Technology and sport have worked hand in hand for many years. However, in many ways, the possibilities of digital transformation in women’s sport – to drive commercial growth, fan engagement and sports participation – are still waiting to be realised. At this nascent stage of growth, women’s sport is well positioned to pioneer industry leading digital innovation, while supercharging the growth of women’s sport assets in the process.
Propelling the virtuous circle
The virtuous circle of growth in women’s sport depends on capital continuing to develop grassroots activities, professional prowess, and everything in between.Crucially, the circle begins and ends with investment funding initiatives to expand the pipeline of talent, promote the story of female players and professionals, and empower the next generation of participants, fans, and industry talent.In recent months, the development of this virtuous circle has been clear to see in the UK, with strides taken to professionalise, commercialise, and digitise women’s sport.Powered in part by the success of the Lionesses’ Women’s EURO 2022 victory, women and girls across the UK have seen female athletes celebrated on a national stage. And, as a result, sports participation among women and girls was reported to have experienced an uplift. According to the Post Tournament Flash Report of the UEFA Women’s Euro 2022, more than half of local residents and two in five spectators and volunteers were inspired to do more sport following the tournament.
Women’s sport is on an accelerated growth trajectory
The implementation of digital, data, and sports technology services can enable and accelerate business objectives and opportunities for investors, while providing mutual benefits to the pace of the virtuous circle in women’s sport.
Implementing robust digital and data strategies at this nascent stage can be easier and provide longer term benefits than having to re-engineer legacy systems and processes; working collaboratively will determine quicker results.
What’s more, investing in digital and data will drive forwards the virtuous circle and will pay dividends across all levels of participation, commercialisation, and professionalism in women’s sport.
It will also ensure that in growing women’s sport, organisations do not simply emulate the framework of the men’s game, set historically.
We look forward to the future of women’s sport as a distinctive global powerhouse, drawing unique audiences, and delivering significant commercial value through its authentic narrative.
Deloitte’s work in women’s sport
Deloitte Sports Business Group is a leading advisor to the sports business market, providing clients with knowledge and insight to build growth, investment, and resilience across sport.
For a number of years, the Group has advised clients across its international network on the commercial development of women’s sport. This has included advising leagues, clubs, governing bodies and investors on growing the financial returns of women’s sports assets; growing sports participation among women and girls and developing professional event and competition strategies.
The team regularly publishes new insight and data, and provides media commentary, on the development of women’s sport and women in sport business.
For more information, please contact UKDeloitteSportsBusinessGroup@deloitte.co.uk