Beyond the Game: The Growing Economic Impact of Women’s Sports

Yes, women’s sports are a cultural movement, but they are so much more than that. Record attendance, viewership, and investor interest are driving significant economic impact, with fans generating spending across local businesses and tourism. In the U.S., the Women’s National Basketball Association (WNBA) and the National Women’s Soccer League (NWSL), projected to be the leading drivers of revenue growth in women’s professional sports in 2026, offer some of the clearest examples of how this momentum is translating into tangible economic benefits for host cities and local economies.

The Business of Women’s Sports Growth

The 2026 WNBA All-Star Game in Chicago attracted a record crowd of 19,783 fans, surpassing attendance at the men’s NBA All-Star Game for the first time ever [1] . The milestone reflects not only the league’s growing popularity but also its increasing economic influence. Rising fan engagement is contributing to stronger travel demand and generating economic activity beyond the arena. For example, Booking.com reported a substantial increase in searches for flights and accommodation surrounding the WNBA Finals, with searches for Phoenix and Las Vegas, the home and host cities of the two finalist teams, more than doubling during several key game periods [2].

NWSL is experiencing similar momentum. The league opened its 2026 season with record attendance, averaging approximately 16,150 fans across its first eight matches[3]. Interest in the league is also expanding, with its overall fan base growing from 30.8 million in 2023 to 39.3 million in 2025, while viewership increased 5% during the same period[4]. As audiences grow, so does the league’s economic footprint, creating greater opportunities for investment and sponsorship, as in-person attendance is one of the strongest indicators of franchise value.

Average Attendance by Season: NWSL vs. WNBA, 2015–2025

Higher attendance levels can positively affect local economic activity through patronage of businesses such as restaurants, retail, transportation, and hospitality providers. This audience growth is fueled in part by athletes who actively engage with fans and build strong personal brands, strengthening the connections between athletes, supporters, and their teams. Athletes like Trinity Rodman (NSWL) and Caitlin Clark (WNBA) exemplify this trend or pattern with the following they have built over the past few years, rising to prominence both in and out of the stadium.

The WNBA has expanded from 12 teams in 2024 to 15 teams in 2026, with additional franchises already announced[5]. The NWSL has likewise outlined plans to enter new markets[6]. As both leagues continue to grow, they are creating new opportunities for tourism, local business activity, and economic development.

Number of Teams by Season: NWSL vs. WNBA, 2020–2028

Women’s Sports Are Revitalizing Downtown Areas

Beyond tourism, women’s sports are increasingly viewed as catalysts for urban development.

One of the clearest examples is Denver’s NWSL stadium project, slated to open in Spring 2028. According to a City and County of Denver economic impact report, the stadium and surrounding mixed-use development are projected to generate approximately $2.2 billion in economic output and create up to 1,100 jobs during construction and operations[7]. The project extends beyond a sports venue: housing, retail, restaurants, and hospitality development are all incorporated into the building project. This broader approach demonstrates how women’s sports facilities can serve as economic anchors for neighborhood revitalization.

Furthermore, investment in women’s sports arenas creates a two-sided economic opportunity: communities can benefit from development and activity surrounding new venues, while teams gain greater control over the revenue generated inside them. A 2026 analysis estimates that purpose-built venues could generate roughly $1 billion to $3.8 billion in incremental team revenue over 30 years, driven by greater control over ticketing, sponsorships, premium experiences, and non-game-day events, as well as other revenue streams[8]. This alignment strengthens the case for women’s sports facilities as anchors for mixed-use development.

Dallas has adopted a similar strategy, with the city approving approximately $19 million in incentives to relocate the WNBA’s Dallas Wings to a renovated convention center arena in downtown Dallas[9]. The investment reflects growing confidence among civic leaders and local communities in the tangible economic benefits of women’s professional sports.

Investment and Media Rights Are Fueling Growth

A powerful cycle of investment and media growth underpins much of this economic activity. As leagues attract larger audiences, they secure more valuable media rights agreements and sponsorships. Those revenues are then reinvested into facilities, expansion, marketing, and into the communities of the fans who help make it all possible.

