As one of the first and only sports media platforms in MENA to put women in sport, The Mettleset has been tracking and compiling every meaningful piece of research we can get our hands on, from participation audits and visibility studies, to commercial impact analysis and fan behaviour deep-dives. Together, they capture how sport and in particular, women’s sport is growing, who’s driving that growth, and what still needs to change.
You’ll find studies covering a wide range of topics, including examples like participation trends in Saudi Arabia, sponsorship growth in the UAE, and fan engagement from regions driving global momentum, including the Middle East.
To make it easier to explore, we’ve split the list into MENA-focused and global reports, and sorted them latest first so you can dive straight into the newest insights.
This isn’t just a data bank, it’s a resource, a reflection, and a reminder of the momentum building across women’s sport and sport in general. Each report adds evidence that investment is paying off, that fandom is expanding, and that visibility truly matters.
We’ll keep updating this regularly, so if we’ve missed something, or if you’ve come across new research worth spotlighting, send it our way by emailing us at hello@themettleset.com
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MENA REPORTS
Unlocking the Middle East’s Sports Economy
Published by: Oliver Wyman
Region: MENA
Release Date: November 2025
The TL:DR: The report reveals how the Middle East could unlock $75B in growth by shifting from a region that watches sport, to one that actively participates. With 85% consuming sport but only 30% playing, the opportunity is massive. Backed by $100B in sports infrastructure, youth demographics, mega-events like the 2034 FIFA World Cup, and a surge in ‘sportainment’ and tourism, the region is entering a defining decade. The study predicts strong momentum: 5% annual participation growth, 10% economic growth, and 14% growth in sports tourism. Read the full report
The Quest for Gold: A Pathway to Olympic Glory for the Arab World
Published by: Strategy& – Part of the PWC Network
Region: MENA
Release Date: November 2025
The TL:DR: The report outlines how Arab nations can turn rising momentum,seen at the 2025 Islamic Solidarity Games in Riyadh and upcoming Asian Games in Doha and Riyadh, into long-term Olympic success. With Arab countries making up 5.4% of the global population but only 1.4% of Olympic medals, the opportunity gap is significant. The study lays out a roadmap: build participation at the grassroots, strengthen talent pathways, and invest in high-performance systems backed by strong governance. Read the full report
Her Fandom, Her Buying Power
Published by: The Collective
Region: Global with UAE & KSA also polled
Release Date: October 2025
The TL:DR: Women will control 75% of global discretionary spending by 2030, yet 66% of women sports fans feel misunderstood by the sports industry. The report highlights that in Saudi Arabia, 75% of women are key purchase decision-makers, and in the UAE, this is 79%, urging the global sports market to better center women to unlock their massive economic power. Read the full report
The Future of Sport and AI (2nd Edition)
Published by: G42 in partnership with The Future Laboratory
Region: Global/ MENA
Release Date: September 2025
The TL:DR: The report explores how AI is transforming sport, from strategy, talent development, and fan engagement to health, performance, and design. It highlights both opportunities and risks as the technology reshapes every layer of the industry. A standout section, New Female Frontiers, spotlights how AI is driving breakthroughs in women’s sports, from cycle-based training and hormone tracking to personalized insights that unlock new levels of female performance. Read the full report
2025 Ranking of Sports Cities
Published by: Burson
Region: Global, GCC cities mentioned
Release Date: September 2025
The TL:DR: This report from Burson ranks 2025 Sports Cities and shows that GCC cities are making moves, with Dubai, Abu Dhabi, and Oman landing in the Top 25. It highlights investing in women’s sports as a key growth driver, alongside trends in Olympic legacy, U.S. mega-events, diverse sports, and AI-driven fan engagement. Read the full report
The Future From Passion to Profit: Unlocking Value in Sports
Published by: Kearney
Region: Global, insights from MENA included
Release Date: September 2025
The TL:DR: This report from Kearney, From Passion to Profit: Unlocking Value in Sports, forecasts the global sports market reaching $600B by 2030. It highlights women’s sports, the Middle East as a growing sports hub, and new/spinoff formats as key growth drivers. Notably, women’s elite sports are projected to generate $2.35B by the end of 2025, a 240% increase since 2022. Read the full report
The Future From Passion to Profit: Unlocking Value in Sports
Published by: Kearney
Region: Global, insights from MENA included
Release Date: September 2025
The TL:DR: This report from Kearney, From Passion to Profit: Unlocking Value in Sports, forecasts the global sports market reaching $600B by 2030. It highlights women’s sports, the Middle East as a growing sports hub, and new/spinoff formats as key growth drivers. Notably, women’s elite sports are projected to generate $2.35B by the end of 2025, a 240% increase since 2022. Read the full report
Sport Industry Outlook 2025
Published by: PWC
Region: MENA
Release Date: April 2025
The TL:DR: The PWC report highlights the significant growth of women’s sports in the Middle East and North Africa (MENA) region, with 85% of sports executives predicting double-digit revenue growth in this sector over the next three to five years. The report also identifies women’s sports media coverage as an area needing improvement. Read the full report
For Women’s Football in Saudi Arabia… The Time is Now!
