Women's elite sports revenues to reach US$3 billion in 2026

Deloitte predicts that global revenues in women’s elite sports will reach at least US$3 billion (£2.2 billion) for the first time in 2026. This represents a 25% increase on the US$2.4 billion value generated in 2025.

Overall, revenues in women’s elite sports rose by 248% from 2022 to 2025. Based on current projections, this is expected to rise to 340% between 2022 and 2026.

Updated figures and projections were calculated based on three main categories of revenue: matchday, broadcast, and commercial. Commercial revenue, including sponsorships, partnerships and merchandising sales, is expected to represent the largest share of revenues (45%) across women’s sports in 2026. This represents a similar share to 2025 (46%) but has grown in absolute terms by over US$250 million as organisations continue to build enhanced brand recognition and interest, attract new partners and negotiate improved contracts with existing partners.

Deloitte’s projections also show that broadcast revenue is expected to make up 25% of women’s sport revenues (US$765 million) in 2026, up from 23% in 2025. Meanwhile, matchday revenues are predicted to make up 30% (US$911 million), down in share from 31% in 2025, but an increase in absolute terms of over US$163 million.

Jennifer Haskel, knowledge and insights lead in the Deloitte Sports Business Group, said: “The global women’s sports market is undergoing a profound transformation, attracting new audiences and creating a powerful, unique identity. Surpassing the three-billion-dollar mark in 2026 would be a phenomenal achievement and would cement women’s sport firmly in the spotlight.

“However, it is important to recognise that it is still early days. Building a sustainable cultural and economic identity requires strategic investment, patience, and innovation. The industry’s enduring success will be built on diligently collecting data, analysing its impact, and making corrections driven by these learnings.”

Football and basketball are expected to remain as the top revenue-generating women’s sports globally in 2026, with each expected to represent 35% of the total revenue. While both sports benefit from having an established presence in highly professionalised environments, football’s projected growth will likely be driven by the emergence of leagues as independent entities, and the restructuring of sports organisation structures that include other assets, such as men’s teams, to set women’s teams up for success.

North America (US$1.64 billion, 54% of total) and Europe (US$434 million, 14%) are expected to remain the largest revenue generating markets for women’s sport, with the emergence of new leagues and increased professionalisation.

Across multiple sports, major events in 2025 also set the stage for growth, drawing in record-breaking crowds, and creating game changing experiences for fans. Deloitte expects these events to drive further investment in select regions, as well as spur fan growth for both domestic leagues, athlete followership, and future global events.

Haskel added: “Major sporting events are proving to be unparalleled catalysts for women’s sport globally. We saw the power of this in 2025 at the Rugby and Cricket World Cups, which not only showcased elite talent, but vividly illustrated how strategic investment, both on and off the field, can ignite a new generation of athletes and fans.

“The convergence of talent development, passionate fandom, and strategic investment is propelling the industry into an exciting era of growth. Clubs, leagues, and competitions are not just recognising their profound cultural impact, they are actively creating a new generation of fans, eager to elevate the game to new heights.”

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