1、Technology,Media&Telecommunications PracticeClosing the monetization gap in womens sports:A$2.5 billion opportunityUS womens sports have passed an inflection point and are poised for future growth,but stakeholders will need to overcome multiple challenges to deliver their full economic potential.Thi

2、s article is a collaborative effort by Ben Vonwiller,Brooke Elby,and Eric Kutcher,with Aliea Clark,Ava Giglio,Erik Johnson,and McKenzie Meehan,representing views from McKinseys Technology,Media&Telecommunications Practice.August 2025Chances are,most people can now name several superstar women athlet

3、es.Celebrities such as Caitlin Clark,Coco Gauff,and Simone Biles have millions of fans,and womens basketball and soccer teams routinely fill sold-out stadiums.Without a doubt,womens sports are finally hitting the mainstream,capitalizing on years of outsize growth.Our analysis finds that between 2022

4、 and 2024,revenue from womens sports grew 4.5 times faster than that of mens sports.Yet the sector is far from reaching its full potential,leaving many billions of dollars on the table for stakeholders across the value chain.We conducted extensive research and spoke with dozens of industry leaders t

5、o present a clear picture of where the womens sports sector is headed next.As part of our research,we conducted two comprehensive surveysone of about 3,000 US sports fans and another of dozens of large companies that invest in sports marketingto better understand the current state of womens sports a

6、nd to quantify the future monetization opportunity(see sidebar“Methodology”).MethodologyTo frame our report,McKinseys global sports and gaming service line conducted two independent surveys during September and October of 2024.Our fan survey includes 3,003 self-identified sports fans in the United S