Article
Women’s sports gets down to business: On track for rising monetization
- We predict that women’s sports will grow to be worth a great deal more than a billion dollars in the years ahead. A challenge in 2021 and beyond will be for women’s sports to pull in substantial TV and stadium (as permitted) audiences consistently across multiple sports. Then, the value to sponsors will be self-evident, which in turn should raise marketing spend and awareness. But for this to happen, the entire sports industry—spanning federations, leagues, teams, sponsors, and regulators—should invest on a sustained basis in creating more opportunities for women’s sports to prove its commercial worth.
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