Portfolio Construction

Game Changer: Investing in Women and Sports

March 4, 2026 | 1 minute read
game-changer_16-9_1360x765.jpg
Portfolio Construction

Game Changer: Investing in Women and Sports

March 4, 2026 | 1 minute read
game-changer_21-9_1840x788.jpg
Portfolio Construction

Game Changer: Investing in Women and Sports

March 4, 2026 | 1 minute read
game-changer_3-1_2480x827.jpg
Author(s)
Avatar
Candice Tse
Global Head of Strategic Advisory Solutions

Women's sports are at a global inflection point, with the US market leading the charge. We examine the progress and opportunities in this game-changing era for investors, advisors, and financial institutions.

Changing The Game

Women's sports are rapidly transforming to a dynamic, high-growth segment of the global sports economy, evidenced by rising viewership, attendance, sponsorships, and media rights.1 Despite this momentum, significant untapped potential remains. Women’s sports are still underrepresented in media coverage, sponsorship allocations, and overall revenue share. Yet the gap between audience engagement and commercial valuation suggests considerable room for growth.

This evolution presents new opportunities for investors and advisors. The rise of women’s sports has created new markets, new income models, and a new generation of high-profile athletes who will require specialized financial guidance throughout their careers. In our view, advisors who understand this landscape are well positioned to support athletes, families, and organizations, shaping the future of this expanding sector. 

4.5x
Faster revenue growthFor US women’s sports vs men’s between 2022-24.
80%
Brands likely to investIn women’s sports sponsorships within the next three years.
19%
Family offices Looking to invest in women’s professional sports leagues.

Revenue growth source: Closing the Monetization Gap in Women’s Sports: A $2.5 Billion Opportunity,” McKinsey & Company, August 20, 2025. Brands investing source: The Buck Stops Here: A Review of Brand Decision Making in Women’s Sports Sponsorship and Activation,” Women’s Sports Trust, December 2024. Family offices source: Adapting to the Terrain Family Office Investment Insights, Goldman Sachs, 2025.

As women's sports grow, so does the demand for specialized financial guidance, broadening the advisory landscape and creating significant opportunities for advisors committed to supporting women athletes' long-term financial goals.
Avatar
Candice Tse
Global Head of Strategic Advisory Solutions

We believe advisors are crucial for women athletes, helping them build long-term financial strength.  Beyond managing investments, advisors help athletes prioritize planning, budgeting, and philanthropy. We’re here to help support advisors as they serve women investors, addressing challenges, building confidence, and providing actionable strategies for financial independence.

We believe combining strategic investment in women’s sport with dedicated financial guidance for its athletes is the ultimate game changer.

 

Viewership and attendance: McKinsey, “Closing the Monetization Gap.”, as of August 20, 2025.
Sponsorships: “The Buck Stops Here: A Review of Brand Decision Making in Women’s Sports Sponsorship and Activation,” Women’s Sports Trust, as of December 2024.
Media Rights: “NWSL Announces Media Deals with CBS Sports, ESPN, Amazon Worth $240 million,” CNBC, as of November 9, 2023.

Author(s)
Avatar
Candice Tse
Global Head of Strategic Advisory Solutions
Game Changer: Investing in Women and Sports
Download the full publication for more on the burgeoning industry, building leaders, and how financial advisors can help.
game changer: investing in women and sports
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