Football Helping Women’s Sport Break The Billion-Dollar Barrier
Deloitte predicts that women’s elite sports will generate global revenues of US$1.28bn in 2024 (£1.02bn).
This is the first time that annual global revenues for women’s sport will have surpassed US$1bn. This total is at least 300 per cent higher than Deloitte’s previous valuation three years ago.
Deloitte’s forecast is based on the three main categories of revenue for women’s sports; matchday, broadcast and commercial.
Commercial revenue, which includes club sponsorships, partnerships, and merchandising sales, currently represents the largest share of total revenue (US$696m, 55 per cent).
This is followed by broadcast (US$340m, 27 per cent), and matchday (US$240m, 18 per cent) revenues.
The two most valuable women’s sports are projected to be football (US$555m, 43 per cent) and basketball (US$354m, 28 per cent), while the largest geographical markets in 2024 are forecast to be North America (US$670m, 52 per cent) and Europe (US$181m, 14 per cent).
Jennifer Haskel, insights lead for Deloitte’s Sports Business Group, said: “Over the last few years we have seen exceptional growth in women’s sport across the globe, driving a significant uplift in its commercial value, which in turn has led to growing interest from investors.
“Crucially, women’s sport is increasingly being viewed as a unique product that is becoming ever more distinct from men’s elite sport.
“This surge in fan and investor engagement is leading to new and improved opportunities for clubs and leagues, including greater commercial partnerships, increased participation and bigger matchdays.
“In order to ensure this growth remains consistent and sustainable, sports organisations must ensure that investment is directed to the right places such as encouraging fan loyalty, player welfare and maintaining competition across leagues.”
Deloitte expects valuations for teams and leagues to continue to rise, with several teams’ values predicted to exceed US$100m in 2024.
Meanwhile, major events and global competitions such as the FIFA Women’s World Cup and Women’s Tennis Association tour are expected to contribute US$425m – 33 per cent of the forecasted total.
In turn, Deloitte expects that in 2024 women’s elite sports will continue to be allocated additional prime time broadcast slots, making the women’s events easier to find and watch.