Published by: Footballco-INDIVISA
Region: Saudi Arabia
Release Date: April 2025
The TL:DR: Women’s football in Saudi Arabia is experiencing rapid growth in interest and support, outpacing growth in more established markets, with 61% of Saudi sports fans interested in women’s football compared to the global average of 47%. This surge is attributed to women’s football being seen as a force for good and a source of female empowerment, with 72% of respondents stating that women’s football attracts fans who previously felt excluded from the sport. The report also highlights that there’s a strong base of highly engaged fans in Saudi Arabia, with 21% identifying as “Super Fans,” a rate higher than in Brazil and most European markets. Read the full report
Pioneering Change: Women’s Football in Saudi Arabia
Published by: NEOM and the Asian Football Confederation (AFC)
Region: Saudi Arabia
Release Date: January 2025
The TL:DR: This report highlights the significant growth of women’s football in Saudi Arabia, with increasing viewership (44% follow the SAFF Women’s Premier League, and 84% of Saudi football fans are interested in the FIFA Women’s World Cup), rising participation (a 46% increase in youth participation and a 56% growth in women’s football clubs between 2022 and 2023), and the development of the sport’s infrastructure (including the launch of professional leagues and training centers). Read the full report
Her Love of the Game: A Global Overview of Female Sport Fandom
Published by: The Collective by Wasserman
Region: Global (30 major global economies) including the UAE and KSA
Release Date: October 2024
The TL:DR: This study highlights the growing influence of female sports fans, with 684 million women globally identifying as sports fans, a 10% increase in the last three years. These fans, representing a significant economic force with $31.8 trillion in discretionary spending and a projected 75% control by 2028, seek authentic engagement from brands that align with their values of social responsibility and inclusivity. Read the full report
GLOBAL REPORTS
Closing the Monetization Gap in Women’s Sports: A $2.5 Billion Opportunity
Published by: McKinsey & Company
Region: USA
Release Date: August 2025
The TL:DR: This report from McKinsey analyzes the rapid growth and untapped economic potential of US women’s sports, projecting $2.5 billion in value for rights holders by 2030. It highlights rising fandom, viewership, sponsorship, ticket sales, and league expansion, and notes that engaged women’s sports fans, especially avid ones, are more likely to spend on tickets, merchandise, and brands endorsed by athletes. The report emphasizes the role of rights holders, media companies, marketers, and investors in closing the monetization gap and sustaining long-term growth. Read the full report
Women’s Sports: Where Smart Brands Win
Published by:The GIST & Barbarian
Region: Global
Release Date: May 2025
The TL:DR: This report from The GIST and Barbarian examines the ROI for brands in women’s sports, using their Cultural Operating System: a framework of community, connectivity, amplification, and value that drives cultural relevance. It highlights growing media and revenue, and notes that engaged women’s sports fans, particularly younger ones, value diverse content and brand endorsements by female athletes. Read the full report
Beyond The Billion-Dollar Barrier: Charting the Next Phase of Growth
Published by: Deloitte
Region: Global
Release Date: March 2025
The TL:DR: Deloitte’s report projects significant revenue growth for women’s elite sports, anticipating revenues to surpass $2.35 billion in 2025, following a surge to $1.88 billion in 2024. The report emphasizes that this growth trajectory necessitates a shift in strategies from the sports industry, brand partners, and investors to fully capitalize on the opportunities within the women’s sports market and foster its continued development. Read the full report
Setting the Pace: FIFA Benchmarking Report (4th Edition)
Published by: FIFA
Region: Global
Release Date: March 2025
The TL:DR: The report, FIFA’s most comprehensive snapshot of global women’s football yet, covers 86 leagues and 669 clubs. While highlighting the sport’s rapid evolution, it reveals financial vulnerabilities, with 85% of top-tier clubs operating at a loss or breaking even (rising to 93% in lower tiers). Average gross annual salaries range from $24,030 in Tier 1 to a global average of just $10,900. The report also notes a shortage of female head coaches (22% globally). While 68% of Tier 1 leagues have title sponsors, this drops in lower tiers, and international broadcast deals are limited (45% in Tier 1). Despite these challenges, fan interest is growing, with high attendances in some leagues. The report concludes with 15 recommendations for leagues and clubs. Read the full report
Strategic Intelligence: Women in Sport 2025
Published by: Research and Markets
Region: Global
Release Date: February 2025
The TL:DR: The report suggests that while women’s sport is gaining increasing attention and media coverage, it has historically faced marginalization. Despite progress towards equity, true parity with men’s sports requires further effort. The analysis highlights the persistent issue of sexism and biological factors affecting female athletes’ careers. It emphasizes that the coming years are crucial for women’s sport to achieve a more equitable footing, requiring continued growth in popularity through increased accessibility. The report provides an overview of the sector, key trends, market analysis, and a value chain assessment. Read the full report
Visibility Uncovered; 2024 – The Year in Review
Published by: Women’s Sport Trust
Region: UK
Release Date: February 2025
The TL:DR: The report states that UK women’s sports just had its most-watched year ever for domestic events, hitting 44.7 million viewers. Despite some dips due to the Lionesses’ schedule, overall interest is booming, especially online where platforms like TikTok saw massive engagement (361 million views for the WNBA). Read the full report.
