Revenues in elite women’s sports are experiencing rapid growth, with projections estimating a global total of at least $2.35 billion in 2025. Women’s basketball has surged ahead of football and is now expected to generate over $1 billion in revenue alone, marking a 44% increase. Previously, all women’s sports combined surpassed the $1 billion mark for the first time in 2024, ultimately reaching $1.88 billion, reflecting a dramatic 240% rise in just four years.
Despite this significant financial growth, many women’s football clubs and leagues continue to face substantial economic challenges. A recent survey of 669 clubs across 101 territories found that the average salary for players worldwide is $10,900. Additionally, across the 24 highest-ranked territories, average operating expenses exceed revenue by 71.1%, and only four leagues have title-sponsorship deals worth over $1 million annually.
Financial struggles persist at the club level as well, with 67% of top-tier clubs experiencing year-on-year losses. The sport remains in the “start-up business” phase, with match-day revenues still relatively low. Average global attendance is 1,713 per game, and ticket prices stand at $9.30 for adults and $4.60 for concessions. Furthermore, only 20% of women’s football clubs offer season tickets, limiting their ability to generate sustained revenue through fan engagement.
However, the broader commercial landscape of women’s sports is seeing accelerated financial backing and growth. Industry experts highlight the significant commercial opportunities within women’s sports, particularly as female athletes tend to engage more actively with fans on social media. New brands are increasingly entering the market, many from industries with little prior involvement in sports sponsorship, recognizing the marketing leverage that women’s sports organizations provide.
Commercial revenue remains the primary driver of growth, far outweighing broadcast income in current projections. Unlike men’s sports, where media rights play a dominant role, women’s sports are seeing commercial sponsorships and endorsements as the key factors fueling expansion. While basketball currently leads in revenue generation, football is expected to reclaim the top spot in the long run, driven by its growing professionalization and the increasing number of assets within the sport.
Women’s basketball is benefitting from rising star power, with athletes securing major commercial deals and a surge in merchandising sales. Global revenues for women’s football are projected to climb from $740 million in 2024 to $820 million in 2025, while women’s basketball revenues are expected to jump from $710 million to $1.03 billion over the same period.
Another key challenge in women’s football is the underrepresentation of female coaches. Currently, only 22% of head coach positions at women’s clubs are held by women. Industry leaders acknowledge that while this figure cannot be improved overnight, continued investment in coach development programs is necessary to unlock more opportunities for women and foster a more inclusive leadership landscape in the sport.
As women’s sports continue to gain financial traction, both commercial and structural developments will play a crucial role in shaping the industry’s future growth and sustainability.
