Women’s sports is raking it in, as Deloitte’s 2026 Game Changers report predicts global women's sports revenue to exceed $3 billion in 2026.
This year’s projected intake far outpaces 2025’s $2.4 billion, charting at an estimated 340% increase over the last four years.
“Women’s sports are entering a new phase — one defined by scale, structure, and sustained investment,” said Deloitte US Sports CCO Alicia Hatch.
“Rising valuations and expanding revenue streams are consistent with a maturing market where leagues, sponsors, and media partners are building for long-term success.”
Soccer and basketball remain the key women's sports revenue drivers, bringing in 35% of total revenue behind by newer ventures like Unrivaled 3×3 Basketball.
North American leagues drove the numbers in 2025, making up 53% of total earnings, followed by Europe’s 16% — with commercial revenue providing the largest boost.
International events additionally reported significant gains. The UK's 2025 Rugby World Cup drew its second-largest final crowd on record, while the 2025 Cricket World Cup notched a women's cricket high of 300,000 attendees.
“Women’s sports are thriving and defined by real, transformative growth and a rapidly expanding global fan base,” said Deloitte US Chair Lara Abrash.
“The conversation has moved beyond proving value to intentionally building a lasting, world-class foundation for the future.”
Sports Illustrated unveiled its 2026 Swimsuit Issue preview this week, featuring WNBA stars Napheesa Collier and Sophie Cunningham among the 12 models and athletes photographed along Florida's Gulf Coast.
Minnesota Lynx forward Collier and Indiana Fever guard Cunningham joined sprinter Melissa Jefferson-Wooden in Fort Myers and Captiva Island, Florida for the annual beach photo shoot.
"We show what it is to sacrifice, what is it to work hard, [and] to achieve your dream," Collier said during the SI Swimsuit Issue shoot.
The Minnesota captain was seen using a beach wheelchair while recovering from offseason ankle surgery.
The roster also included models Christen Goff, Katie Austin, Jena Sims, Jasmine Sanders, Ellie Thumann, Gabi Moura, and Olandria. Photographers shot at multiple Florida locations, including Pine Island, Sanibel Island, and Cayo Costa State Park.
Collier and Cunningham join a growing list of women's sports athletes featured in the annual Sports Illustrated Swimsuit Edition. Rugby star Ilona Maher, tennis champion Naomi Osaka, and gymnastics icon Simone Biles all appeared in previous issues. The athletes' inclusion challenges traditional SI Swimsuit Issue stereotypes.
"Being a rookie for SI Swimsuit is such an honor," Cunningham told the magazine.
"It's a completely different kind of confidence than I'm used to, and I hope every person gets the opportunity to feel the way I did that day at least once in their lives."
How to Buy the 2026 Sports Illustrated Swimsuit Issue
Fort Myers marks the 2026 SI Swimsuit Issue's third destination announcement.
Additional talent and locations will be revealed before the magazine hits newsstands — both print and digital — this May.
Bay Collective announced it acquired a majority stake in Sunderland AFC this week, expanding its global women's football portfolio beyond the NWS's Bay FC.
The multi-club ownership platform, led by Kay Cossington MBE and backed by investment firm Sixth Street, aims to launch a new era for the historic Northeast England mainstay.
"We are committed to honoring Sunderland Women's DNA and legacy, protecting what makes this club and community so special," said Cossington.
"We're supporting the players, staff, and the Academy with cutting-edge resources, infrastructure, and training models tailored to the unique needs of women athletes."
Sunderland AFC currently sits eighth in the second-tier WSL2 standings with two matches remaining this season. The club also houses a productive academies, after developing England national team stars Beth Mead, Jill Scott, Steph Houghton, and Lucy Bronze.
Founded in 1879, Sunderland represents one of English football's most historic institutions. While Bay Collective assumes operational control, the club will retain a minority stake pending approvals.
The acquisition mirrors recent trends in women's soccer as NWSL ownership groups expand internationally. Bay FC now joins the Washington Spirit and Kansas City Current as operating under multi-club models with European investments.
Bay Collective launched in 2025 with Bay FC as its inaugural franchise. The platform focuses on building women's football clubs that win on the pitch while subsequently thriving on a commercial level.
