Advertising Revenue Increased
In 2024, advertising spending on women’s sports reached $244 million, a 139% increase from the previous year. This surge corresponds with a 131% rise in women’s sports TV viewership during the same period.
Basketball led the growth, attracting the highest investment among women’s sports. Other sports, such as soccer, volleyball, and gymnastics, also experienced significant increases in ad engagement, reflecting a broader trend of rising interest and investment in women’s athletics.
Will Higher Pay for Athletes Continue?
While the increase in advertising revenue for women’s sports in 2024 is a positive development, whether it translates into higher athlete salaries depends on several factors.
Potential for Pay Increases
League Revenue Sharing: If leagues like the WNBA, NWSL, and others negotiate better revenue-sharing agreements, players could see salary increases. The current WNBA collective bargaining agreement (CBA) is set to expire on October 31, 2025. In October 2024, the Women’s National Basketball Players Association (WNBPA) exercised its option to opt out of the existing CBA, initially scheduled for 2027. This opt-out means that the current agreement will now conclude at the end of the 2025 season, necessitating negotiations for a new CBA to be in place before the 2026 season.
As of March 12, 2025, preliminary discussions have taken place between the WNBPA and the WNBA, but no substantial progress has been reported. Players are advocating for improved revenue sharing, enhanced salaries, and better working conditions. There is also a growing concern among players about the possibility of a work stoppage if a new agreement isn’t reached before the current CBA expires.
Sponsorship and Endorsements: More advertising spending often means more endorsement opportunities for top athletes. Players with strong personal brands, like Caitlin Clark or Alex Morgan, may benefit the most, but mid-tier athletes could also see gains.
Expansion and Investment: Increased revenue could lead to league expansion, better facilities, and higher salaries as teams become more profitable.
Challenges to Equal Pay
Revenue Distribution: Even with rising ad spending, leagues may prioritize other expenses (e.g., marketing, operations) before increasing player salaries.
Existing Contracts: Many athletes are locked into long-term contracts that may not immediately reflect the revenue boom. New CBAs or renegotiations would be needed.
Sustaining Growth: Advertisers and media companies will need to maintain or increase their commitment to women’s sports for salary gains to be long-term rather than a temporary spike.
Women’s sports are making financial strides, and the pressure is on leagues and sponsors to ensure that athletes receive their fair share. If revenue growth continues, collective bargaining and business model adjustments could lead to significant salary increases in the coming years.
