Dallas Wings, for example, promote a “family-first” concession strategy – they offer the cheapest soda in the league (significantly under the prices elsewhere) and moderate beer prices so that a night out is affordable for parents and kids[149]. League-wide, WNBA fans pay on average about $5–6 for a soda and $4–5 for a hot dog, which is a few dollars cheaper than at many NBA or NHL venues. In fact, at some arenas during women’s games there are special offers like family meal deals. One striking comparison in 2025: the WNBA’s Las Vegas Aces charged nearly $12 for a hot dog (on par with expensive NBA arenas), but the brand-new Bay Area franchise (Golden State Valkyries) charged just $3 per hot dog (or 4 for $12), showing an emphasis on affordable options[150][151]. Overall, a family hitting the concession stand at a women’s game can expect to spend considerably less, which means they’re more likely to indulge in snacks or buy merchandise as part of the experience.

Merchandise and souvenirs are another aspect where affordability can play a role in growth. Official women’s team gear (jerseys, t-shirts, etc.) is typically priced similarly to men’s gear, but importantly, it’s more accessible now than ever – available in more retailers and often with youth sizes and styles for girls. Parents who might balk at a $130 authentic NBA jersey may opt for a $30 NWSL t-shirt or a discounted WNBA replica jersey for their child. Many WNBA and NWSL teams also run frequent promotions (like kids’ fan club packages that include free or discounted merch, or theme nights where the first few thousand fans get a giveaway item). For example, at some WNBA Pride Night games, fans can purchase exclusive pride-themed team apparel with proceeds supporting LGBTQ+ nonprofits[152] – a feel-good purchase that doesn’t cost more than the regular gear. All these factors lower the economic barrier for fans to not only attend games but also proudly wear the team colors, further cementing their bond to the team.

In summary, affordability has been a growth engine for women’s sports. By offering a high-quality live sports experience at lower cost, women’s leagues have attracted many fans who might be priced out of men’s events. Families, in particular, have embraced women’s games as a budget-friendly outing – it’s not unusual to see packs of young girls at NWSL or WNBA games, screaming for their heroines, because their parents could afford tickets for the whole family (perhaps even season tickets, which are often very reasonably priced for women’s teams). This family-friendly atmosphere feeds back into growth: kids who get to attend live games are more likely to become avid fans (and maybe athletes) themselves. Indeed, league officials often cite the family audience as crucial to attendance – for instance, NWSL Commissioner Jessica Berman noted that the “rocket fuel” behind their record attendance surges has been getting families in the seats[153][154]. As women’s sports continue to gain popularity, maintaining affordability will be key. The good news is that even as demand rises (and some ticket prices follow), women’s leagues seem intent on keeping the experience accessible. After all, a core mission from the beginning has been to invite more people into the game – and there’s no better way to do that than making it possible for any fan, big or small, to come cheer without worrying about the price tag.

8. 10 Ways Women’s Sports Can Grow Even More Over the Next 5 Years

Women’s sports are on fire, but this is just the beginning. Here are 10 big opportunities to ignite even more growth in the next five years – and why each could be a game-changer:

1. Mega Media Deals & Visibility Boosts: Secure more prime TV slots and streaming partnerships for women’s sports. Visibility is vitality. Putting WNBA Finals on ABC primetime, or NWSL matches on big network weekends, will draw new fans. As media rights renew, strike deals that not only bring revenue but guarantee widespread distribution (e.g., a dedicated weekly game on CBS or NBC). More eyeballs means more sponsors and fans. We’ve seen how viewership jumped 430% when more games hit major networks[21], so imagine doubling down on that. Also, explore creative broadcasts – perhaps an Amazon behind-the-scenes stream or a Netflix docu-series leading into seasons (similar to Formula1’s “Drive to Survive” effect). Broad exposure is growth fuel.

2. League Expansion & New Teams: Add more teams across women’s pro leagues, especially in markets with high demand. Many cities are clamoring for women’s teams – satiate that hunger. The WNBA is planning to go from 12 to 14–16 teams by 2028[53]; maybe accelerate that to capture momentum (e.g., bring teams to Toronto, the Bay Area, Nashville – all rumored interest spots). NWSL is expanding beyond 14 to possibly 16+ by 2030[109][110]. Each new team brings new local fan bases, sponsors, and media. For instance, when Angel City FC launched in LA, they sold 16,000 season tickets and created a buzz; a similar effect can occur in other cities. Expansion also creates more roster spots, meaning more talent on display. The key is to do it sustainably – ensure new owners are well-capitalized and committed (which, given recent bids of $50M+, they are[82]). In short, growing the footprint regionally will grow leagues nationally.