New York Liberty star Breanna Stewart signed an exclusive multi-year autograph deal with Panini America this week, joining the company's expanding WNBA trading cards collection.
The seven-time WNBA All-Star and two-time champion is the latest Panini partner, alongside Caitlin Clark, Angel Reese, Paige Bueckers, and Stewart's own Unrivaled 3×3 Basketball. The deal grants Panini exclusive rights to produce autographed Breanna Stewart trading cards across its women's basketball product lines.
"Seeing yourself on a trading card is still both a proud and humbling moment," Stewart said in Tuesday's statement. "Partnering up with Panini is very exciting, especially since fans will now have more opportunities to collect."
The deal extends Panini's dominance in the surging women's sports collectibles market. WNBA trading cards have exploded in value over recent years as women's basketball booms in popularity. A signed one-of-one Caitlin Clark rookie card sold for a record-breaking $660,000 last July, highlighting robust collector demand.
Panini has aggressively expanded its women's basketball portfolio, recognizing the category's potential. The company produces multiple WNBA product lines throughout the year, featuring rookies, veterans, and retired legends.
Stewart brings championship pedigree and global recognition to Panini's lineup. The 31-year-old forward won two WNBA titles with Seattle before joining New York, where she captured the 2024 championship.
How to Buy Panini WNBA Trading Cards Featuring Breanna Stewart
Collectors can purchase Breanna Stewart autographed cards and other WNBA trading cards at PaniniAmerica.net.
Procter & Gamble is broadening its presence in women's sports, entering into a landmark multi-year, multi-brand partnership with the WNBA.
The deal redefines how P&G shows up across sports, culture, and the lives of fans as the league embraces unprecedented momentum.
The partnership also expands P&G's presence beyond Mielle's existing relationship as the league's Official Textured Hair Care Partner since July 2023. For instance, Secret — the No. 1 Clinical antiperspirant brand — and Olay — the award-winning skincare brand — launched products created in collaboration with WNBA stars A'ja Wilson (Las Vegas Aces) and Paige Bueckers (Dallas Wings).
As the Official Period Care Sponsor of the WNBA, Tampax will be taking over the 2026 WNBA Draft presented by State Street Investment Management SPY, while brands including Downy, Gillette Venus, Olay, and Tide plan to roll out additional initiatives throughout the season.
“The WNBA is experiencing incredible growth, and this partnership is a powerful opportunity for our brands to show up in ways that celebrate the game and reach the WNBA’s highly engaged, passionate, and diverse fanbase,” Mindy Sherwood, President of North America and Chief Sales Officer, Procter & Gamble, wrote in today's press release.
"There is a natural alignment between the elite performance of WNBA athletes, and the superior performance P&G brands deliver, and together, we can elevate both."
The news arrives as the WNBA gears up for another explosive season, coming off of last year's record viewership, sold-out arenas, and cultural influence extending far beyond gameday. The league's fanbase has transformed dramatically in both size and composition over recent years, creating new opportunities for brands to connect with fiercely engaged audiences.
"We're focused on working with partners who elevate our brand visibility, deepen fan engagement, and drive long-term growth," first-ever WNBA Chief Growth Officer Colie Edison told JWS in an exclusive interview.
"P&G offers an unmatched portfolio of trusted household brands. That gives us the opportunity to reach fans in new ways through integrated storytelling, retail presence, and everyday consumer touchpoints."
Prioritizing forming lasting bonds over simply slapping logos on league properties, P&G and the WNBA crafted a marketing strategy that strives to capture what fans truly care about.
"Authenticity is critical," Stacey Reherman, Vice President of Sports Marketing, Procter & Gamble told JWS. "There must be a genuine connection between brand benefits and what really matters to the fans we are trying to serve. "
P&G's widespread portfolio also lends itself to personalized activations surrounding world-famous personalities and blockbuster events rather than taking a generic WNBA-branded approach.
"P&G's portfolio is incredibly diverse, which gives us the ability to meet fans in unique, authentic, and culturally relevant ways," Edison said.
"With such a broad range of brands, P&G's portfolio allows us to tailor partnerships around individual athletes and WNBA tentpole events in a way that feels personalized."
