Why Advertisers Should Tap Into Women’s Sports: The Growing Market That’s Reshaping the Game
If you’re an advertising professional looking to tap into a dynamic, fast-growing market, women’s sports should be at the top of your list. While once considered a niche market, women’s sports have rapidly expanded into a thriving market with high-value opportunities. With an exponential increase in viewership, record-breaking ad sales, and measurable consumer impact, this sector is no longer emerging—it’s here, and it’s changing the game.
Explosive Growth in Ad Spend and Viewership
The numbers speak for themselves. According to a report by EDO, “TV advertisers spent $244 million on women’s sports in 2024, a year-over-year increase of 139%” (Leung, 2025). This increase was particularly prominent in basketball, which attracted the most significant investment. Stars like Caitlyn Clark, Angel Reese, Paige Bueckers, and JuJu Watkins drew attention to the game. However, all women’s sports experienced substantial growth.
This rise in advertising spending “corresponded with a 131% year-over-year increase in women’s sports TV viewership, according to EDO’s estimates”. The 2024-2025 regular season of women’s college basketball, in particular, experienced an impressive 41% increase in viewership from the previous year, with ESPN platforms reaching new levels of audience engagement (Darvin, 2025). This sharp rise in popularity has attracted brand interest, and these statistics aren't just fleeting numbers; they’re a strong indication of where the market is heading.
Women’s sports programming is a valuable market that isn't just growing but is delivering results. Ads shown “during women’s sports programs were 40% more impactful than average primetime advertisement,” as measured by the increase in brand search activity following when an ad aired (Leung, 2024). These insights make it clear that brands planning future campaigns should seriously consider women’s sports as a market with untapped potential. Laura Grover, Senior Vice President at EDO, says, “Women’s sports are on track to become one of the most valuable areas for advertisers.”
March Madness: A Marketing Powerhouse
Out of every women’s sports event, the Women’s March Madness Tournament stands out as a top-tier advertising opportunity. Securing an ad spot during Women’s March Madness has become incredibly competitive. Disney and ESPN reported a 200% increase in ad sales for the 2024-25 NCAA Women’s Basketball Tournament, with 95% of the ad inventory sold three months prior to the start of the tournament (Notte, 2025). The tournament’s viewership boom has driven ad demand to new heights. In fact, Women’s March Madness now commands advertising value comparable to major men’s events like the NFL Divisional playoffs and NBA Finals, with premium ad rates increasing by up to 250% (Darvin, 2025). For the 2025 NCAA Women’s Basketball Tournament, the championship game sold out ad spots months in advance (Darvin, 2025), further validating that women’s sports are not only becoming more popular they are also becoming a highly profitable space for advertisers.
Returning advertisers are doubling down. “The women’s tournament’s returning advertisers increased their budgets by 81% from 2024,” and scatter ad rates during the championship game exceeded $1 million (Notte, 2025). As Disney Advertising’s Senior Vice President of Revenue and Yield Management, Jim Minnich says, “The NCAA DI Women’s Basketball Tournament is proof that women’s sports aren't just having a moment—they’re building a legacy.” Brands are not only investing in ad spots, they’re positioning themselves at the forefront of a cultural shift in how women’s sports content is valued and consumed.
A Global Trend with Staying Power
The momentum behind women’s sports extends far beyond the United States. According to research from Deloitte, global revenues from women’s sports grew by an impressive 300% between 2021 and 2024, and 99% of brand decision-makers are increasing their investments in this area. What makes this audience even more valuable is their behavior. Women’s sports fans are more likely to purchase merchandise and engage actively on social media, making them an incredibly valuable demographic for brands looking to build long-term loyalty (Darvin, 2025). This shift in advertising spending reflects a broader change in how the sports industry is valuing women’s sports overall. As viewership and attendance for women’s sports continue to rise, the return on investment for advertisers has never been clearer.
The Future Is Now
The increase in advertising spending reflects a larger transformation in the sports industry. Women’s sports, once overlooked, are now commanding attention and offering high value for advertisers. The explosive popularity of women's basketball, especially at the college level, is just the beginning. For brands looking to stay competitive and relevant in today’s landscape, now is the time to make women’s sports an integral piece of their advertising strategy.
References
Darvin, L. (2024). Disney’s historic win: Ad inventory sold out for 2025 Women’s Basketball Championship. Forbes. https://www.forbes.com/sites/lindseyedarvin/2024/12/30/disneys-historic-win-ad-inventory-sold-out-for-2025-womens-basketball-championship/.
Darvin, L. (2025). 2025 NCAA Tournament: The money behind Women’s March Madness. Forbes. https://www.forbes.com/sites/lindseyedarvin/2025/03/16/the-money-and-momentum-behind-womens-march-madness/.
Leung, R. (2025). Ad spending on women’s sports more than doubled in 2024. CNBC Sports. https://www.cnbc.com/2025/03/11/ad-spending-womens-sports-doubles.html.
Notte, J. (2025). March Madness wins ad buys as women’s basketball scores big. Ad Week. https://www.adweek.com/convergent-tv/march-madness-ad-buys-womens-basketball/.
McKenna Dole is a senior pursuing a degree in Advertising and Public Relations with a minor in Digital Studies and a certificate in Sport Coaching. Currently, she works as the Advertising Manager at the Grand Valley Lanthorn and as an Assistant Coach and Social Media Manager for Wayland Union Girls Varsity Basketball. After graduation, she aspires to work in a marketing or creative role in the sports industry.