3. Marketing Star Players as Icons: Invest heavily in marketing individual female athletes as superstar personalities. One thing men’s sports does well is create household names (LeBron, Brady, etc.). Women’s sports can do the same with its stars – many of whom already have compelling stories and social followings. Leagues and sponsors should put marketing dollars behind rising stars and athletes like A'ja Wilson, Caitlin Clark, Sabrina Ionescu, Sydney McLaughlin, Trinity Rodman, Sophia (Smith) Wilson, Coco Gauff, Naomi Osaka, Simone Biles, Chloe Kim, etc., plastering them on billboards, commercials, and social media campaigns. Create narrative showpieces – e.g., a year-long “Road to the Championship” series following top players. Let fans get to know the athletes’ personalities and rivalries. This star-centric marketing will pull in casual fans who might not follow a whole league but will tune in for favorite players. It also boosts merchandise (signature shoes, jerseys) – note that Sabrina’s signature Nike sneaker and Breanna Stewart’s Puma shoe were hits. In five years, we should have a roster of female athletes who are true crossover stars, invited on late-night shows, hosting SNL, etc. That mainstream recognition will significantly elevate women’s sports’ profile.

4. Innovative Fan Engagement: Leverage technology to deepen fan engagement – including fantasy sports, betting, and interactive viewing. The sports fan of the future wants to participate, not just watch. Develop robust fantasy leagues and prediction games for WNBA, NWSL, etc. (ESPN launched a fantasy WNBA, but it can be bigger). Fantasy sports and legal betting have been proven to hook fans and increase viewership (e.g., betting on WNBA games climbed nearly 3x in one year[111]). Encourage states to include women’s leagues in sports betting offerings – more data and promotion around that will pull in the lucrative sports-bettor demographic. Also incorporate tech like alternate broadcasts (e.g., mic’d up players on secondary audio feeds, or Twitch streams with player commentary). AR/VR experiences could let fans feel like they’re courtside at a WNBA game from home. There’s also unique venues like Cosm in Los Angeles and Dallas where fans could watch games in The Dome, a unique, immersive courtside/field-level broadcast for live sports. Social media engagement should continue to be huge – maybe the leagues could partner with TikTok or YouTube influencers for live watch-alongs, challenges, etc. WNBA “tunnel fits” have become a viral showcase of players styles, yet another massive opportunity for social/retail collaboration to tap into the growing crossover between sports and streetwear culture. By making engagement fun and interactive, you cultivate stickier fandom. Think of it this way: if someone has their fantasy team’s points or a bet riding on a game, they won’t miss it – so women’s leagues should embrace those platforms wholeheartedly.

5. Grassroots Growth & Community Integration: Double down on grassroots programs that connect pro teams with youth and local communities. One way men’s sports built loyalty was through local community ties (youth clinics, school visits, etc.). Women’s teams can lead here. Every WNBA and NWSL team could sponsor girls’ youth leagues or afterschool programs in their city – so thousands of girls grow up wearing the local team’s jersey and meeting players. Initiatives like “camp days” (morning games where kids attend) have been successful; expand those. Create more mentorship programs where pro athletes adopt local high school teams to guide and support. Not only does this inspire the next generation of players, it cements lifelong fans. Also, lean into what women’s sports already excels at: the sense of community and accessibility. For example, women’s sports events often have post-game autograph sessions or meet-and-greets; continue and amplify that. Host open practices or skills clinics led by players. The more touchpoints between pros and fans at the grassroots, the more invested the community becomes. In five years, we want every young girl (and boy!) in a city with a pro women’s team to have interacted with that team in some way – attended a clinic, seen a game on a school trip, etc. That builds fanbases that last.

