Business in women’s sports: the state and prospects directly reflect a global shift in attitudes toward women’s competitions.
Today the commercial potential and interest from brands, organizers and fans are rapidly growing not only in Europe, but also in new markets in Asia and Africa, creating unique opportunities for investment and development.
Against this backdrop it becomes especially important to consider the specifics of the development of women’s sports in key regions of the world.
Development of women’s sports in Europe, Asia and Africa
Over the past five years the development of women’s sports in Europe has become one of the main drivers of the sports industry.
For example, the audience for the 2023 UEFA Women’s Champions League final exceeded 50 million viewers, and in the United Kingdom women’s football is already among the top 5 sporting events by television ratings.
In Asia there is a rapid increase in interest in women’s basketball and volleyball, supported by national federations and the launch of specialized digital platforms for fans.
In Africa women’s sport is developing at the intersection of social change and technological innovation: mobile apps for training and analytics are becoming available even in small towns.
The COREDO team implemented projects to register sports companies in the Czech Republic, Slovakia, Singapore and Dubai, which allowed our clients to respond flexibly to regional trends and build business models that take into account the specifics of each market.
Among the key challenges are differences in sports legislation between the EU and Asia, the difficulty of obtaining broadcasting licenses and the need to comply with AML requirements for international financial operations.
Women’s football in the sports business
Women’s football is becoming not only a social phenomenon but also an economic catalyst for the entire sports business.
In Europe and the United Kingdom clubs are actively investing in creating women’s academies, and sponsors are signing long-term contracts with leading athletes.
COREDO practice confirms: registering a separate entity for a women’s team allows attracting targeted investments, optimizing taxation and effectively managing sponsorship flows.
In Asia women’s football is being integrated into educational and corporate programs, opening new opportunities for commercialization, from merchandising to hosting international tournaments.
The solution developed by COREDO for one client in Singapore included comprehensive legal support in obtaining a license to hold sporting events and transaction support for the sale of media rights.
The role of women in the sports business
Today women in the sports business occupy positions not only on the field but also in the management of clubs, leagues, startups and investment funds.
According to EY, companies with women in top management of sports organizations demonstrate higher revenue growth and resilience.
Our experience at COREDO has shown that involving female athletes in project management contributes to creating flexible and innovative business models and also improves communication with the target audience.
The influence of female athletes on business and brand
The influence of female athletes on business and brand is becoming increasingly noticeable in the modern industry, where successful contracts, media presence and athletes’ personal image can not only increase recognition but also change the strategy of major companies.
This influence manifests itself in a wide range of areas, from developing new product lines to shaping unique values and style associated with a brand.
The influence of female athletes on the development of sports brands
The influence of female athletes goes far beyond sporting results.
Talented athletes become brand ambassadors, set new standards of leadership and inspire millions of fans.
Nielsen Sports research shows that audience engagement in women’s sports is 25% higher than in men’s, and the social influence of female athletes on business is reflected in increased sales, expanded partnership programs and higher customer loyalty.
In one COREDO case we supported a transaction to integrate a well-known European footballer into the board of directors of a sports startup, which enabled not only attracting venture investment but also bringing the product to new markets through the athlete’s recognition and trust in the brand.
Partnerships with women’s sports teams and athletes
Effective partnerships with women’s sports teams require a strategic approach: it’s important to consider the values, mission and long-term goals of both parties.
In COREDO’s practice we helped clients build partnerships with leading athletes using flexible legal structures and transparent financial schemes.
This approach not only minimizes risks related to intellectual property and image rights but also increases the ROI of sponsorship contracts.
Sponsorship and ROI in women’s sports: investment efficiency
Sponsorship and ROI in women’s sports are becoming more transparent thanks to the development of digital analytics and the implementation of KPIs focused on engagement, reach and conversion.
The solution developed by COREDO for a client from the EU included the implementation of a system for assessing return on investment taking into account multichannel marketing activities and athletes’ social initiatives.
This made it possible to increase the efficiency of sponsorship investments by 18% in the first year.
Marketing and commercialization of women’s sports
Marketing and commercialization of women’s sports are becoming increasingly relevant as interest in women’s sports grows and their potential to attract new audiences, partners, and sponsors increases.
Effective marketing strategies make it possible to create an independent and attractive product, expand the fan base, and ensure the sustainable development of women’s sports teams.
Marketing strategies for women’s sports teams
Marketing in women’s sports requires rethinking standard approaches: successful strategies are built on authenticity, storytelling, and engaging micro-influencers.
The COREDO team supported campaign launches for women’s football clubs in the Czech Republic and Estonia, where the key success factor was creating unique content and integrating athletes into communication with fans.
Among effective tools are collaborations with fashion brands, launching exclusive merchandise, and hosting online events.
Digital platforms and social networks for engaging fans
Digital platforms for women’s sports and active use of social networks are radically changing ways of interacting with fans.
