A’ja Wilson of the Las Vegas Aces|@LVAces|X
Women’s sports are emerging as a rare opportunity for wealthy financial backers to capitalize on a rapidly growing and undervalued market.
Strong gains in media rights, sponsorships, and viewership are driving the trend.
The US women’s sports market is expected to grow 16% annually, three times faster than men’s sports, reaching $2.5 billion in revenue by 2030, according to McKinsey.
The consulting firm also notes that investment in women’s sports teams has surged ~227% annually since 2022.
Increasing fan interest and star power are boosting the sector’s commercial appeal.
On Saturday, a Professional Women’s Hockey League game packed Madison Square Garden to capacity.
The rise has been steady
WNBA shattered its attendance record last season—with a month left, meanwhile, an NWSL match last month in Denver drew a record crowd of 63,000.
Team valuations are climbing sharply. National Women’s Soccer League expansion fees have surged from $2 million in 2020 to $165 million for a 2028 franchise, an 8,000% jump. Angel City FC is now valued at $335 million, up 34% in just over a year.
Media deals are reinforcing growth. The WNBA secured an 11-year agreement worth about $200 million annually, more than triple its previous deal, while the NWSL earns around $60 million per year from media rights.
Despite the surge, valuations still lag far behind men’s teams, offering significant upside. Investors expect returns of 2–5 times over the next decade, even as women’s sports may account for just 2% of the US market by 2030.