2023 was a pivotal year for women in sports — a tipping point defined by record-breaking events like the NCAA women’s basketball tournament and the Women’s World Cup.
Women’s sports are expected to become even bigger in the year ahead. The new Professional Women’s Hockey League kicked off its inaugural season in January. At the upcoming Olympics Games, there will be an equal number of male and female athletes, a first in the history of the Games.
Deloitte forecasts that in 2024, for the first time, women’s elite sports will generate a revenue that surpasses $1 billion — a 300% increase on the industry’s evaluation in 2021.
It’s hard to pinpoint what, exactly, is driving the sudden surge in popularity of women’s sports. Some fans point to young rising stars like tennis player Coco Gauff and college basketball standout Caitlin Clark, who are attracting new viewers to their sports, while coaches and sports executives attribute the growth to new investments in women’s professional leagues and greater sponsorship opportunities.