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INDUSTRY INSIGHTS

THE NUMBERS THAT MADE 2024 THE BIGGEST YEAR FOR WOMEN'S SPORT EVER

Writer's picture: Women's Sports AllianceWomen's Sports Alliance

2024 was a monumental year for women’s sport, breaking records, shattering stereotypes, and driving global engagement like never before. From unprecedented viewership figures to groundbreaking sponsorship deals, the data paints a compelling picture of progress.


Here are the standout numbers that made 2024 a turning point for women’s sport.


1. THE VIEWERSHIP BOOM

Women's sport in 2024 the numbers

Women’s sport captured the world’s attention in 2024, with record-breaking broadcast figures that cemented its place in the mainstream. A record 22.6 million people watched three or more minutes of women’s sport between January and May 2024, surpassing the previous high of 22.0 million during the same period in 2023.


The Guinness Women’s Six Nations title decider in April drew 1.3 million viewers, with a peak of 1.9 million on BBC One. Meanwhile, the Barclays Women’s Super League witnessed a 10% rise in viewing hours, reaching an impressive 31.6 million hours by the end of April. FA Cup matches also saw increased audiences, with an average of 537,000 viewers per round compared to 489,000 in 2023.

Viewership of marquee matches continues to grow. For instance, Manchester City versus Manchester United drew an average of 813,000 viewers, a 7% increase from the previous year’s top game (Tottenham Hotspur versus Arsenal).


Globally, the Paris 2024 Olympics drew over 1.3 billion viewers for women’s events, and the Women’s UEFA Champions League final amassed a record audience, further showcasing the ever-growing appeal of women’s competitions.


Sources: Women's Sport Trust, Marketing Week


2. UNPRECEDENTED SPONSORSHIP INVESTMENT

Women's sport in 2024 the numbers

Brands are increasingly recognising the value of aligning with women’s sport. The LPGA led all women’s sports properties with an impressive 1,100 sponsorship deals in 2023/24, marking a 25% increase from the previous year.


In addition, key partnerships spanned industries, from tech to fashion, underscoring the commercial viability of women’s sport. This year demonstrated not only the appetite for sponsorship but also the diverse industries seeking to partner with female athletes and teams.


Sources: LPGA, Marketing Brew


3. SOCIAL MEDIA DOMINANCE

Women's sport in 2024 the numbers

Female athletes are leading the charge on digital platforms, with their posts driving twice the engagement of their male counterparts, according to The Female Athlete Project.


This engagement translated to real-world success, with women’s football attendances surpassing one million in 2024, driven largely by social media campaigns and influencer-style athlete branding. As platforms like Instagram and TikTok continue to grow, female athletes are solidifying their roles as digital powerhouses.


Sources: The Female Athlete Project


4. ATTENDANCE RECORDS SMASHED

Women's sport in 2024 the numbers

On the ground, attendance numbers have soared to unprecedented heights. Arsenal set a new record for a single fixture in women’s football, selling 60,160 tickets for their match against Manchester United at the Emirates Stadium.


Across the Atlantic, the NWSL broke its regular-season attendance record, with over 1.5 million spectators after just 18 gameweeks. The San Diego Wave led the league with an average of 19,575 fans per match, showcasing the growing enthusiasm for women’s club football in the U.S.


The momentum wasn’t confined to football. Basketball, tennis, and athletics events all reported significant attendance growth, proving that women’s sport is no longer a niche interest but a mainstream movement.


Sources: BBC, Ministry of Sport


5. THE FINANCIAL MILESTONES

Women's sport in 2024 the numbers

Women’s elite sport surpassed a major milestone in 2024, generating over $1 billion for the first time in history. This landmark achievement reflects the cumulative impact of increased broadcast deals, sponsorship investment, and attendance revenue.


From athlete endorsements to the growing global appeal of women’s leagues, the financial growth of women’s sport is not just a fleeting trend but a long-term shift that shows no signs of slowing down.


Sources: Deloitte


A YEAR TO REMEMBER

2024 has undeniably been the biggest year for women’s sport in history. From record-breaking viewership and attendance to transformative sponsorship deals, these numbers reflect not just progress but a movement that is reshaping the global sports industry.


As we step into 2025, the momentum shows no signs of slowing. The only question is: how far can women’s sport go next year?

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