{"id":20405,"date":"2024-12-09T09:55:04","date_gmt":"2024-12-09T14:55:04","guid":{"rendered":"https:\/\/www.rbcwealthmanagement.com\/en-us\/?p=20405"},"modified":"2025-01-24T14:37:18","modified_gmt":"2025-01-24T19:37:18","slug":"report-explores-opportunities-for-investors-in-womens-sports","status":"publish","type":"post","link":"https:\/\/www.rbcwealthmanagement.com\/en-us\/insights\/report-explores-opportunities-for-investors-in-womens-sports","title":{"rendered":"Report explores opportunities for investors in women\u2019s sports"},"content":{"rendered":"\n<p>The multi-billion-dollar global sports ecosystem is evolving, and the landscape for women athletes, franchises and leagues is positioned for unparalleled expansion.<\/p>\n\n\n\n<p>Historically, professional women\u2019s sports have not had the same access to mainstream platforms and financial resources as their male counterparts. However, attendance, media rights and viewership are building\u2014as seen with the National Women\u2019s Soccer League (NWSL) and Women\u2019s National Basketball Association (WNBA)\u2014and the steady stream of new investments in women\u2019s sports signals a significant shift across the sports ecosystem.<\/p>\n\n\n\n<p>Dedicated to supporting women&#8217;s sports across several important areas, RBC launched a research series in partnership with Wasserman and The Collective, Wasserman&#8217;s women-focused division. <a href=\"https:\/\/www.rbcwealthmanagement.com\/assets\/wp-content\/uploads\/documents\/general\/the-new-economy-of-sports-part-1.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Part 1 of The New Economy in Sports report <\/a> examined the athlete income gap and the opportunities women athletes present to brands, sponsors and investors.<\/p>\n\n\n\n<p>Part 2 of the report seeks to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Highlight the growth trajectory and increasing valuations of women\u2019s sports teams<\/li>\n\n\n\n<li>Illustrate the impact of audience engagement on league value<\/li>\n\n\n\n<li>Provide investors with the framework needed to make informed decisions about entering the rapidly expanding women\u2019s sports ecosystem<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The impact of audience engagement<\/strong><\/h2>\n\n\n\n<p>Women athletes have a passionate, purpose-driven fanbase that rewards brands, teams and owners. Live gameday attendance for the WNBA increased by <strong>48 percent<\/strong> year over year, and attendance for the NWSL rose <strong>42 percent<\/strong> year over year.<\/p>\n\n\n\n<p>Growth isn\u2019t limited to game attendance. Over the next three years, each league\u2019s broadcast viewership is projected to increase: <strong>+32 percent<\/strong> for the WNBA and <strong>+24 percent<\/strong> for the NWSL. The organic expansion of live and broadcast audiences will drive <strong>over 63 percent<\/strong> of the new value for league teams.<\/p>\n\n\n\n<p>Additionally, shorter cycles for media rights deals are more common in women\u2019s sports, presenting more opportunities for leagues to increase revenue and accelerate value with each renewal, unlike the decade-long commitments typical in men\u2019s league deals.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Projected growth of broadcast audience<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.rbcwealthmanagement.com\/en-ca\/wp-content\/uploads\/sites\/5\/2024\/11\/TV-viewership-Projected-growth-broadcast-audience-Infographic-V3.png?w=1024\" alt=\"A line graph showing the average household viewers per WNBA and NWSL games.\" class=\"wp-image-26326\"\/><figcaption class=\"wp-element-caption\">Viewership reflects means-adjusted average of household viewership based on impartial data from 2024.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The anticipated growth of women\u2019s sports franchises<\/strong><\/h2>\n\n\n\n<p>Over 40 characteristics, from market dynamics to team performance, were used to analyze two of the most established women\u2019s sports properties: the NWSL and the WNBA. Based on this analysis, total team valuations are predicted to increase from $2.6 billion in 2023\/2024 to $4.3 billion in 2027\u2014a gain of over $1.6 billion in new value over the next three years.<\/p>\n\n\n\n<p>Another driver in these valuations is high-value sponsorship. For example, a jersey patch sponsorship for a high-value NSWL or WNBA team can sell from <strong>$1.7 to $2.1 million<\/strong> <strong>annually.<\/strong><\/p>\n\n\n\n<p>There is further room for growth, as the estimated $4.3 billion in team valuations does not include infrastructure development or the new WNBA media rights deals starting in 2026.