{"id":62552,"date":"2025-09-12T11:36:00","date_gmt":"2025-09-12T11:36:00","guid":{"rendered":"https:\/\/www.elixirr.com\/en-gb\/?p=62552"},"modified":"2025-11-28T14:28:10","modified_gmt":"2025-11-28T14:28:10","slug":"from-underdog-to-growth-engine-why-womens-sport-is-the-smartest-play-in-sport-right-now","status":"publish","type":"post","link":"https:\/\/www.elixirr.com\/en-gb\/from-underdog-to-growth-engine-why-womens-sport-is-the-smartest-play-in-sport-right-now\/","title":{"rendered":"From underdog to growth engine: Why women\u2019s sport is the smartest play in sport right now"},"content":{"rendered":"<section\n    class=\"wp-block-text-block edwp-block layout--none bg--none\"\n    >\n    <div class=\"wp-block-text-block__container container fade-in\">\n        <div class=\"wp-block-text-block__content wysiwyg\">\n            <p><em>From play to pay: The new playbook for growth in the global sports economy<\/em><\/p>\n<p>Let\u2019s be clear: women\u2019s sport isn\u2019t a niche or a feelgood project. It\u2019s a revalued asset class \u2013 and one of the most commercially underpriced opportunities in global sport today. This series follows our deep dive into traditional revenue \u2013 sponsorships, media rights, merchandise, matchday \u2013 and makes one simple point: those pillars still deliver, but they\u2019ve plateaued. Real growth now comes from a different playbook.<\/p>\n<p>At Elixirr, we call it growth revenue: unlocking new audiences, digital-first platforms, bold formats and fan-centric experiences. Women\u2019s sport sits at the epicentre of this revaluation and isn\u2019t going anywhere.<\/p>\n<p>&nbsp;<\/p>\n<p class=\"text--h2\">The revaluation is already happening<\/p>\n<p><span class=\"text--primary\"><strong><a href=\"https:\/\/www.marketwatch.com\/story\/heres-how-much-better-the-wnba-did-financially-in-2024-than-in-2023-1e7badba?utm_source=chatgpt.com\">FIFA Women\u2019s World Cup 2023 attracted over 2\u202fbillion viewers,<\/a><\/strong><\/span> nearly double 2019\u2019s total and generated US\u202f$570\u202fmillion in revenue \u2013 enough to break even. England\u2019s Lionesses kits sold out within hours, proving real consumer demand. Commercial momentum is shifting with Visa securing a multi-year Women\u2019s UEFA deal and Ally a leading digital financial services company, <a href=\"https:\/\/mktg.com\/projects\/5050-pledge\"><span class=\"text--primary\"><strong>pledging 50\/50 media spend equality.<\/strong><\/span><\/a><\/p>\n<p>Standalone media rights are becoming the norm. The WSL signed solo deals with Sky and BBC and the<span class=\"text--primary\"><strong> LPGA\u2019s sponsorship portfolio hit US\u202f$100\u202fmillion, up 25% year-over-year.<\/strong><\/span> This isn\u2019t hype, it\u2019s a clear market correction and it\u2019s only just beginning.<\/p>\n<p>&nbsp;<\/p>\n<p class=\"text--h2\">More than a movement<\/p>\n<p>Today\u2019s sports economy lives at the intersection of media, IP, real estate, data and culture. Women\u2019s sport sits squarely at that sweet spot.<\/p>\n<p>As any good crime drama will tell you, follow the money and you\u2019ll find your answer:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.sportspro.com\/news\/mercury-13-avenue-sports-fund-investment-english-football-club-takeover-december-2024\/\"><span class=\"text--primary\"><strong>Mercury\u202f13 launched a US\u202f$100\u202fmillion fund for women\u2019s football.<\/strong><\/span><\/a><\/li>\n<li><span class=\"text--primary\"><a href=\"https:\/\/fortune.com\/2024\/04\/04\/sixth-street-goldman-sachs-tao-bay-fc-sports-deals-soccer-wall-street-private-equity\/\"><strong>Sixth Street backed Bay FC with US\u202f$125\u202fmillion.<\/strong><\/a><\/span><\/li>\n<li>New stadium developments are anchoring women\u2019s teams in mixed-use hubs.