Women in Sport – Thematic Intelligence
Published by: Global Data
Region: Global
Release Date: February 2025
The TL:DR: This report offers a clear look at the women’s sports world, from key figures to how media rights work (including piracy). It explains how women’s sports, often overlooked, are now getting more attention and investment. While progress is happening, the report points out that sexism is still a problem. It also touches on how things like starting a family can affect female athletes. Looking ahead, the report sees a crucial time for women’s sports to grow by becoming more accessible. Inside, you’ll find info on the market size, expected growth, important trends, and who the key players are. Read the full report
Women in Sports Marketing Partnerships 2024-2025 Report
Published by: SponsorUnited
Region: North America
Release Date: February 2025
The TL:DR: This report analyzes brand sponsorships and endorsements in the NWSL, WNBA, WTA, LPGA, and Liga MX Femenil. Key findings show that women’s sports sponsorships grew nearly twice as fast as men’s, with a 12% year-over-year increase compared to 8% for major men’s leagues. Alcohol, apparel, and consumer products are driving this growth. The NWSL led with a 19% increase in sponsorship deals, closely followed by the WNBA (+19%) and LPGA (+14%). WNBA players like Cameron Brink (31 deals), Angel Reese (25 deals), and others are leading an endorsement surge. Global brands like Hologic, Rolex, Coca-Cola, Gatorade, and Emirates are therefore significantly increasing their investment in women’s sports. Read the full report
Game On: Bridging The Investment Gap in Women’s Sports
Published by: Deloitte US & The Collective
Region: Global
Release Date: January 2025
The TL:DR: The Athena Pledge, supported by Deloitte, addresses the investment gap in women’s sports. Deloitte’s research with Wasserman’s The Collective indicates that over 80% of brand decision-makers have increased investment in women’s sports in the last five years. However, less than 10% of brands’ total sports media investment goes to women’s sports. The Athena Pledge unites brands to advance strategic efforts for women’s sports, focusing on media visibility, athlete development, fan engagement, and collaboration opportunities. Founding members are optimistic about the growth of women’s sports. Read the full report
Beyond the Game: Economic Realities of Professional Women Athletes
Published by: Parity
Region: Global (surveying athletes from 30 countries)
Release Date: December 2024
The TL:DR: A survey of 500 pro women athletes globally exposes their financial realities: 78% earn $50,000 or less annually, and for half, expenses wipe out their net income. To make ends meet, 74% take on extra jobs. Limited sponsorships are common, with 80% earning under $5,000 yearly this way. The report underscores the pressing need for greater financial support and investment in women’s sports. Read the full report
From Moment to Mainstream: What Consumers in 7 Countries Really Think About Women’s Sports
Published by: Parity & SurveyMonkey
Region: Global (7 countries surveyed)
Release Date: May 2024
The TL:DR: This report, derived from a global survey of over 14,000 respondents, indicates significant engagement with women’s sports, with approximately 73% of the population reporting viewership. The findings also suggest that women athletes are perceived as credible influencers, as fans are 2.8 times more inclined to purchase products they endorse. Furthermore, over 50% of respondents believe there is a disparity in funding for women’s sports. The analysis includes a demographic breakdown of viewership across gender, age, and country. Read the full report
Women in Sports Review
Published by: IMG
Region: Global
Release Date: January 2024
The TL:DR: Driven by successful major events and increased investment, women’s sports are on a significant growth trajectory. Their fans are a valuable target for sponsors, being on average 4.7% more receptive and 2.1% more likely to make a purchase, yielding a strong return of $7.29 for every dollar invested. Globally, leagues like the WNBA (7% fandom increase) and NWSL (11% increase) are surging in popularity. Investment in female athletes saw a substantial 49% rise between 2017 and 2022. Furthermore, women’s sports teams demonstrate higher online engagement, with 0.93% greater engagement on Instagram compared to men’s teams. The industry’s current focus is on ensuring this momentum translates into long-term economic sustainability. Read the full report
