the stats are in: women’s college sports are winning

The smartest athletic departments already know: women’s sports are the growth strategy.

Viewership is soaring, fan interest is growing, and the numbers back it up: women’s sports generated $2.35 billion in global revenue last year, a 25% jump. The UConn vs. South Carolina Final Four matchup pulled in 8.5 million viewers. Gen Z is driving demand, and programs that invest in building women’s brands, through content, fan engagement, and youth outreach are already seeing returns. Title IX made it possible for women to play. Now it’s time to generate revenue.

women’s sports are booming!

• Women’s sports generated $2.35 billion in global revenue—up 25% over last year¹

• The UConn vs. South Carolina NCAA Women’s Final Four matchup drew 8.5 million viewers²

• The Women’s College World Series brought in 2.7 million viewers³

• 4 of the top 5 most-followed March Madness athletes in 2024 were women⁴

This is no longer a niche market. The audience is showing up. Programs should be, too.

Gen Z Loves women’s sports

• 90% of Gen Z fans are interested in women’s sports.⁵

• This generation expects to see women’s teams front and center.

• Programs that lean into that through content, branding, and getting youth athletes in seats are going to build long-term loyalty.

a strong fan base = new revenue opportunities

We’ve seen firsthand what happens when schools invest in building their women’s sports brand:

• 30% increase in ticket sales

• 15% social media growth, particularly among parents of youth athletes

• $30,000 in new revenue from local fan engagement, merch, and concessions⁶

The Projected Growth

• Sponsorships are up 20% yoy

• Merchandise sales up 50% yoy

• Media rights revenue is expected to double⁷

Let’s talk.

Sources

1. Deloitte, Women’s Sports: Another Step Towards Greatness, 2024

2. ESPN Press Room, Most-Watched NCAA Women's Basketball Game on Record, April 2024

3. Sports Media Watch, Women’s College World Series Ratings, June 2024

4. Opendorse, March Madness NIL Top Performers, April 2024

5. Wasserman x ESPNW, The Fan Project Report, 2021

6. Internal WSX client results, 2024–2025

7. Deloitte 2024 Women’s Sports Outlook & Sports Innovation Lab, The Women’s Sports Market is Growing Fast