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Why Women’s Sports and Athlete Branding Are the Future of Sports Business

  • Writer: Shubham Pancholi
    Shubham Pancholi
  • May 11
  • 2 min read

The business of sports is undergoing a revolution—and women’s sports are at the center of it. With the global revenue for women’s sports projected to hit $2.35 billion in 2025, the industry is becoming one of the fastest-growing sectors in global entertainment and commerce.

But that’s just the beginning. Behind the big numbers lies a much bigger transformation: how athletes are managed, how fans engage, and how brands build deeper, more authentic partnerships. Here’s a breakdown of what’s driving this exciting new era in sports.

1. Commercial Growth in Women’s Sports: The $2.35 Billion Opportunity

According to Deloitte, the global revenue for women’s sports will see a 25% year-on-year increase in 2025, growing from $1.88B in 2024 to $2.35B in 2025.

What's Fueling the Growth?

  • Sponsorships and Partnerships: Over 54% of total revenue ($1.26B) will come from commercial avenues like sponsorships, merchandise, and collaborations.

  • Rising Matchday Revenue: Although its share is decreasing as a percentage, matchday revenue has nearly doubled since 2022 in real terms.

  • Regional Powerhouses: North America leads the market with 59% of revenue, followed by Europe at 18%.

Top Revenue Sports:

  • Basketball: $1.03B (44%)

  • Soccer: $820M (35%)

  • Cricket & Volleyball: Rapidly emerging in global and Indian markets

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2. Athlete Branding Is the New Endorsement

Today’s athlete management is no longer about signing the biggest brand deal—it’s about building an identity. Agencies are adopting holistic models that include personal branding, content strategy, digital presence, and long-term career planning.

Key Stats:

  • 80% of fans are more likely to engage with athletes who have a consistent online and offline presence (Nielsen).

  • 65% of fans follow athletes who maintain aligned branding and personality (SportsPro Media).

  • 68% of brands prefer to work with athletes whose values align with theirs (McKinsey).

Case Study: Rishabh Pant

With over 15 million social media followers, Indian cricketer Rishabh Pant is a prime example of how authenticity and digital identity fuel marketability.“Securing a deal isn’t enough—it must align with the athlete’s and the brand’s vision,” says Anant Arora, founder of OneByTwo Entertainment and co-manager to Pant.

3. The Sponsorship Game Has Changed: From Ads to Authenticity

Forget one-off deals and logo placements—today’s sponsorships are about storytelling and long-term impact.

The New Sponsorship Model:

  • 72% of successful brand-athlete partnerships go beyond endorsements to include content creation and fan engagement (KPMG).

  • Global giants like Adidas are pushing for compliance-driven, value-aligned partnerships.

  • Hyper-local strategies are becoming essential in diverse markets like India, where fan behavior differs dramatically across regions.

Emerging Tools:

  • AI-based Fan Experiences: Custom content and interactive campaigns

  • NFT-Based Branding: Digital collectibles and fan perks

  • Social-first Marketing: Influencers and athletes driving brand storytelling

4. What the Future Holds: Tech, Transparency, and Talent

India’s sports economy is expected to grow at a 9% CAGR, powered by increasing digital access, youth interest, and brand investments in both male and female athletes.

Those who will lead this transformation—athlete managers, digital strategists, and sports startups—must be agile and authentic. They must understand that fans are consumers, storytellers, and stakeholders, all at once.

Final Takeaway:

If you’re in the business of sports—whether as a brand, manager, or athlete—there’s never been a better time to invest in women’s sports and strategic athlete branding. It’s not just the future—it’s already here.

Sources:

  • Deloitte: “2025 Women’s Sports Market Outlook”

  • PwC: “The Sports Market Opportunity Report”

  • Nielsen: “Global Sports Fan Engagement 2023”

  • SportsPro Media: “Athlete Management Trends 2024”

  • KPMG: “Global Sponsorship Trends in Sports”

  • McKinsey: “Future of Sports Branding”

  • Anant Arora, OneByTwo Entertainment

 
 
 

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