Ad Spending on Women’s Sports Surges 139% in 2024

Increased viewership and ad effectiveness signal growing momentum for women’s sports, but questions about pay equity remain.

Advertising spending on women’s sports reached $244 million in 2024, marking a 139% year-over-year increase, with women’s basketball attracting the largest share.
Viewership of women’s sports grew by 131% in 2024, with events like the WNBA Finals and NCAA women’s basketball championship breaking audience records.
Ads during women’s sports broadcasts were 40% more effective than the average primetime ad, with brands like Skims and New Balance seeing significant engagement boosts.
Female athletes are emerging as powerful brand ambassadors, with endorsements driving higher consumer engagement than ads featuring male athletes in some cases.
The WNBA’s new media rights deal, beginning in 2026, is expected to significantly increase revenues and could potentially reshape pay structures for female athletes.