Industry Confidential, PUSH Magazine, Volume 5, Issue 4

INDUSTRY CONFIDENTIAL

Check in every issue for the unfiltered thoughts of our guest writers and contributors as they discuss the hottest topics in sports tourism.

In this issue, our guest writer discusses the subject of the continued growth in women’s sports.

The Rise in Women’s Sports is one of the most transformative and exciting developments in sports tourism. It reflects growing fan interest, increased investment, and heightened visibility of women’s competitions globally and across the United States. This trend is reshaping sports tourism and offering new opportunities for fans, athletes, and destinations.

Women’s sports have witnessed unprecedented attendance, viewership, and engagement, driving significant economic impact in the sports tourism industry. Examples include:

NCAA Women’s Basketball Tournament: The 2024 NCAA Women’s Final Four set viewership and ticket sales records, with sold-out arenas and millions of fans tuning in, highlighting the growing interest in women’s college sports.

Professional Women’s Soccer: The National Women’s Soccer League (NWSL) has seen dramatic increases in attendance and viewership, with sellout crowds at games and rising season ticket memberships. Events like the Women’s World Cup (2023) showcased how international tournaments drive tourism to host cities.

WNBA Growth: The WNBA continues to experience a surge in popularity, with marquee games featuring star players drawing sold-out crowds, larger media deals, and substantial fan travel for events like the WNBA All-Star Game.

The rise of women’s sports has direct economic benefits for host cities and regions. Major events like women’s soccer tournaments, basketball championships, and volleyball competitions attract fans, who spend discretionary income on lodging, dining, and entertainment.

Destinations are upgrading arenas and sports complexes to host large-scale women’s events, driving long-term tourism growth. Women’s sports teams are partnering with local businesses, further integrating events into the city’s cultural and economic landscape. For instance, the 2024 NCAA Women’s Final Four brought tens of thousands of fans to Cleveland, resulting in millions of dollars in economic impact.

Women’s sports have become a key draw for families and younger fans, inspiring generational engagement. Female athletes inspire the next generation, particularly young girls, encouraging participation in youth sports and driving family travel to events. Women’s sporting events often emphasize accessibility, with post-game autograph sessions, player meet-and-greets, and community engagement activities that create meaningful connections between athletes and fans. Girls’ participation in organized sports, especially soccer, volleyball, basketball, and softball, drives demand for youth tournaments, travel leagues, and related tourism.

Increased investment in women’s sports has elevated the quality and visibility of events through sponsorship growth. Companies increasingly invest in women’s leagues and athletes, driving revenue growth and allowing for high-quality tournaments that attract traveling fans. More women’s sports are accessible to fans via major broadcast networks and streaming platforms, generating global excitement and encouraging travel to live events. Fans are purchasing team jerseys, branded gear, and memorabilia, contributing to the financial success of women’s sports leagues and events.

Cities recognize the value of hosting women’s sports events to drive tourism and elevate their profiles. The U.S. is increasingly hosting high-profile international women’s tournaments, such as the FIFA Women’s World Cup and the SheBelieves Cup. These events attract fans from around the globe, generating significant tourism revenue. Women’s volleyball has seen massive attendance growth, with events like the NCAA Volleyball Championships drawing tens of thousands of fans and creating a festival-like atmosphere in host cities. Women’s sports are opening new markets for sports tourism, with events like rugby sevens and professional women’s hockey tournaments attracting new audiences.

Additionally, the visibility of women’s sports in mainstream media has grown exponentially, amplifying their appeal to spectators through media representation and visibility. Documentaries and media coverage showcase the compelling stories of female athletes, driving fan interest and travel to live games. Female athletes and teams leverage platforms like Instagram and TikTok to connect directly with fans, increasing event attendance and inspiring travel. Recognizable athletes have become global icons, drawing fans to games and events where they compete.

To accommodate growing fan demand, destinations are investing in infrastructure tailored for women’s sports. New arenas and stadiums are being designed with inclusivity and accessibility in mind. Existing facilities are being renovated to host women’s championships, leagues, and international tournaments. Youth sports complexes prioritize female participation, hosting large-scale tournaments and events that draw families and teams from across the country.

The rise in women’s sports is revolutionizing the sports tourism industry. From record-breaking attendance and economic impact to generational engagement and media visibility, women’s sports are no longer on the sidelines. As leagues, athletes, and events continue gaining momentum, cities and destinations increasingly view women’s sports as a significant driver of sports tourism. This trend creates opportunities for destinations to attract fans, showcase their offerings, and leave a lasting legacy.