For example, launching mobile apps with personalized notifications and exclusive content increases audience engagement by 30–40%.
In one of COREDO’s projects for a client from the United Kingdom, we implemented the integration of a fan platform with a ticketing system and NFT merchandise, which allowed us to expand monetization and collect valuable data for further analytics.
These achievements become especially significant against the backdrop of the rapid adoption of AI and advanced technologies in women’s sports.
AI and technologies in women’s sports
Women’s sports and technologies are becoming an integral part of the business model.
The implementation of AI technologies in sports medicine for women, for example AI health rings for monitoring health status, allows not only to improve sports performance but also to reduce the risk of injuries.
COREDO’s experience in supporting the implementation of innovative solutions for sports academies in Singapore and Dubai has shown that integrating digital tools contributes to increased investor confidence and opens new sources of financing.
Legal support and risk management in the women’s sports business
Legal support and risk management in the women’s sports business are becoming strategically important elements for the sustainable development of companies and clubs operating in international markets.
A competently organized legal framework and a sound risk assessment: the foundation of successful and secure activity under dynamic regulation and growing competition.
Legal registration of sports companies in the EU and Asia
Legal business support for sports starts with choosing the right jurisdiction and company structure.
In the EU and Asia registration requirements for sports companies differ in terms of transparency, the amount of disclosure, and the need to obtain specialized licenses.
The COREDO team regularly advises clients on choosing the optimal structure – from private limited companies to funds and associations, taking into account plans for scaling and attracting investment.
AML and risk management in the sports business
Compliance with AML (anti-money laundering) in the sports business is becoming a mandatory standard for all companies working with international financial flows.
COREDO’s practice confirms: implementing comprehensive KYC systems and automating transaction monitoring make it possible to minimize legal risks and increase the trust of banks and partners.
Special attention is paid to risk management when concluding sponsorship contracts and working with digital platforms, where it is important to ensure transparency of all operations.
Thus, issues related to compliance with international requirements directly intersect with matters of sports law and licensing.
International sports law and licensing
International sports law and licensing issues are among the most complex areas for entrepreneurs.
The EU has strict requirements for protecting broadcasting rights, commercializing athletes’ image rights, and complying with GDPR when working with fan data.
The solution developed by COREDO for a client from Estonia included a comprehensive audit of licensing agreements and support in negotiations with regulators, which made it possible to avoid fines and accelerate market entry.
Scaling business in women’s sports
Scaling a business in women’s sports requires not only passion but also a clear understanding of growth mechanisms.
For entrepreneurs to move forward confidently, modern approaches to business models and financial planning play an important role; these are precisely the tools that will be discussed next.
Business-modlegal and finance for growth and scaling
Modern business models in women’s sports are built on principles of flexibility, digitalization and diversification of revenue streams.
Among the in-demand tools: crowdfunding, issuing tokens for fans, creating franchises and attracting venture capital.
COREDO’s experience in supporting business scaling in women’s sports in the EU and Asia has shown that the key success factor is the integration of financial and legal consulting at all stages of development.
| Business model | Example of implementation | Main advantages |
|---|---|---|
| Franchise | Women’s football academies in the EU | Fast market entry, brand recognition |
| Crowdfunding | Platforms supporting female athletes | Attracting a loyal audience, transparency |
| NFTs and digital assets | NFT merch, tickets | Additional revenue streams, fan engagement |
Women in the development of sports franchises and startups
Sports franchises and startups involving female athletes are becoming a magnet for investors focused on ESG and social entrepreneurship.
The COREDO team supported the launch of a sports analytics startup where the involvement of a well-known athlete as a co-owner became a key argument for securing funding and building trust in the market.
Implementing ESG in women’s sports business
Sustainable development of sport and integration of ESG principles are becoming the standard for international investors and partners.
In COREDO’s practice, we have implemented projects to integrate environmental and social standards into sports companies’ structures, which allowed clients not only to meet regulator requirements but also to increase appeal to global brands.
Key findings and recommendations for businesses
- Business in women’s sports: it’s not only new markets but also unique challenges: differences in legislation, the need to comply with AML and licensing requirements, rapid technological changes.
- For successful investment in women’s sports, it’s important to build partnerships with talented female athletes, use flexible business models, and integrate innovative technologies.
- legal support for business in sports should include comprehensive audit, selection of the optimal jurisdiction, deal support and the implementation of risk management systems.
- In women’s sports marketing, authenticity in communication, use of digital platforms, and active audience engagement are key factors.
- For scaling and sustainable development of business in women’s sports, it is critical to integrate ESG principles, use modern financial instruments and build long-term partnerships.
COREDO’s experience shows: a comprehensive approach, deep market understanding and strategic support at every stage are the key to success for entrepreneurs, investors and managers seeking to realize the potential of women’s sports at the international level.