The rapid growth of women’s sports is reflected in rising media revenues and franchise valuations. The NWSL’s four-year, $240 million media rights agreement and Atlanta’s $165 million expansion fee helped drive average franchise valuations to $184 million, a 179% increase since 2023[10]. Similarly, the WNBA’s 11-year, $3.1 billion media rights agreement increased annual media revenue to approximately $281 million[11]. Together, these developments highlight the growing popularity and financial strength of both leagues, providing greater resources for expansion, investment, and local economic development.

Closing Thoughts

Through tourism, downtown redevelopment, job creation, private investment, and growing media revenues, the WNBA and NWSL are emerging as important economic drivers and long-term pillars of their communities. While both leagues are younger than many established men’s professional leagues, their rapid growth suggests their influence on local economies will only strengthen over time. The economic impact of women’s sports is no longer a bonus or a future possibility; it is an established reality that is reshaping communities across the country.

Stay tuned for more on the topic of women’s sports in our forthcoming series.

FOOTNOTES

[1]  Darvin, L. (2026). WNBA All-Star Game Outdraws NBA as League Posts Record Attendance and Viewership. Forbes. https://www.forbes.com/sites/lindseyedarvin/2026/07/28/record-all-star-crowd-caps-a-historic-first-half-for-the-wnba-season/

[2] Schmidt, M. (2025). New Booking.com Data Further Illustrates Women’s Sports Fans’ Willingness to Travel. The GIST. https://www.thegistsports.com/article/new-bookingcom-data-further-illustrates-womens-sports-fans-willingness-to-travel/

[3] National Women’s Soccer League. (2026). NWSL Sets Opening Weekend Attendance Record to Kick Off 2026 Season. https://www.nwslsoccer.com/news/nwsl-sets-opening-weekend-attendance-record-to-kick-off-2026-season

[4] Nielson. (2025). Nielsen Reveals Exclusive New Data and Insights in Annual Tops of Sports Report. https://www.nielsen.com/news-center/2025/nielsen-reveals-exclusive-new-data-and-insights-in-annual-tops-of-sports-report/

[5] Yuen, M. (2025). WNBA Expansion & Investment | What New Teams Mean for Media Rights and Sponsorships. Genius Sports. https://www.geniussports.com/content-hub/wnba-expansion-and-impact-on-media-rights-sponsorships/

[6] Pelit, A. (2026). NWSL 2026: Big Investment, Berman Down to Business. The Athletic. https://www.nytimes.com/athletic/7126469/2026/03/18/nwsl-2026-big-investment-berman-down-to-business/

[7] City and County of Denver Department of Finance. (2025). Economic Impact for NWSL Stadium and Surrounding Development in Denver. https://www.denvergov.org/files/assets/public/v/1/finance/documents/financial-reports/economic-impact-for-nwsl-stadium-and-surrounding-development-in-denver.pdf

[8] Populous. (2025). Denver Summit FC Announces Construction of Purpose-Built Stadium and Surrounding Development to Create Community-Based Experiences. https://populous.com/article/denver-nwsl-announces-construction-of-purpose-built-stadium-and-surrounding-development-to-create-community-based-experiences

[9] Carlisle, N. (2024). City Leaders OK Incentives Bringing WNBA Team to Downtown Dallas. CoStar News. https://www.costar.com/article/635963206/city-leaders-ok-incentives-bringing-wnba-team-to-downtown-dallas

[10] Pelit, A., & Anzidei, M. (2026). NWSL Commissioner Jessica Berman Discusses 2027 Schedule and League Updates. The Athletic. https://www.nytimes.com/athletic/7494964/2026/08/05/nwsl-commissioner-jessica-berman-2027-schedule-league-updates/

[11] Stewart, T. (2026). WNBA Media Rights Deal Worth $3 Billion Begins in 2026. Just Women’s Sports. https://justwomenssports.com/reads/wnba-media-rights-deal-3-billion-2026/

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