There will be a significant rise in interest in women’s sport from fans, brands and TV deals.
Deloitte has issued its annual set of predictions for the coming year, which includes women’s sport attendance reaching record figures for the 2021/22 season.
Deloitte predicts that over the course of the 2021/22 season women’s sport will reach new record high audience figures, matched with significant interest in brand sponsorship agreements and TV rights deals.
Record TV audiences are expected for the Women’s Rugby World Cup, the postponed Women’s EURO 2021, now scheduled for 2022, and the W Series.
However, it says revenue from women’s elite sports will be under a billion dollars in 2021.
Izzy Wray, consultant in Deloitte’s Sports Business Group, said: “2021/22 may prove to be the breakaway season for women’s sport revenues. Prior to Covid-19, matchday audiences, TV viewing figures and fan bases for women’s sports had been building at phenomenal pace. As social distancing measures lift, pent-up demand for live sporting events will collide with the growing fan base for women’s sports.
“Brands have a significant opportunity to seize the moment to explore new opportunities in the market, which have the potential to bring immense value, not only in monetary terms, but also as a signal for their support of gender parity.”