Edison highlighted how holistically P&G viewed the players throughout the partnership's development. The company recognized that WNBA fans follow athletes on and off the court, making note of their personal lives, relationships, favorite brands, fashion choices, and backstories — not just their stats.
"What stood out most was how intentional P&G was about centering the players throughout this process," Edison said. "This partnership really leans into that."
The partnership targets existing fans, new audiences, and former fans re-engaging with the league, with data showing that the WNBA fanbase ranks among the sports world's most engaged, passionate, and diverse as it continues to expand — the perfect audience for P&G's broad brand lineup.
"This growth, coupled with the league's massive reach and viewership, broadens the ability of our brands to reach new audiences," Reherman said.
Through partnership, P&G brands are investing in the continued growth of the game by amplifying player storylines, engaging fans, and driving retail growth.
What's more, Edison sees this new partnership as a bellwether forecasting where women's sports stands in the current global marketplace — and where it's headed.
"It sends a clear message that women's sports aren't niche — they're a major part of the cultural conversation," she said. "The WNBA is shaping culture and having a global powerhouse like P&G alongside us reinforces just how far the league has come and where it's headed."
Additional details on brand activations and storytelling moments are set to roll out throughout the 2026 WNBA season.
Cleveland is already stacking its WNBA roster, as the upcoming expansion team added women’s sports-focused investment firm Monarch Collective alongside business leaders with Ohio ties to its growing ownership group on Tuesday.
Monarch Collective, whose portfolio already includes the NWSL's Angel City, Boston Legacy, and San Diego Wave, chose Cleveland as its first-ever strategic WNBA investment — and its first foray into backing basketball in general.
Joining the firm in as fellow minority owners in the WNBA's 16th team are Liz Yee, Ted Coons, Steve and Lauren Spilman, Steve Demetriou, Michael Petras, John Morikis, Chris Hyland, and AJ Murphy.
"Our commitment to Ohio runs deep, and this strategic investment – along with partners who share our fervor for women's sports in this region – marks a powerful next step for our franchise," said Rock Entertainment group chairman and majority owner Dan Gilbert in Tuesday's press release.
Fans are already clamoring to catch the new team in action, with the franchise already securing more than 8,000 initial season ticket deposits ahead of its planned 2028 season debut — nearly 25 years after the folding of the city's original WNBA squad, the Cleveland Rockers.
"We believe in the present and future of women's sports," added Gilbert. "The ownership group we have assembled will help propel this franchise forward and support its mission to become a force for good in our community and across the sport."
How to buy WNBA Cleveland season tickets
WNBA fans looking for season tickets when Cleveland begins playing in 2028 can place an initial $28 deposit — which includes a time-stamped spot on the seat selection list — via the franchise's official ticketing partner, SeatGeek.
JPMorgan Chase is getting into the game, teaming up with some of the biggest names in women's sports to help athletes manage their money from college through retirement.
The financial services giant launched its Athlete Council last week, bringing together sports icons like USWNT legends Alex Morgan and Megan Rapinoe, four-time WNBA MVP A'ja Wilson, and retired WNBA superstar Sue Bird to serve on the nine-athlete panel.
The Council will "guide the development of programs" that JPMorgan Chase will implement to address "the unique financial needs of athletes."
"An athlete's career and earning power are unique," said JPMorgan Wealth Management CEO Kristin Lemkau in Wednesday's press release. "Careers can be short and retirement unexpected."
According to reports, less than 2% of NCAA athletes turn pro and, of those who do, most retire before age 35 — all while 65% of athletes report never receiving financial education in school.
As part of the initiative, JPMorgan Chase is also spearheading the Athlete Center of Excellence, with programming "built for athletes, guided by athlete experience."
The establishment of the Athlete Council is just the latest foray of the firm into women's sports, with JPMorgan Chase already serving as the financial education partner for second-year pro volleyball league LOVB.
"Our goal is to truly empower the athletes of today — and tomorrow — with financial literacy throughout their career," said JPMorgan Chase Head of Private Client Banking Stevie Baron. "We are excited to partner with some of the nation's top athletes to deliver a fully integrated experience."
