Women’s sport should exceed US$ 1 billion in revenue 2024 – 11/29/2023 – Sport

Sports played by women are expected to surpass the US$ 1 billion (R$ 4.9 billion) mark in revenue in 2024, according to an estimate published this Wednesday (29) by the consultancy Deloitte.

The projection indicates that elite athletes in their respective sports are expected to generate a financial volume of around US$ 1.28 billion (R$ 6.2 billion) over the next year. According to Deloitte, the estimated amount represents a growth of approximately 300% compared to the last survey, in 2020.

The forecast is based on the three main sources of revenue generated by women’s sport: purchases from fans on the day the matches are played; transmission funds; and commercial agreement.

Revenue from commercial agreements, which includes club sponsorships, partnerships and product sales, should represent the majority of the total pie, with a share of around 55%, or US$696 million (R$3.4 billion) .

Next come broadcast revenue, with 27%, or US$340 million (R$1.6 billion), and revenue on game days, with 18%, or US$240 million (R$1.17 billion). ).

Deloitte also predicts that women’s football is the sport that is expected to generate the most revenue in 2024, of US$555 million (R$2.7 billion), corresponding to around 43% of total revenue. Next comes basketball, with US$354 million (R$1.73 billion), or 28%.

Breaking down by geography, the North American and European markets are expected to be those that will generate the most revenue in the sport played by women over the next year, with US$670 million (R$3.3 billion) and 52% of market share, and US$181 million (R$884.4 million) and 14%, respectively.

According to Jennifer Haskel, study leader in Deloitte’s sports business group, over the last few years, it has been possible to observe exceptional growth in women’s sport around the world, driving a significant increase in its commercial value, which in turn , has aroused increasing interest from investors.

“This increase in fan and investor engagement is leading to new and improved opportunities for clubs and leagues, including stronger commercial partnerships. To ensure this growth is consistent and sustainable, sporting organizations must ensure investment is directed to the right places certain aspects, such as encouraging fan loyalty, player well-being and maintaining competition between leagues,” said Haskel.

Deloitte’s expectation is that, in 2024, women’s elite sports will increasingly have prime time slots on broadcast schedules, making events easier to find and watch.

“Broadcasters, streaming platforms and social media will play an important role in showcasing important events that capture the interest of new and old fans,” said Paul Lee, global head of technology, media and telecommunications research at Deloitte.

1 in 3 players who participated in the World Cup receive less than US$30,000/year

At the same time that Deloitte data points to an evolution of finances in sports played by women, a survey by Fifpro (athletes’ union) that focused on the 2023 women’s World Cup showed that one in every three players who participated of the competition receive less than US$30,000 (R$147,000) per year, and that one in five need to supplement their income with a second job.

The remuneration includes periodic income paid by the national team and the clubs and does not take into account the minimum prize of US$30,000 received by the players who competed in the World Cup.

“The players gave their all to deliver a brilliant World Cup, but there are still important gaps that need to be addressed,” said Sarah Gregorius, director of policy and strategic relations for women’s football at Fifpro.

The total prize pool for the Women’s World Cup increased to US$150 million (R$734 million) in this year’s edition, 10 times more than in 2015 and three times more than in 2019. However, this amount was still well below compared to the prize pool of US$440 million (R$2.15 billion) for the men’s World Cup in Qatar in 2022.

The FifPro survey interviewed 260 players from 26 of the 32 teams that participated in the World Cup, held between July and August in Australia and New Zealand. Spain was the champion of the tournament, beating England in the final.

In addition to remuneration, the players also spoke about the calendar and preparation time. 53% of survey participants said they did not have enough rest before playing their first match in the World Cup; and 2/3, who were not at their physical peak at the start of the tournament.

Furthermore, the majority of players stated that they did not have enough time to recover after the World Cup — 60% felt that their post-tournament rest was insufficient, with 86% having less than two weeks of rest before returning to the club. Fifpro guidelines recommend a four-week break from the season, with a six-week reconditioning period.

According to the union, the results highlight the need for improvements focused on key areas of the sport, including game calendars and medical support.

The research also revealed that 10% of the players did not undergo pre-competition medical examinations, and 22% did not undergo an electrocardiogram, both provided for in the regulations of tournaments organized by FIFA (International Football Federation). Additionally, 60% said they had no mental health support.

“Anything below 100% when it comes to accessing an EKG or undergoing a pre-tournament medical is not acceptable,” said Alex Culvin, head of strategy and research for women’s football at Fifpro. “Female players need an environment that supports their holistic well-being, from mental health to tournament fitness, so they can achieve their best competitive performance,” she added.