The Rise of Women's Sports in the UK: A Statistical Analysis

Women’s sport in the UK—and beyond—looks set to grow exponentially over the coming years. The Sports Industry Report suggests that annual global revenues for women’s sport will skyrocket from $1 billion in 2023 to $23 billion by 2033. With figures like that, it’s no wonder investors are rubbing their hands together. From packed stadiums and eye-watering sponsorship deals to exclusive media coverage, the surge in women’s sport shows no signs of slowing down.

In recent weeks alone, Ilona Mayer has made waves by joining Bristol Bears—a move that could be huge for the club as they bring a global superstar to UK shores. Meanwhile, Naomi Girma has become the first female player to (almost) break the £1 million transfer fee mark. While Manchester United manager Marc Skinner believes fees like this could skew the market, it’s clear evidence of how fast the women’s game is evolving.

Attendance is Skyrocketing at Women’s Sporting Events

Bums on seats—that’s the ultimate goal for any team, across all sports. Women’s sporting events are delivering in multiple ways. The UEFA Women’s Euro 2022 Final at Wembley saw England face Germany in front of 87,192 fans, making it the most attended women’s football match in European history (UEFA, 2022).

And it’s not just a one-off. The rise in popularity of the Women’s Super League (WSL) alongside lucrative TV deals has seen a staggering 200% increase in attendance figures between 2018/19 and 2022/23 (BBC Sport, 2023). Arsenal and Chelsea now regularly fill larger stadiums, showing just how much demand there is. While football continues to thrive, rugby is following suit. The Women’s Six Nations Rugby Championship has reported a 69% rise in spectators from 2019 to 2023, proving that fan appetite is only growing (BBC Sport, 2023).

And then there’s Ilona Mayer, who helped Bristol Bears double their intake for a women’s rugby match back in January (BBC, 2024).

Sponsorship and Investment Trends

The saying ‘build it and they will come’ couldn’t be more relevant here. The growth in attendance and popularity has naturally caught the attention of deep-pocketed investors and big-name brands.

More fans means more commercial interest, and we’re seeing it firsthand. Barclays’ sponsorship of the Women’s Super League is worth over £30 million—the largest commercial investment in UK women’s football to date (The Guardian, 2023). Cricket is making strides too, with The Women’s Hundred securing Vitality as a title sponsor, reflecting the increasing corporate commitment to the women’s game. Between 2020 and 2024, sponsorship for women’s sports in the UK has grown by an incredible 146%, with major brands like Visa, Nike, and Heineken leading the charge (SportsPro Media, 2024).

The money is flowing, and with it, the visibility and professionalism of women’s sport are reaching new heights.

Media Coverage and Broadcast Deals

It’s not just the stadiums and sponsorship deals making waves—women’s sport is getting more screen time too. The BBC and Sky Sports signed a £24 million TV deal in 2021 to broadcast WSL matches, bringing women’s football into millions of homes. The impact? A seismic shift in visibility and engagement.

And the momentum hasn’t stopped. The 2023 Women’s Ashes Series pulled in a record audience of 5.3 million viewers—up from 3.4 million in 2019 (ECB, 2023). Meanwhile, the Women’s FA Cup Final in 2023 reached a peak audience of 4.3 million, making it one of the most-watched domestic women’s football events ever (BBC Sport, 2023).

More eyes on the game means more investment, more opportunities, and a brighter future for female athletes.

Grassroots Participation and Legacy Impact

Success at the top is inspiring change from the ground up. England’s Euro 2022 win wasn’t just a moment in history—it triggered a 30% rise in grassroots women’s football participation (The FA, 2023). Rugby has seen similar growth. Back in 2017, there were 25,000 registered female rugby players in England. By 2023, that number had grown to over 40,000, thanks to initiatives from the Rugby Football Union (RFU, 2023).

Cricket is another sport booming at the grassroots level. A record 2 million women and girls played cricket in 2023—more than double the figure from 2019 (ECB, 2023). The momentum is undeniable, and it’s setting the stage for the next generation of female athletes.

Challenges and Future Prospects

Despite the progress, there’s still work to be done. Pay disparity remains a significant issue. The average WSL salary is around £47,000 per year—a fraction of what male players in the Premier League earn (The Guardian, 2023).

There’s also the issue of access. Only 44% of girls aged 11-18 have the same access to sports facilities as boys, limiting their ability to develop from a young age (Sport England, 2023). And while media representation is improving, women’s sports still account for just 15% of total sports media coverage in the UK.

That said, the trajectory is overwhelmingly positive. With continued investment, greater media visibility, and shifting cultural attitudes, women’s sports in the UK are set for even greater success. The challenge now is ensuring that this momentum doesn’t stall.

So what happens next?

The rise of women’s sports in the UK isn’t just a passing trend—it’s a movement fuelled by record-breaking attendance, unprecedented sponsorship, and undeniable grassroots participation. The opportunities for brands, clubs, and organisations are vast, but more importantly, this growth is inspiring future generations.

There are still hurdles to overcome, but one thing is clear: the future of women’s sport in the UK is brighter than ever.