F1 Academy announced a landmark deal with Sephora this week, as the women's racing series named the global beauty retailer its Official Beauty Retail Partner.
The agreement reflects both organizations' commitment to elevating women's racing on the world stage, with Sephora bringing immersive fan activations to select F1 Academy races throughout the 2026 season. The partnership extends to F1 Paddock Club luxury hospitality, with Sephora's glam bars available to Paddock Club guests at 18 Grands Prix across the season.
The retailer will additionally throw a new end-of-year drivers' celebration spotlighting progress and performance.
As part of the deal, Sephora will sponsor Spanish driver Natalia Granada, joining the 2026 F1 Academy grid for her rookie season. Granada will compete in the "SEPHORA operated by PREMA" car, with designs inspired by the brand's signature black-and-white stripes and red accents.
Granada subsequently completes the season's full-time lineup, with races beginning this week in Shanghai. She impressed during the inaugural F1 Academy rookie test in 2025.
"Joining forces with them is incredibly powerful," said F1 Academy managing director Susie Wolff.
"This partnership goes far beyond beauty; together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport."
F1 Academy launched in 2023 as an all-women's single-seater racing series created to accelerate women's racing in motorsport. The series features 14 races across seven rounds, all held alongside the FIA Formula One World Championship.
The series reaches more than 160 territories via over 35 broadcasters while streaming live worldwide on F1TV YouTube.
Lexie Hull announced that her makeup brand will launch products soon, as the Indiana Fever guard signaled the next step for Forta Cosmetics on social media this week.
Hull co-founded Forta Cosmetics in early 2025 with former beauty investor Sarah Guller. The brand creates makeup designed specifically for athletes, built to resist sweat and stay intact during intense physical activity.
@fortacosmetics FORTA: (FOR)(T)HE(A)CTIVE #cosmetics #stanford #makeup #workout ♬ stargirl - ADTurnUp
Currently competing in Unrivaled's second season, Hull posted to her Instagram stories with the caption "otw" while tagging the Forta Cosmetics account. The announcement confirms products will soon become available, as Hull continues to build her off-court business profile throughout the WNBA offseason.
The Fever drafted Hull sixth overall in the 2022 WNBA Draft. She enters the 2026 offseason as a free agent after playing a crucial role in Indiana's WNBA semifinals fun last season.
She appeared in every game during the 2025 season, providing stability as the Fever dealt with season-ending injuries to key stars like Caitlin Clark and Sophie Cunningham while averaging 7.2 points, 4.3 rebounds, and 1.8 assists.
The Stanford product now balances promoting her cosmetics brand while leading Rose BC's Unrivaled title defense. The offseason 3×3 league tips off its second-ever postseason this weekend, with 2025 champion Rose entering as the No. 5 seed.
Forta Cosmetics positions itself as makeup that performs as hard as its users, as Hull and Guller designed the brand with athletes and other active consumers in mind.
Nike suffered another major tennis setback this week, as British star Emma Raducanu officially signed with Uniqlo for a reported $3.5 million annually over four years.
Uniqlo announced Raducanu as its newest Global Brand Ambassador, with the world No. 25 set to promote the brand's LifeWear philosophy both on and off the court. Raducanu will laos help design her on-court apparel and participate in community engagement programs for the Japanese brand.
The loss represents Nike's latest tennis departure in recent months. The retail giant previously lost England's Jack Draper to Vuori last August while US stars Frances Tiafoe left for lululemon and Taylor Fritz signed with BOSS.
The US brand continues to have top-ranked players under contract, including WTA No. 1 Aryna Sabalenka, while Japanese fan favorite Naomi Osaka remains the only Nike tennis athlete with a signature collection. Despite the effort, the numbers stand in stark contrast to Nike's dominance during the Serena Williams era.
Competitors have seized the opportunity to outperform Nike in the tennis space, as retailers across the industry now surpass the Oregon-based brand in on-court apparel design, marketing campaigns, and social media engagement.
Raducanu expressed excitement about her new partnership, noting that Uniqlo shares her values on life, culture, and society. The 2021 US Open champion will play an active role in Uniqlo's Next Generation Development Program, which provides coaching to young players.