Three Reasons For Businesses To Invest in Women’s Sports Today
Data presented at the annual meeting of the World Economic Forum in Davos this year shows that women’s sports are experiencing rapid growth, making it an ideal time for businesses to invest. With awareness and demand expected to surge in 2025 and beyond, early investment offers both social impact and business returns.
1. It’s Good for Business
Global revenue from women’s sports has grown 300% in just three years. A Deloitte survey found that 99% of brand decision-makers have increased their investments in women’s sports. Women are highly engaged fans, actively promoting teams and sponsors on social media and buying merchandise. This creates a ripple effect that expands overall viewership and enhances brand visibility.
2. Investment Creates Opportunity
Supporting women’s sports contributes to closing the gender pay gap and creates visible role models for young girls. Increased visibility leads to more sponsorships and better pay for female athletes. Studies show that girls who play sports gain leadership and teamwork skills that benefit them in their careers, especially among high-earning women and those in leadership roles.
3. Barriers Are Hidden Opportunities
Though data on women’s sports is still limited, companies should approach investment like venture capital: identify potential, measure return with smart KPIs (like brand recognition and social reach), and align with values. Strategic, early-stage investment can help shape the industry and yield long-term benefits.
Companies like Deloitte, AT&T, and Cisco are leading the charge through initiatives like the Athena Pledge, encouraging others to support women’s sports. With the momentum building, the opportunity is now to drive equity, visibility, and business growth. More info on the following link