<\/li>\n<\/ul>\n<p>These are growth plays that ensure modern women\u2019s teams are digital-first, community-rooted and operationally lean, designed for scalability in ways many men\u2019s teams are not.<\/p>\n<p>&nbsp;<\/p>\n<p class=\"text--h2\">The cultural tailwind you can\u2019t buy<\/p>\n<p>The real engine isn\u2019t just fans, it\u2019s fan creators. The <a href=\"https:\/\/www.forbes.com\/sites\/mollybohannon\/2024\/05\/02\/wnba-ticket-sales-up-93-compared-to-last-year-report-says\/\"><span class=\"text--primary\"><strong>WNBA saw ticket sales surge 93%<\/strong><\/span><\/a>, with the Indiana Fever seeing record-breaking growth thanks to Caitlin Clark. <a href=\"https:\/\/www.axios.com\/2025\/05\/01\/2025-wnba-preseason-streaming-tickets?utm_source=chatgpt.com\"><span class=\"text--primary\"><strong>Leaguewide attendance hit its highest point in 22 years, totalling 2.35 million<\/strong><\/span><\/a> and <a href=\"https:\/\/www.marketwatch.com\/story\/heres-how-much-better-the-wnba-did-financially-in-2024-than-in-2023-1e7badba\"><span class=\"text--primary\"><strong>merchandise sales jumped 601%.<\/strong><\/span><\/a><\/p>\n<p>The Indiana Fever alone saw a <a href=\"https:\/\/www.si.com\/fannation\/nba\/fastbreak\/indiana-fever-increased-attendance-jersey-sales-television-viewership-caitlin-clark-aliyah-boston-kelsey-mitchell-wnba-news\"><span class=\"text--primary\"><strong>1,300% increase in ticket sales, 264% rise in attendance and 1,193% boost in jersey sales.<\/strong><\/span><\/a> This isn\u2019t casual fandom; it\u2019s identity and identity converts to long-term value.<\/p>\n<p>&nbsp;<\/p>\n<p class=\"text--h2\">Who\u2019s getting it right?<\/p>\n<ul>\n<li>Nike is telling stories at scale \u2013 global, athlete-led, culturally relevant.<\/li>\n<li>Barclays backs women\u2019s football from grassroots through elite \u2013 early and consistently.<\/li>\n<li>Angel City FC rewrote the playbook: women-led ownership, player revenue share and community investment built into the DNA.<\/li>\n<\/ul>\n<p>What could have been brushed aside as one-off activations, are evidently not the case anymore \u2013 they\u2019re foundational growth strategies.<\/p>\n<p class=\"text--h2\">The gaps that still exist<\/p>\n<p>Progress has been significant \u2013 but now deeper barriers must be addressed:<\/p>\n<ul>\n<li>Talent pipelines and coaching infrastructure still lag behind the men\u2019s game.<\/li>\n<li>Broadcast coverage remains inconsistent, limiting reach.<\/li>\n<li>Too many sponsorships are surface-level \u2013 short-term, misaligned and overlook fans\u2019 expectations for substance.<\/li>\n<\/ul>\n<p>Closing these gaps is mandatory for scalability and long-term value. The foundations are in place for real change and now is the time to double-down.<\/p>\n<p class=\"text--h2\">The bigger play: Growth revenue in context<\/p>\n<p>Women\u2019s sport is part of a broader shift in growth revenue opportunities, also including:<\/p>\n<p>1. Digital &amp; experiential fan engagement<\/p>\n<p>2. New formats &amp; geographies<\/p>\n<p>3. Esports &amp; gaming<\/p>\n<p>Together, they form the Growth Revenue quadrant of our Modern Sporting Landscape framework. Women\u2019s sport is a clear signal of where the next decade of value will be built and we felt it our duty to start the series here \u2013 shouting from the rooftops what needs to be shouted.<\/p>\n<p class=\"text--h2\">Elixirr\u2019s perspective<\/p>\n<p>Growth revenue is not a new concept, we\u2019ve been supporting clients to unhook thinking and unlock new opportunities \u2013 it\u2019s no different in sport:<\/p>\n<ul>\n<li>Scaling digital revenue in retail and financial services, is simply another product.<\/li>\n<li>Turning audiences into communities, engaged and monetizable.<\/li>\n<li>Building commercial models around undervalued assets.