Long relegated to the background, women's sport is breaking new ground and will surpass the €2 billion revenue mark in 2025. A spectacular surge of 240% in four years, according to a study by Deloitte.
Between ticket sales, TV rights, merchandise, and partnerships, the women's sports business is booming, driven in particular by the Rugby World Cup in England (August-September 2025). Sponsors are pouring in, audiences are climbing, and the public is demanding more. The queens of the field? Basketball and football. With €916 million for the former and €751 million for the latter, these disciplines are leading the way. The Women's Rugby World Cup and the 2027 FIFA World Cup in Brazil are expected to further boost this growth.
Jennifer Haskel, an analyst at Deloitte, sums it up: "The commercial appeal of women's sport has never been stronger. But to turn this opportunity into reality, long-term strategies are needed to ensure the sustainability of leagues and clubs." In other words, the momentum is there, but beware of the slump after major events. One thing is certain: the clichés about the lack of profitability of women's sport have been dealt a serious blow.
