Commercial investments in women's sports to reach USD 900 million by 2030: Capri Sports study

The report revealed factors behind the growth of women's sports.

Manifest Media Staff

Aug 7, 2025, 11:07 am

(L-R): Sharda Ugra, Jinisha Sharma, Sania Mirza, Deepa Malik, PV Sindhu and Atiqa Mir on stage after the report unveiling

Female viewership of sports content grew by 25% in 2024, according to Capri Sports’ Women’s Sports in India: Podium to Profit – A Story in the Making report.

The report, compiled by KPMG Sports, highlighted the shifts in women’s sports over the last decade.

At the 2014 Asian Games, there were 20 women’s sports events — this number doubled to 40 in 2023. India had no female representatives at the 2012 London Paralympics; however, 36 Indian women participated in the 2024 Paris Olympics, contributing to 40% of India’s medal tally. The number of commercial women’s sports leagues in India has also increased significantly — from two in 2012 to ten today.

According to the report, the key levers propelling this growth are:

Government impetus
This has led to increased female sports participation at the grassroots level. There was a 160% rise in women’s participation in the Khelo India Games between 2018 and 2020, with over 1,00,000 women participating in the 2023 edition.

Corporate investment
Private sector commitment to sports is increasing through investments in commercial women’s sports leagues and sponsorships of women’s tournaments. As a result, brand endorsement deals for women athletes have grown 20% year-on-year.

Broadcasting surge
The Women’s Premier League (WPL) secured USD 114 million in broadcasting rights over five years.

Viewership growth
The 2024 Women’s Asia Cup saw a 126% increase in reach compared to the 2022 edition. The WPL’s opening game experienced a 150% rise in TV viewership from the previous year.

Social media impact
Women athletes are now driving multiple brand endorsements and building an engaged, loyal fan base. This has transformed how brands interact with consumers.

The study also revealed that men tend to associate women athletes with nutritional products, while women associate them with apparel. Nearly 50% of female sports fans said they would pay attention to billboards featuring their favourite female athlete and respond positively.

Looking ahead, commercial investments in women’s sports — including media rights, advertising spend, and investments in teams and leagues — are expected to grow incrementally from 15% in 2024 to 25% in 2028, reaching 30% by 2030. This would amount to nearly USD 900 million.

The commercial earnings of women athletes are projected to rise from the current USD 24 million to USD 80 million by 2030. Growth is expected to be driven by the WPL, the T20 World Cup, and U-19 cricket competitions. Outstanding performances by Indian women athletes at global competitions such as the 2028 Olympics and the 2030 Asian Games are expected to result in a 40% spike in brand endorsement fees.

Broadcasters anticipate a 2.5x increase in advertising spend in 2025, with the upward trend set to continue.

Source: MANIFEST MEDIA

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