<\/li>\n<\/ul>\n<p>This is exactly what women\u2019s sport needs \u2013 not legacy playbooks, but smart growth strategy with operational depth.<\/p>\n<p><strong>Next up:<\/strong> Digital &amp; experiential fan engagement \u2013 why real revenue lives beyond the stadium and how to monetize the modern fan.<\/p>\n        <\/div>\n            <\/div>\n<\/section>\n\n\n    <section\n        class=\"wp-block-cards edwp-block layout--spacing-y bg--none wp-block-cards--columns-1  wp-block-cards--resources wp-block-cards--post js-cards\"\n        >\n        <div class=\"container wp-block-cards__container\">\n            <div class=\"edwp-component edwp-fade-in wp-block-cards__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h1\">\n    Discover more articles from the series<\/h2>                        <\/div>                            <div\n                    class=\"swiper wp-block-cards__swiper js-cards-swiper\"\n                    data-columns=\"1\"\n                    data-rows=\"1\">\n                    <div class=\"swiper-wrapper wp-block-cards__swiper-wrapper edwp-row-load\">\n                                                    <div class=\"swiper-slide wp-block-cards__slide\">\n                                <article class=\"wp-component-card edwp-component 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0.539062ZM23.4141 1.68945C11.3606 1.68945 1.55273 11.4974 1.55273 23.5508C1.55286 35.6041 11.3607 45.4111 23.4141 45.4111C35.4673 45.411 45.2743 35.604 45.2744 23.5508C45.2744 11.4974 35.4674 1.68957 23.4141 1.68945Z\" fill=\"currentColor\"\/>\n<path d=\"M19.2841 33.6992C18.9579 33.6986 18.6374 33.6111 18.3543 33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span>            <\/div>\n                        <\/figure>\n        <div class=\"wp-component-card__content edwp-row-load\">\n                                    <p class=\"wp-component-card__eyebrow\">\n                Articles            <\/p>\n                <a href='https:\/\/www.elixirr.com\/en-gb\/from-underdog-to-growth-engine-why-womens-sport-is-the-smartest-play-in-sport-right-now\/' class='wp-component-card__title'>\n            <h2>\n                From underdog to growth engine: Why women\u2019s sport is the smartest play in sport right now\n            <\/h2>\n        <\/a>                                                            <div class=\"wp-component-card__meta\">\n                                            <p class=\"wp-component-card__date\">\n                            12 September 2025                        <\/p>\n                                                        <\/div>\n                                                    <div class=\"wp-component-card__button-wrapper\">\n                    <button class=\"btn btn--link arrow wp-component-card__button\">\n                                                                            Read more                                                                            <span class='edwp-svg '><svg width=\"20\" height=\"20\" viewBox=\"0 0 20 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g id=\"Lg\">\n<path id=\"Vector\" d=\"M1.12509 9.50162H15.8648L9.43259 3.06941C9.374 3.0113 9.3275 2.94216 9.29576 2.86599C9.26403 2.78981 9.24769 2.70811 9.24769 2.62559C9.24769 2.54307 9.26403 2.46137 9.29576 2.38519C9.3275 2.30902 9.374 2.23988 9.43259 2.18177C9.54971 2.06535 9.70814 2 9.87328 2C10.0384 2 10.1969 2.06535 10.314 2.18177L17.8151 9.6829C17.8737 9.74101 17.9202 9.81014 17.9519 9.88632C17.9837 9.96249 18 10.0442 18 10.1267C18 10.2092 17.9837 10.2909 17.9519 10.3671C17.9202 10.4433 17.8737 10.5124 17.8151 10.5705L10.314 18.0717C10.1975 18.1871 10.0404 18.2522 9.87641 18.2529C9.79414 18.2534 9.71259 18.2376 9.63643 18.2065C9.56027 18.1754 9.491 18.1296 9.43259 18.0717C9.374 18.0135 9.3275 17.9444 9.29576 17.8682C9.26403 17.7921 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