3 reasons why companies should invest in women’s sport now

• In 2024, female sports income forecasts exceeded one billion dollars worldwide.
• The sustained interest, continuous growth and significant long -term impact for female sport will depend on an increased investment.
• 85 % of women interviewed who practiced a sport said that the skills they had developed in the field and on the court were important to succeed in their careers.

Women’s sport has a great moment. Just this year, the Paris Olympic Games have entered history by being the first Olympic Games with gender parity among athletes, more viewers than ever presented themselves and listened to the WNBA (the National Women’s Association Basketball) of the United States and Revenue projections in women have exceeded one billion dollars worldwide.

Last year was monumental for women in sport and this momentum does not seem to slow down as soon as possible, but a sustained interest, continuous growth and a significant long -term impact will depend on increased investment. The current environment offers many opportunities, especially since notoriety and demand for female sport should increase rapidly in 2025 and beyond.

In simple terms, the time has come to invest. Here are three of the main reasons why:

1. Investing in women’s sport is not only good for women, it’s good for business

Historically, the number of viewers and the perceived interest in female sports were significantly lower than those of their male counterparts, which justified a significant difference in terms of investment. Today, the figures tell another story. World female sport income has increased by 300 % in just three years. And, according to a recent survey commissioned by Deloitte, 99 % of brand decision -makers say they have increased their investments in women’s sport in the past five years.

Women get involved in sport – Men and women – like never before. In turn, their interest and their request popularized the coverage of female sports via platforms historically dominated by men, thus reaching a male audience. The result? A virtuous circle that quickly increases the audience of sport as a whole.

As a Fandom, women present themselves differently from men. Research suggests that women are more likely to buy sports items and accessories. And do not hesitate to share their enthusiasm for sport on social networks. Although different from commitment and performance measures focused on men, women have favored a viral approach and worthy of the fandom buzz and support for sports brands and sponsors, especially around companies supporting sport female. With consumers in charge, the exhibition of athletes, brands and events are increasing.

2. The investment can reshape the landscape of female sport and encourage girls to stay in sport

Beyond the creation of good business returns, investing in women’s sport can prepare generations of women for success.

Research suggests that women earn around 82 cents for each dollar won by men.. In sport, it has been largely reported that the wage gap between men and women is even more important. How can companies help? By investing in women’s sport, companies not only support the idea of ​​wage equity, but also contribute to the solution: a greater audience and more sponsorships translate ultimately by better and more equitable remuneration for female athletes.

In addition, by giving greater visibility to women’s sport, companies help create new models for girls who can encourage them to stay in sport. Studies show that girls who practice a sport develop skills such as the ability to develop strategies, work in a team, train and execute, who have an extremely positive impact on their subsequent careers. In a Deloitte study85 % of women interviewed who practiced a sport said that the skills they had developed in the field and on the court were important to succeed in their careers. The results were even higher among women occupying management positions (91 %) and women earning $ 100,000 or more (93 %). The girls who play become women who run.

3. The obstacles perceived to investment are often unexploited opportunities

We do not have the same quantity and the same data quality on female sports and sponsorships as on male sports. This is why it is important to adopt the state of mind of a venture capital investor when it comes to female sports: recognize the opportunity, acquire the best available data and act. So what are the factors that brands should take into account before investing in women’s sport?

First of all, determine if the target audience of your business corresponds to the fans of the sports establishment. Time and capital can be lost if there is no overlap between the two, so it is important to be reflected.

Second, quantify and justify the return on investment thanks to established key performance (KPI) indicators. At first, do not only consider income. For example, KPIs can include presence on social networks, brand recognition or the way a customer reacts to sponsorship events. Intangible factors count.

Third, determine whether the values ​​of the sporting property correspond to those of your company and benefit from strong media coverage or high range. These are two essential considerations since sponsorship must line up and advance the brand and culture of a business. Even if the interest in female sport increases quickly, we are only in our debut. Be strategic to make the most of this opportunity and create a positive impact.

We are at an inflection point. This is why Deloitte is a founding member with AT&T, Capital One and Cisco of Athena’s commitmentwhich aims to mobilize investments, research and opportunities in the industry and to rally other brands and businesses to increase investments and support for women’s sport.

The potential for female sport in terms of brand growth and market is important. It’s time to get into the game and defend a more inclusive sporting future for everyone.

This article was initially published on World Economic Forum Blog.