Is an inability to understand audiences holding back women’s sport?

Women’s sport is expected to generate more than £1bn in revenue worldwide in 2024, according to Deloitte, but as women’s sport grows, stakeholders have their minds set on growing domestic leagues and moving attention away from the landmark events.

2023 has been a year of commercial growth for women’s sport, with key defining moments such as the Fifa World Cup, Ashes and the Six Nations grabbing headlines and reaching big crowds. In fact, people in the UK spent more time watching women’s sport this year than ever before, according to the Women’s Sport Trust.