Re-writing the rulebook for women’s sport
Women’s elite teams are stepping into the spotlight
There are exciting times ahead for women’s sport
It’s fantastic to see elite women’s sporting teams take up a bigger share of the spotlight.
Visible, inspirational sporting performances are attracting audiences and investment, with global revenues from elite women’s sport expected to generate more than £1 billion in 2024.
Supporting women’s sport is a big priority for Deloitte.
Over the last year, we’ve worked closely with people at the centre of seven women’s sports - cricket, football, volleyball, rugby, sailing, netball and golf.
While equipping them with new analysis on the growth of women’s sport, we’ve helped connect them with broadcast industry experts, investors, advertisers, and others who can help women’s sport to find a bigger platform.
We’ve also been working with sports organisations to determine how investment could support the growth of women's sports offerings, while speaking to investors on the opportunities emerging.
“Women’s sport is one of the fastest-growing areas of the industry,” says Tim Bridge, lead partner of the Deloitte Sports Business Group. “Working closely with those at the centre of sport has only reinforced our view: the exciting changes we’ve seen to date are just the start.
“There is huge potential for women’s teams to take up more prime time TV slots and fill even more, even bigger stadia. Those that act now have the potential to re-write the rule book and bring huge benefits to communities too.”
The ECB’s tournament ‘The Hundred’ is putting men and women’s teams on an equal footing
One organisation at the forefront of the growth of women’s sport is The England and Wales Cricket Board (ECB), the national governing body of cricket.
With its tournament ‘The Hundred’ now entering its fourth year, the ECB has exciting plans on the horizon that we’re proud to play a part in.
The Hundred sees aligned men’s and women’s teams playing fixtures at the same venue, in the same kits, in double-headers (back-to-back matches) and with equal prize money at stake. Its soaring popularity has been central to the
recent growth in women’s cricket.
Deloitte is supporting the ECB to achieve its ambition to grow the tournament into the world’s best franchise cricket competition, by attracting private investment into the eight teams in The Hundred.
We are providing financial and strategic advice throughout the process, including assessing bids to ensure they match the ECB's goals and financial aims for the long-term growth of cricket in England and Wales. Our work is helping to ensure that investment supports their ambitions for the tournament and each team’s success on and off the field.
Having advised on some of the most ambitious transactions in sport, we are also sharing the investment opportunity with organisations across our diverse client network, including those whose expertise can aid the development of teams in The Hundred.
“The Hundred is at the vanguard of growth in women’s sport and its success is showing what’s possible when you present the women’s teams and female players at scale, and on an equal platform alongside the men,” says Beth Barrett-Wild, director of the women's professional game at the ECB.
“Bringing in new partners will open doors to new expertise and skills, which in addition to providing crucial new investment, will ensure that we can continue to expand and enhance the match day experience, reach new audiences around the world, and retain and attract the best international stars into the tournament.
“The authentic way we’re putting men’s and women’s teams on the same stage is truly unique and it’s great that this is proving a big draw for potential investors. We’re all excited to show the possibilities that can come when an investor places a balanced focus in growing a men's and women's team, side by side.”
“We’re working to make cricket the most inclusive sport in England and Wales. Bringing more women and girls onto the field, into our teams, and through the turnstiles of iconic cricketing venues is a continued focus, which new investment will help us to achieve.”
Beth Barrett-Wild, Director of Women's Professional Game, ECB
When elite women’s sport grows, who benefits?
The ECB’s plans for The Hundred are a fantastic example of the power elite women’s sport has to bring positive change for communities.
“Everyone stands to benefit from investment in women’s sport, and more visible sporting role models for women and girls,” Tim continues.
With eight games of The Hundred featuring in the top 10 most-watched women's domestic sports broadcasts on Sky Sports in 2023, the tournament has swiftly become one of the country’s most-watched women’s sports events.
Proceeds from the sale of The Hundred teams will boost participation, flowing into the recreational and county game and funding the ECB’s existing programmes that are encouraging new players to pick up a bat and ball.
New fans attracted to live matches will also bring economic and community benefits. Women’s cricket smashed attendance records in 2023, with a crowd of 110,000 at the Metro Bank Women’s Ashes series: a massive 139% increase on those watching England Women the previous year. While more than half of ticket buyers in the first year of The Hundred had not bought a ticket for cricket in this country before.
Studies even show that the benefits of sports participation can extend to equipping women and girls with confidence, leadership and teamwork skills that can aid career progression.
Keeping up momentum
“The best way to keep up momentum and maximise these benefits is for those in the spotlight to keep leading the way,” says Tim.
“Change is happening at different speeds in different sports, and it’s important to remember that there’s still a long way to go.”
Of all investment deals struck with a sports rightsholder in 2023, fewer than half were made with a women's only or mixed-gender club, team or event.
But as the pace of growth in women's sport continues to outrun the wider sports industry, Deloitte is already seeing a shift in the focus of investors and commercial partners.
“We’ve seen the first ripples of investment,” concludes Tim. “As more women’s and mixed-sport properties seek investment it’s likely that we’ll see a wave of investors, who are specifically interested in supporting women’s and mixed teams, due to the rapid growth they're experiencing.”