6. Strategic Corporate Partnerships & Sponsorship Activations: Bring in more big-name sponsors and activate them in creative ways that benefit women’s sports directly. We’ve seen progressive brands (Ally, Visa, Google) dive into women’s sports – now bring in others (Coca-Cola, McDonald’s, Apple, etc.) with significant campaigns. And crucially, structure partnerships so they are more than logo placement. For instance, sponsor-funded initiatives like a “Nike Player Marketing Fund” to promote individual stars, or “Coca-Cola Community Corners” that give free tickets to youth groups. Sponsors can also sponsor specific broadcast segments (like “Gatorade post-game show for NWSL” to ensure that exists). The idea is to integrate sponsors so that they add value: e.g., a trading card company could sponsor an annual “Women’s Sports Card Day” with giveaways, or a tech company like Apple could produce a documentary series on women’s teams for AppleTV+. Another catalyst: sponsor-backed prize money increases – as seen when KPMG boosted the purse of the LPGA PGA Championship. More such deals can directly improve athlete earnings (and thus competition). Also pursue non-traditional sponsors who align with women’s sports values – think health/wellness brands, women-led businesses, etc. The next five years could see women’s leagues luring some sponsorship dollars away from men’s sports by offering better value (as they already yield higher ROI in many cases[60]). More money + smart promotion = growth.

7. Enhanced Storytelling & Media Coverage of Women’s Sports Stories: Invest in year-round storytelling – not just game coverage – to keep audiences engaged and emotionally invested. This means more documentaries, player profile pieces, podcasts, books, films, and social media content highlighting the journeys and personalities in women’s sports. We have rich storylines: mothers returning to pro sports (e.g., Allyson Felix running after pregnancy), multi-sport athletes, battles for equality (the USWNT fight, etc.), international players adapting in the U.S., and so on. Developing and distributing these stories via mainstream outlets will grow interest. For example, the “30 for 30” on the 1999 U.S. Women’s Soccer Team (“The Nine for IX” series) created nostalgia and reverence that helped fuel NWSL support. A fictional Hollywood movie about a WNBA star or a Netflix drama series set in women’s college basketball could also bring in new fans (like how “Ted Lasso” indirectly boosted interest in soccer, including the NWSL). Additionally, push for more women’s sports talk in sports media – hiring female analysts and commentators has increased, but let’s see daily debate shows include WNBA/NWSL topics regularly. Collaborate with female sports influencers (especially ones connecting with Gen Z), like Katie Feeney, a recent Penn State grad who has more than 14 million social followers and just joined ESPN as a a sports and lifestyle content creator. More journalistic coverage (investigative pieces, data analysis pieces on women’s games) will also legitimize and intrigue. Essentially, keep women’s sports in the conversation year-round. When fans feel they know the athletes and narratives, they watch more. This deeper emotional connection is a huge growth catalyst.

8. Global Events & Competition on Home Soil: Host more high-profile women’s sports events in the U.S. and integrate global competition to spur interest. For instance, bid to host the 2031 FIFA Women’s World Cup in the U.S. (the 1999 WWC was a watershed moment; having another on home soil could explode soccer interest even further). Or bring a Women’s Champions League final or a major tennis WTA Finals event to the U.S. Additionally, create more international club competition – maybe a yearly “WNBA vs EuroLeague” champion’s cup game, or invite top European women’s soccer clubs to play NWSL teams in a summer cup. International matchups create buzz and measure the best vs best, which fans love. With the Olympics 2028 in L.A. coming, capitalize on that: market the female Olympians heavily (gymnastics, track, soccer, basketball) and then funnel those viewers into domestic leagues after the Games. Big events are rallying moments that can attract casuals who then stick around as die-hards. Also, events like the NCAA Women’s Final Four – consider hosting it in mega-venues occasionally (as a trial, maybe in a dome stadium) to break attendance records and make a statement. Ambitious events generate headlines, and headlines = growth.

9. Continued Advocacy & Equality Movements: Use the momentum to push for structural changes that benefit women’s sports – equal pay, equal facilities, etc., as these wins often correlate with growth. For example, the recent USWNT and USMNT equal pay agreement not only was just, but it generated positive press and might have swayed more fans to support women’s soccer[112][113]. In the next five years, there’s opportunity to advocate for things like NCAA women’s and men’s basketball tournament broadcast rights being separate (done), equal marketing budgets from the NCAA (in progress), more female athletic directors and decision-makers (which tends to increase focus on women’s programs). Also, securing collective bargaining agreements in new leagues that ensure players are treated as professionals (charter flights, health insurance, maternity leave policies – WNBA led on that in 2020 CBA). When athletes feel supported, the on-field product improves. And showing that women’s sports are being treated equitably (like when all NCAA tournaments carry March Madness branding now) signals to fans and media that these are premier events worth attention. The broader cultural movement toward recognizing women athletes’ value should continue – as society values women’s sports more, more people watch, which further compels decision-makers to allocate resources. Advocacy from athletes themselves (like WNBA players speaking out on social issues and visibility) has actually drawn people to the sport because they admire these athletes off the court as well. So continuing to lead in social impact – making women’s sports synonymous with positive change – can galvanize a passionate, values-driven fanbase that grows over time.

