The global sports ecosystem is experiencing a transformation, with women's sports poised for substantial growth. Historically, women's professional sports have faced challenges in accessing mainstream platforms and financial resources compared to men's sports. However, recent trends show an increase in attendance, media rights, and viewership for leagues like the National Women's Soccer League (NWSL) and the Women's National Basketball Association (WNBA). These developments indicate a significant shift in the sports landscape.
RBC has launched a research series in collaboration with Wasserman and its women-focused division, The Collective, to support women's sports. Part 1 of "The New Economy in Sports" report addressed the athlete income gap and opportunities for brands, sponsors, and investors. Part 2 highlights the growth trajectory of women's sports teams, audience engagement's impact on league value, and provides investors with insights into entering this expanding market.
Women's sports boast a dedicated fanbase that benefits brands and teams. Both WNBA and NWSL have seen increased live gameday attendance year over year. Broadcast viewership is also projected to rise over the next three years for these leagues. Shorter cycles for media rights deals offer additional revenue opportunities compared to longer commitments typical in men's leagues.
An analysis based on market dynamics and team performance predicts that total team valuations could grow from $2.6 billion in 2023/2024 to $4.3 billion by 2027—a gain of over $1.6 billion. Sponsorships play a role in these valuations; high-value jersey patch sponsorships can be lucrative for teams.
There is further potential as infrastructure development and new WNBA media rights deals starting in 2026 are not included in current valuation estimates.
Thayer Lavielle of The Collective emphasizes understanding innovative investment models as key to grasping the full picture of women's team sport ownership: “To fully understand the full picture of women’s team sport ownership, we complement quantitative analysis with an overview of innovative investment models and stakeholder perspectives on the biggest opportunity in sport today.”
Luana Harris from RBC Sports Advisory adds that investing in women's sports presents strong business opportunities: “Whether through team ownership or strategic partnerships, professional women’s sports are good business and good for business.”
The report suggests that new investment vehicles are emerging to attract early-stage investors with discounted equity upon achieving milestones such as successful funding rounds. Examples include World Elite Rugby raising funds through a SAFE before launching broader seed rounds.
Women’s pro sports require development like dedicated facilities and player salaries improvements. Some teams create unique asset classes linked to infrastructure projects offering defined exit timelines based on revenue growth.
In May 2024, Chelsea's Women's Soccer League team sold a minority stake for promotion and infrastructure development purposes.
As women’s sports continue growing rapidly with increasing audiences and league expansions underway, they represent a compelling sector focused on equality diversity sustainability according RBC Wealth Management among others involved industry research analysis efforts aimed at understanding motivating principles underlying investment strategy elevating entire enterprise further details available full report titled “The New Economy Sports – Part Two New Investment Growing Valuations Professional Women’s”