Investment, Media Deals, and Sponsorship Trends

Last Updated on September 23, 2025

The 2025 NCAA Women’s Final Fours hit a second-highest record attendance of 39,508 fans, which only came second to the 2019 finals. The increased attendance at these basketball games reveals that women’s sports aren’t backseat engagement tricks anymore. Women in sport are starting to attract more attention from fans, bettors, advertisers, and investors.

These ladies are also gaining traction from networks, athletic departments, and major brands. Women’s sporting tournaments were once a niche event, but they’re now proving to be one of the fastest-growing markets among professional athletes.

Betting Markets Focused on Women’s Sports

One way to quickly notice whether a specific tournament or athletic genre is gaining more attention is to review whether it has a number of sports betting markets rising. Top bookmakers are starting to price women’s tournaments, with some even offering special bets, in-play betting, and props betting. Props betting even allows bettors to back the team, game, or player props. Other betting markets for women’s sports include the usual moneyline, point spreads, totals (overs/unders), and teaser bets. 

Beyond the betting types, bettors can support and place wagers on women’s events for soccer, basketball, and tennis. There’s no shortage of markets for women’s sports when visiting trusted sites. These betting sites offer real-time updates and live odds to allow women’s sport enthusiasts to actually put their money where their mouths are to show their support and faith in these athletes. Bookmakers had recent totals odds of 160.5 for overs and unders between Mercury and Liberty for the September 17th final matchup.

Meanwhile, bettors can also see odds placed on March Madness brackets and conference tournaments in the NCAA’s women’s basketball, which will be structured similarly to the men’s side. Women’s soccer has also flourished, particularly during the Women’s World Cup, where moneyline bets typically opened at similar levels to the top-ranked men’s teams.

An increase in the betting market symbolizes a growing confidence and broader media exposure for women’s sports. Events televised during primetime slots and streamed through betting sites generate engagement that allows bookmakers to sustain regular markets.

Women’s Sports Investments Are Gaining Momentum

Another clear indicator of the growth market behind women’s sports is the momentum from investors. Institutional investors have started proactively offering sponsorship deals while team valuations climb steadily, especially in leagues like the NWSL and WNBA. Institutions are driving the next growth phase, even in markets with less support. A welcoming $160 million was raised from investors for the upcoming Women’s League One Volleyball (LOVB) tournament last year, allowing the event to start in early 2025.

Universities are also investing in better facilities for women’s sports while expanding their staff to market their female athletes. This isn’t only about Title IX compliance for athletic departments. It’s about revenue potential. Ticket sales are rising, especially for basketball and volleyball. Meanwhile, many programs are attracting crowds that easily rival men’s events. Investors are seeing the long-term potential for sponsorships and media rights.

Broadcast partnerships are heading toward an upward phase. ESPN already signed a deal to broadcast the women’s basketball tournament, which is separate from the men’s deal and shows a turning point for how women’s teams are valued. Networks aren’t just bundling women’s events into secondary content packages. They’re assigning them their own slots. 

Streaming platforms have only accelerated the growth potential. Platforms like Amazon Prime and ESPN+ experiment with broadcasting women’s softball and soccer, improving accessibility for fans. The recent All Women’s Sports Network deal will even bring soccer to all major streaming platforms for added convenience and reach, which only improves the potential for growth through exposure.

Looking at corporate sponsorships increases confidence in the growth of women’s sports. Adidas, Nike, and Under Armour are some brands investing heavily in women’s programs. These brands even sign NIL deals with individual athletes while offering the entire team a sponsorship. Sometimes, the partnerships increase visibility while unlocking new consumer bases that align more closely with equality values.

Even beauty brands are latching onto the opportunities. Madison Reed sponsored the UConn women’s team last year, with the women sporting incredible hair colors for the cameras. This allows the beauty brand to gain more recognition for its products without direct advertising while the team benefits from the financial partnership. 

How Women’s College Sports Fits the Picture

College athletes have become a central part of the women’s sports growth market. Upcoming NCAA stars typically transition to professional ranks with well-established fan bases, allowing them to attract media attention and sponsorships. Take Caitlin Clark’s national profile from Iowa, where her performance sold out arenas and captured massive television audiences. Athletic departments now see women’s programs as potential revenue streams, and they should better support these young women by investing more in the programs.

Conclusion

Women’s sports aren’t a niche category anymore. They’re part of a massive growth market that drives measurable results among investors, viewers, sponsors, and even bookmakers. The question for broadcasters, sponsors, and athletic departments isn’t whether women’s sports can generate revenue but how to position them to capture the possibilities within the momentum.