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Elite women's sports set to surpass £1 billion in global revenue in 2024, forecasts Deloitte

Posted : 29 November 2023

Global revenue generated by elite women's sports is anticipated to surpass £1 billion for the first time in 2024, according to financial experts at Deloitte. This prediction follows a year of growth highlighted by the Fifa Women's World Cup in 2023.

 

Football is expected to lead the way with a forecasted £439 million, while basketball is predicted to be the second most valuable sport with £280 million. The projections are based on matchday, broadcast, and commercial revenue, with commercial revenue anticipated to contribute 55%, broadcast revenues making up 27%, and matchday revenues contributing the remaining 18%.

 

In 2023, Deloitte's revenue forecast for women's sports was £771.8 million, indicating a substantial increase to £1.02 billion in 2024. Commercial revenue, encompassing club sponsorships, partnerships, and merchandising sales, is expected to be the largest contributor. North America is predicted to be the dominant geographical market in 2024 with a 52% share, outpacing Europe, which is expected to hold a 14% share.

 

This announcement comes at the end of a year that witnessed continued growth in women's sports. The Women's Sport Trust reported a significant rise in viewership figures in the UK, attributed in part to the football World Cup.

 

Events such as the Women's Six Nations, Solheim Cup in golf, England women's cricket team, and netball World Cup have also gained popularity. Deloitte's Insights Lead for Sports Business Group, Jennifer Haskel, highlighted the "exceptional growth in women's sport across the globe" and emphasized that women's sports are increasingly viewed as a unique and distinct product.

 

Three years ago, Deloitte estimated the value of women's sports to be "well under $1 billion" (£800 million). The anticipated surge in revenue precedes a busy 2024 for women's sports, featuring prominent events such as the Paris Olympics, women's Six Nations, athletics World Indoor Championships, and international fixtures for Heather Knight's England cricket side.

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