10. Continued Advocacy & Equality Movements: Make it as easy and exciting as possible for fans to follow and attend women’s sports. This includes practical things like scheduling games at fan-friendly times (e.g., more weekend afternoon games for families) and bundling tickets affordably. Also, leveraging digital platforms – e.g., maybe a unified Women’s Sports App that aggregates all leagues’ content and schedules, so a fan of women’s sports can follow everything in one place easily. On the game experience side, many women’s events are already very family-friendly and affordable; keep that, but also innovate with in-game entertainment and promotions to create must-see spectacles. Try things like concerts or festivals around big games (the NCAA women’s title game could have a fan fest weekend like the Super Bowl does). The more fun and accessible the experience, the more repeat fans you get. Also consider regionalizing some events for convenience – e.g., a “West Coast roadshow” where multiple women’s teams play a series of games in a region to attract fans from a wider radius. Essentially, remove any barriers for fans: make finding games, buying merch, engaging on social media extremely convenient and modern. One particular improvement: improve broadcasting quality – ensure every televised women’s game has high production values (no more single-camera setups for some matches, give it the full treatment with good commentary). When the product looks big-league, people treat it as such and more will tune in.

Each of these 10 opportunities feeds into greater exposure, better quality, and stronger fan connection. If pursued, by 2030 we could see women’s sports doubling viewership again, new franchises thriving, star athletes becoming mainstream icons, and a fandom that rivals long-established men’s sports. The momentum is here – these are the catalysts to supercharge it.

* TL;DR: women’s sports revenue grew 4–5 times faster than men’s

Women’s professional sports in the U.S. are experiencing explosive growth on all fronts – revenues are up, TV ratings are shattering records, participation is at all-time highs, and media coverage has finally come out of the dark ages. In the past five years, women’s sports revenue grew 4–5 times faster than men’s[1], and viewership for events like the NCAA women’s basketball championship and WNBA has outright outpaced men’s events at times[15][17]. This surge is being driven by a coalition of leagues with bold investors (teams selling for tens of millions, new franchises launching), superstar athletes becoming household names, sponsors and media giving women’s sports the spotlight they long deserved, and a cultural shift that celebrates women athletes’ skills and stories. If you invested in women’s sports now, you’d be buying into an undervalued market – early owners have seen 30x to 50x returns on team valuations in just a few years[49][85] – indicating that women’s sports may be the hottest investment in sports.

However, with success comes new imperatives: female athletes remain underpaid relative to their male peers, often earning mere pennies on the dollar[92], so as revenues rise, their paychecks should too – significantly. We recommend substantially boosting women’s salaries (think 2–3× raises now, with star players reaching seven figures soon) to match their performance and growing commercial value. The pipeline feeding the pros is stronger than ever: more girls are playing sports (3.5M+ in high schools[28], flag football and wrestling on the rise), college women’s sports are packing arenas, and NIL deals are turning female college athletes into big-name influencers before they even go pro. This ensures that the wave of talent and interest will keep building.

Looking ahead, the opportunities to grow even more are plentiful: land bigger media deals and put women’s games on major networks regularly; expand leagues to new markets hungry for teams; market the heck out of star players and compelling rivalries; engage fans with fantasy sports, betting, and interactive tech; keep investing in grassroots programs to cultivate young fans; and continue pushing for equality in resources and coverage – because when women’s sports get equal treatment, the result is fire (just look at what happened when the women’s NCAA tournament got its due – viewership blew up).

In a nutshell, women’s professional sports are no longer a “niche” – they’re mainstream and growing at a breakneck pace, outperforming many men’s sports in growth metrics[1]. The past five years were about breaking records and proving the doubters wrong; the next five years could be about closing the gap entirely. If everyone – leagues, media, sponsors, and fans – continues to pull together, we’ll see more sold-out stadiums, higher athlete salaries, new teams, and some of the best sports action out there, period. The rise of women’s sports isn’t just a feel-good story; it’s a powerhouse revolution in the sports industry with no signs of slowing. In short: Women’s sports are on the ascent – get on board, because the future of sports is female, and it’s now.

Sources:

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Research compiled from cited sources; initial draft produced with AI; all analysis, structure, and final edits by Michael H. Comments/feedback: hi@newdaystudio.co.

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