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Valuation projections for NWSL and WNBA&nbsp;<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.rbcwealthmanagement.com\/en-ca\/wp-content\/uploads\/sites\/5\/2024\/11\/Potential-team-valuations-Infographic-V2.png?w=1024\" alt=\"A bar chart showing the potential valuation projections for NWSL and WNBA.\u00a0\" class=\"wp-image-26328\"\/><figcaption class=\"wp-element-caption\">Sources: Badenhausen, K. (2024, June 18). <em>WNBA franchise Valuations Ranking List: From Vegas to Atlanta<\/em>. Sportico.com.<br>Badenhausen, K. (2024, September 25). <em>NWSL Franchise Valuations Ranking List: From Angel City FC to Chicago Red Stars<\/em>. Sportico.com. *Projected expansion.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>New ownership models fuel investment<\/strong><\/h2>\n\n\n\n<p>Brands, owners and investors have an opportunity to champion women athletes and make a lasting impact in women\u2019s sports.<\/p>\n\n\n\n<p>While individuals or families with majority stakes are the most common form of ownership in men\u2019s and women\u2019s professional sports (over half of the teams in the WNBA and NWSL), this legacy model is becoming less common with new leagues and teams. In fact, independent women\u2019s teams\u2014teams owned and operated without affiliation or shared ownership with a men\u2019s team\u2014are more likely to feature <strong>diverse ownership groups<\/strong> and <strong>corporate ownership<\/strong> through equity or investment firms.<\/p>\n\n\n\n<p>\u201cTo fully understand the full picture of women\u2019s team sport ownership, we complement quantitative analysis with an overview of innovative investment models and stakeholder perspectives on the biggest opportunity in sport today,\u201d says Thayer Lavielle, executive vice president of The Collective.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Evolving investment structures in the women\u2019s sports ecosystem<\/strong><\/h2>\n\n\n\n<p>Professional women\u2019s sports present a strong growth opportunity, with new investment vehicles available to help investors tap into this potential.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>First-mover advantage<\/strong><\/h3>\n\n\n\n<p>Many new teams and leagues are adopting a new investment model known as <strong>Simple Agreements for Future Equity (SAFEs)<\/strong> to attract early-stage investors with discounted equity upon achieving key milestones, such as successful subsequent funding rounds.<sup>1<\/sup><\/p>\n\n\n\n<p>For example, World Elite Rugby recently raised <strong>$500,000<\/strong> through a SAFE before launching a broader seed round.<sup>2<\/sup><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Infrastructure-based investment<\/strong><\/h3>\n\n\n\n<p>Women\u2019s pro sports leagues have clear development needs, such as dedicated game and practice facilities, media creation and production capabilities, and player salaries and benefits. Some teams are creating a unique asset class linked to infrastructure projects, offering investors a defined exit timeline based on revenue growth.<\/p>\n\n\n\n<p>In May 2024, the ownership group of Chelsea\u2019s Women\u2019s Soccer League team sold a minority stake to fund team promotion and infrastructure development, increasing the team\u2019s valuation to <strong>\u00a3200 million<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Elevating the game<\/strong><\/h2>\n\n\n\n<p>Women&#8217;s sports represent a rapidly growing sector and a compelling catalyst for change. The combination of high growth, a rapidly increasing audience, projected league expansions and additional leagues in development present a compelling case for investing in an industry focused on equality, diversity and sustainability. \u201cWhether through team ownership or strategic partnerships, professional women\u2019s sports are good business and good for business,\u201d says Luana Harris, managing director of RBC Sports Advisory&nbsp;at RBC Wealth Management.<\/p>\n\n\n\n<div class=\"wp-block-rbcwm-well well is-style-is-style-b-blue-tint-4 b-blue-tint-4 mb-3 migrated\">\n<h3 class=\"wp-block-heading has-text-align-left\" id=\"h-read-the-full-report\">Read the full report<\/h3>\n\n\n\n<p>Learn more about the positive momentum of women\u2019s sports, including additional insights on its ecosystem and the opportunities it presents to investors, in <a href=\"https:\/\/static1.squarespace.com\/static\/63dd2a294ccbcf78ab818f33\/t\/673e274473920c773ca4660f\/1732126543685\/New+Economy+of+Sports+Study+Pt+2-EN.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cThe New Economy of Sports &#8211;&nbsp;Part 2: New Investment and Growing Valuations in Professional Women\u2019s Sports.\u201d <\/a> <\/p>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Professional women\u2019s sports are thriving. A new study reveals this sector&#8217;s long-term potential for sustainable growth, ROI and making a positive impact.