The Future of Women's Sports: Fuelling Growth and Proving Value

At the time of writing this we stand at the foot of a mountain of potential for women's sports - there are several major events that will offer significant opportunities to gain greater visibility, engagement, and commercial traction.

As World Rugby’s Sally Horrox (Director of Women's Rugby) put it, 2025 if all about “profile and participation”.

It's clear that we're standing on the brink of something significant. The rising interest, coupled with increased media coverage, presents both an opportunity and a challenge for those of us in sports marketing and brand strategy. But how do we translate this growing enthusiasm into sustainable growth?

We've all seen it—women's sports are gaining traction. Whether it’s the packed stadiums during the FIFA Women’s World Cup or the buzz around the Women’s Six Nations Rugby Championship, there’s no denying that the audience is there. Take the UK’s own Lionesses, for example. Their victory at the 2022 UEFA Women’s Euro didn’t just win them a trophy; it ignited a renewed passion for women’s football across the nation. But here's the question: How do we keep that momentum going beyond the big events?

The Challenge is Converting Interest into Revenue

Now, this is where it gets tricky. While brands are more willing to invest in women's sports, the reality is that the budget allocated is often just a fraction of what goes into men’s sports. It’s a frustrating gap, isn’t it? The Women’s Super League (WSL) has made great strides in popularity, yet it still lags behind the Premier League when it comes to sponsorship and media rights deals. This disparity begs the question: What’s holding brands back from committing more substantial resources? Is it a lack of belief in the ROI, or are there deeper structural issues at play?

Proving the Value of Women's Sports

One thing we all know is that data drives decisions. To unlock the potential of women's sports, we need to get better at proving their value to advertisers, sponsors, and broadcasters. This isn’t just about eyeballs; it’s about understanding who these fans are—what they buy, what they value, and how loyal they are to the brands that support their teams.

Look at what Barclays has done with their sponsorship of the WSL. They’ve taken the time to understand the audience, leveraging data to tailor their marketing strategies effectively. The result? A stronger brand presence and a clearer demonstration of the value of investing in women’s sports. Are we doing enough to showcase these kinds of success stories to potential sponsors?

Media coverage is crucial—we all know that. Increased visibility naturally leads to greater fan engagement, and that’s where the commercial opportunities start to snowball. But despite the growing interest, women’s sports still don’t get the media love they deserve. Why is that?

The BBC’s commitment to broadcasting women’s sports has been a real game-changer here in the UK. Their coverage of the WSL and international women’s cricket has brought these sports to a wider audience. But what about the other broadcasters? Are they doing enough to elevate women’s sports,? Well they can’t do much more as they announced recently that they had secured xclusive rights to broadcast every game of the 2025 Women's Rugby World Cup.

But what more can we, as industry experts, do to push for broader media exposure?

Expanding the Ecosystem

For sustained growth, we need to think long-term. That means investing in grassroots programmes, improving infrastructure, and nurturing the next generation of female athletes. The report highlights this as a key area, and I couldn’t agree more. But how do we ensure that these initiatives are sufficiently funded and prioritised?

Take The FA’s "Gameplan for Growth" initiative, for example. It’s a solid blueprint for boosting participation in women’s football at the grassroots level, with a target to double the number of female players by 2025. But let’s be honest—does the current funding and support really reflect the ambition of these goals? And what happens when these young athletes reach the top? Are we ready to support them with the same level of infrastructure and opportunity that their male counterparts enjoy?

There’s no doubt that women’s sports are on the rise, but unlocking their full potential is going to require a concerted, strategic effort from all of us in the industry. We need to ask ourselves: Are we doing enough to convert interest into sustained growth? Are we making the case for investment with the right data? And perhaps most importantly, are we committed to building an ecosystem that supports women’s sports from the grassroots to the global stage?

Here in the UK, we’re seeing glimpses of what’s possible. The Lionesses, the WSL, and initiatives like "Gameplan for Growth" are all positive signs. But the real question is: How do we take these successes and turn them into a blueprint for the future of women’s sports—not just in the UK, but globally?

We’re at a critical juncture in the development of women’s sports. The interest is there, but the real challenge lies in converting that into sustainable revenue and long-term growth. Are we ready to make the necessary investments, leverage data more effectively, and expand the ecosystem to ensure women’s sports not only survive but thrive? I believe we are, but it’s going to take a collective effort.

What do you think? Are you in?