Record-breaking numbers of basketball fans packed arenas to witness the impressive rookie seasons of Caitlin Clark and Angel Reese. Meanwhile, Simone Biles stole the show at the 2024 Paris Olympics, and Coco Gauff made groundbreaking achievements in women’s tennis. This year has been pivotal for women in sports, both financially and culturally, reflecting a significant rise in popularity and influence over recent years, rendering women’s sports more valuable than ever before.
According to a November 2023 report by consulting firm Deloitte, women’s sports are expected to generate over $1 billion in global revenue this year, marking a remarkable 300% increase from their last estimate in 2021. Factors such as soaring viewership numbers and expanded corporate sponsorships have contributed to this financial growth.
In July, the WNBA announced a landmark 11-year media rights contract with Disney, Amazon Prime, and NBC, valued at approximately $200 million. This represents a significant increase from the previous deal, which was valued at around $60 million. Many players are optimistic that these developments will lead to improved salaries and a more substantial share of the league’s revenue as competitive balance and star power continue to escalate within the WNBA.
The WNBA just experienced its most-watched regular season in 24 years, alongside its highest attendance figures in 22 seasons. Commissioner Cathy Engelbert remarked in a recent address about the state of the league that players are increasingly securing marketing deals, transforming them into recognizable names. Among them is A’ja Wilson from Las Vegas, who had a spectacular season, and Clark, who broke numerous rookie records.
The thrilling Game 5 of the WNBA finals between the New York Liberty and the Minnesota Lynx captured an average of 2.2 million viewers, reaching a peak of 3.3 million, making it the most-viewed WNBA game in a quarter-century.
“We’re witnessing remarkable growth in popularity, endorsements, media rights, and more,” stated Amira Rose Davis, a sports historian and assistant professor at the University of Texas at Austin. “This phase reflects a period of rapid acceleration, where growth is in overdrive, bigger deals are emerging, and visibility is expanding.”
Clark, a formidable shooter and guard from Indiana, became a sensation during her tenure at Iowa. She has built upon a foundation set by previous basketball icons like Diana Taurasi, Candace Parker, and Wilson, significantly increasing the visibility of women’s basketball. Revenue from ticket sales for Indiana Fever games surged by 182% in 2024 compared to the previous year, while the Fever set an attendance record—approximately 16,084 tickets sold per game—surpassing the previous mark set by the Liberty in 1998.
Games featuring Clark and her rival Reese ignited social media discussions surrounding basketball, race, and culture. “Elevating the game has always been my goal,” Finch, a former softball star and Olympic gold medalist, stated. “Clark and her team are achieving that, and it’s inspiring to observe the humble impact they’re making, not just on domestic women’s basketball but on women’s athletics globally.”
While the WNBA is often regarded as a model for success in women’s sports, the achievements of 2024 extend far beyond any single league or athlete. Gauff, at just 20 years old, became the highest-paid female athlete globally, earning $30.4 million this year according to Sportico. Although she did not manage to defend her U.S. Open title, she concluded her season with a WTA finals victory and a $4.8 million prize, the largest payout in women’s tennis history.
The Summer Olympics also approached a historic milestone of gender equality, achieving near parity with over 11,000 male and female competitors taking part in the Paris games. Over 34 million viewers in the U.S. watched Biles reclaim her confidence and grace as she triumphed with four gold medals, offering a powerful message of resilience. Her experiences in Paris, including interactions with social media users and her open discussion about mental health, garnered immense media attention, showcasing her status as an inspirational figure. Her TikTok video featuring Team USA’s gold medal celebrations has attracted over 139 million views.
“Biles has become an emblematic figure,” Davis pointed out. “Whether viewed as symbolizing perseverance, discussing mental health, or challenging societal expectations; she captures it all, which has only amplified her influence.”
As Gauff and Biles thrived, various women’s leagues capitalized on that visibility. The Pro Women’s Hockey League attracted 392,259 fans in its inaugural regular season, setting a record attendance of 21,105 at the Montreal-Toronto showdown. The league successfully secured sponsorships with major corporations like Scotiabank, Air Canada, and Hyundai.
The PWHL’s strong debut suggested a significant appetite for women’s sports, prompting ambitions to expand from six to eight teams by 2025. “For many of us who’ve invested so much time in the sport, seeing how far we’ve come is quite emotional,” shared Jayna Hefford, the league’s senior vice president of hockey operations. “Research has indicated that the time is right, and experiencing that connection to the fanbase was truly special.”
Furthermore, entrepreneurs Keith Stein and Justine Siegal are eager to harness the momentum in women’s sports. Siegal, a former baseball player and coach, teamed with Stein, a lawyer and businessman, to introduce the Women’s Pro Baseball League, announcing plans for a 2026 launch. This will be the inaugural professional league for women since the All-American Girls Professional Baseball League dissolved in 1954.
“Leagues like the WNBA and National Women’s Soccer League have paved the way for this moment,” Stein noted. “There’s an impressive level of momentum right now driving the progress of professional women’s leagues, arguably even more than what we see in men’s sports.”