The Unstoppable Rise of Women’s Sports: A New League Boom

The recent event at the Cannes Lions International Festival of Creativity “Women in Sport: New League Boom” has highlighted the significant growth and potential of women’s sports, both in terms of participation and commercial opportunities.

Emerging Leagues

Investment in emerging leagues is driving women’s sports to new heights. The Professional Women’s Hockey League (PWHL), League One Volleyball, and Women’s Elite Rugby (WER) are just a few examples of the new leagues that are focusing on brand partnerships and expanding access to sports. It’s a great time for our Aussie sportswomen to shine on the global stage.

Increased Media Coverage

Sports media executives are investing more in women’s sports coverage. Platforms like X, Yahoo, Time Inc., Sports Illustrated, The Athletic, and Disney/ESPN are planning to increase their coverage of women’s sports12. This increased visibility is crucial for the growth and development of women’s sports, and it’s about time our sheilas got the recognition they deserve.

In Australia, media coverage of women’s sports has been historically low, with only 9% of all sports coverage dedicated to women’s sports34. However, recent research by the Victorian government has shown an improvement, with coverage increasing to 15%2. Despite this progress, there is still a long way to go to achieve gender equity in sports news coverage.

Financial Growth

The women’s sports industry is predicted to break the $1 billion barrier for the first time in total revenue this year, a 300% increase from 2021. The main driver of cash coming into women’s sports is commercial sponsorships, followed by media rights and matchday revenues.

In Australia, the success of women in sports can have substantial positive economic outcomes for the country5. Female athletes contribute to the national economy by attracting sponsorships and endorsements, which inject capital into their home countries5. The 2023 FIFA Women’s World Cup offers a good example. It has attracted marked growth in tourists, and has helped to stimulate local economies, further garnering international attention5.

Road to 2024

The upcoming Paris Games this summer will have an equal number of men and women athletes for the first time in Olympic history. NBC, which has exclusive rights to air the games, has already sold more than $1.2 billion in advertising around the games.

Music and Sports

In an exciting crossover between music and sports, LSU women’s basketball star Flau’jae Johnson, who also doubles as a performing artist, is set to release a collaboration with Lil Wayne.

The growth and investment in women’s sports is a testament to the hard yakka and dedication of countless athletes, coaches, and administrators. It’s a ripper time to be a fan of women’s sports, and I can’t wait to see what the future holds.

Feel free to share your thoughts and experiences in the comments below. Let’s celebrate the unstoppable rise of women’s sports together!