<\/p>\n","protected":false},"author":22,"featured_media":20406,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rbcwm_post_date":"","editor_notices":[],"rbc_url_alias":"","rbcwm_featured_desktop_image_position":"","rbcwm_featured_mobile_image_position":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[142],"tags":[],"rbcwm_content_owner":[],"rbcwm_need":[466],"rbcwm_segment":[467],"rbcwm_solution":[482],"rbcwm_topic":[464],"rbcwm_channel":[],"rbcwm_format":[],"class_list":["post-20405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-investing","rbcwm_need-grow","rbcwm_segment-business-owners-and-entrepreneurs","rbcwm_solution-investments","rbcwm_topic-your-wealth"],"acf":{"rbcwm_subtitle":"Professional women\u2019s sports are thriving. A new study reveals this sector's long-term potential for sustainable growth, ROI and making a positive impact.","rbcwm_post_author":"","rbcwm_custom_breadcrumb_text":"","rbcwm_custom_breadcrumb_link_url":"","rbcwm_disclaimers":{"add_disclosures":"","perspective_disclaimer":"","expandable":"","omit_from_pages":[],"disclaimer_footnote":"<p data-pm-slice=\"1 1 []\"><sup>1<\/sup> Flynn, K. (2024, May 30). <em>Exclusive: Women\u2019s Elite Rugby to raise seed funding<\/em>. Axios.<\/p>\r\n<p data-pm-slice=\"1 1 []\"><sup>2<\/sup> Crafton, A. (2024, May 13). <em>Chelsea prepared to consider minority sale in women\u2019s team amid interest from potential investors<\/em>. The New York Times.<\/p>\r\n<strong>About The New Economy of Sports Study<\/strong>\r\n\r\nWhile Part 1 of the study examined the income disparities between male and female athletes and the differing factors influencing fandom in their respective sports, Part 2 shifts the focus to the growth potential of women\u2019s sports and the investment opportunities it presents. The report draws upon Wasserman\u2019s and RBC\u2019s exclusive access to team owners, investors and stakeholders in women\u2019s sports, who provided unique insights into the motivating principles underlying the investment strategy and the role investors can play in elevating the entire enterprise.\r\n\r\n<a href=\"https:\/\/www.wearethecollective.com\/\" target=\"_blank\" rel=\"noopener\"><strong>About The Collective\u00a0<\/strong><\/a>\r\n\r\nAs a division of Wasserman, The Collective exists to create change in support of equity and fairness for women in sports and entertainment. As a constantly evolving and complicated target, The Collective distills data regarding women's mindsets, desires, lifestyle and more into actionable insights and marketing strategies for brands, properties and talent. In collaboration with a global consortium of today's greatest academic minds and industry leaders, The Collective delivers a holistic and deep understanding of women as consumers, fans, professionals and individuals.\r\n\r\n<strong>About the RBC Sports Advisory Division\u00a0<\/strong>\r\n\r\nEstablished in 1989, the RBC Sports Advisory Division brings together top advisors and wealth management specialists who provide integrated financial services and tailored strategies to help athletes, front-office executives, agents, owners, leagues and others in the business of sport set a solid foundation for financial success.\r\n\r\nRBC Wealth Management is a business segment of Royal Bank of Canada. Please click the \u201cLegal\u201d link at the bottom of this page for further information on the entities that are member companies of RBC Wealth Management. The content in this publication is provided for general information only and is not intended to provide any advice or endorse\/recommend the content contained in the publication.\r\n\r\nThis article is intended as general information only and is not to be relied upon as constituting legal, financial or other professional advice. A professional advisor should be consulted regarding your specific situation. The information presented is believed to be factual and up-to-date but we do not guarantee its accuracy and it should not be regarded as a complete analysis of the subjects discussed. All expressions of opinion reflect the judgment of the authors as of the date of publication and are subject to change. No endorsement of any third parties or their advice, opinions, information, products or services is expressly given or implied by Royal Bank of Canada or any of its affiliates."},"rbcwm_insight_cta_id":[8484],"rbcwm_pagination":{"next_link":"","next_link_text":"Next article","previous_link":"","previous_link_text":"Previous article"},"rbcwm_video_duration":"","article_time":"","rbcwm_enable_toc":false,"rbcwm_toc_selector":"h2"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.8 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Report explores opportunities for investors in women\u2019s sports<\/title>\n<meta name=\"description\" content=\"Professional women\u2019s sports are thriving. 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