Women's Sports See Record Growth, Viewership, Investment

Women's sports are experiencing unprecedented growth in both the U.S. and Europe, characterized by rising viewership, increasing team valuations, and surging advertising investment. According to a recent AP-NORC report, three in ten U.S. adults now follow women's professional or college sports. Advertising spending on women's sports reached $244.4 million in 2024, nearly 2.5 times higher than previous years. The momentum has led to new business models such as women-focused talent agencies like AP Talent, which connect female athletes and brands. Research from the University of Kansas highlights that shared social media accounts with men's teams can limit female athletes' online followings, emphasizing the importance of distinct branding. Expansion fees and franchise valuations in leagues such as the WNBA and NWSL have reached record highs, signaling strong investor confidence and robust revenue prospects.