“We needed a new blueprint for how to value women’s sports,” Lavielle tells Fortune. “We can’t hold them to the same methodology men’s sports have been held to because they’ve had less resources, infrastructure, and investment.” — Thayer Lavielle, managing director of Wasserman’s The Collective, a women’s advocacy and advisory group within the company.
A recent study by Collective and ESPN Research revealed a significant rise in women’s sports coverage, increasing from the long-standing assumption of 4% to 16% of all sports coverage in 2022. It's projected to reach nearly 20% by next year. The growth can be attributed to the expanding presence of digital media platforms, broadcasts, streaming services, and social media, all contributing to greater visibility for women’s sports, as well as the fact that female athletes drive twice as much fan engagement as their male counterparts, and fans of female teams are younger and more affluent than the typical fan of male teams.
- National Women’s Soccer League (NWSL) team values have risen 57% in the past year, while WNBA teams are now valued at $1.16 billion collectively.
- The Collective's study predicts league valuations will grow from $2.6 billion to $4.3 billion in three years.
- Expansion fees are soaring: NWSL franchises cost over $50 million, and WNBA teams around $125 million.
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More investors are putting their money in women’s sports teams. A new study finds it could ‘unlock billions’ in value
Women’s sports teams have been seeing increases in valuation and franchise sale prices. A new study says they’re a harbinger of gains to come.
Robert Gray
