The rise of women’s sport and its impact beyond the game

From packed stadiums to primetime TV coverage, women’s sport in the UK is having a moment. But this is not just a fleeting trend, it’s a generational shift built on years of persistence, passion and purpose.

At Evelyn Partners, we are proud to support this shift through partnerships with organisations like the Netball Super League and Manchester City Women’s Football Club.

These exciting partnerships reflect our belief that investing in women’s sport is not just about growing the games, but about opening doors, building confidence and inspiring what comes next.

The growth of women’s sport is no longer anecdotal. The data tells a clear story.

Between January and May 2025¹:

• The Netball Super League’s Instagram saw a 47% rise in engagement, and TikTok views grew by 524%, reaching 4.5 million people
• The UEFA Women’s Champions League posted a 92% increase in Facebook engagement, securing the top spot on the platform
• The WNBA earned 131 million TikTok views — the highest of any league
• The WTA Tour recorded 63 million YouTube views, up 75% year-on-year
• England’s Red Roses rugby squad had TikTok views 75% higher than the men’s team
• And in the UK, the Barclays Women’s Super League generated 56 million engagements

Audiences are not just showing up, they are staying, sharing and building loyalty. These numbers help to illustrate an evolution in who sport is for, who it serves and what it can inspire.

For us at Evelyn Partners, it’s not just about growing the games. We’re opening doors, building confidence and expertise, as well as inspiring what comes next.

We are proud to be partnering with the likes of the Netball Super League and Manchester City Women’s Football Club, both of which continue to innovate and strive for what’s next in professional women’s sport.

At the heart of this growth are leaders like Claire Nelson, Managing Director of the Netball Super League. Under her leadership, netball has embraced what she calls a “transformational yet sustainable” approach that focuses not just on elite performance, but on building a product that excites, connects and includes. 

That means an emphasis on investing in arena experiences, athlete storytelling and creating content designed to resonate with women, who make up 74% of their broadcast audience².

“We know that women’s reasons for playing (sport) don’t always translate into fandom,” she explains. “So we’re creating a product and a narrative that gives them permission to be fans.”

That insight has reshaped everything from how matches are staged to how content is shared. Arena games have been designed as energetic, exclusive and welcoming experiences. Whether you come with your mates or your family, you’ll find something for you, says Nelson. “Our arenas are dry, warm, safe and full of positive energy. That’s the environment we’re building.”

The same spirit runs through Evelyn Partner’s work with Manchester City Women’s Football Club. As one of the most exciting teams in the sport, City Women are helping define what modern women’s football can be. 

It’s fast-paced, commercially powerful, and rich with role models. Among those role models is striker Khadija “Bunny” Shaw, whose message to young girls watching her play is clear and empowering.

That confidence and female empowerment is what we’re keen to harness through our partnerships and beyond. We’re working with these organisations to ensure women’s success is supported and celebrated, but importantly, continued throughout their career, as an athlete, and beyond.

Even for the majority who will never play professionally, the impact of sport can be life changing. It builds confidence, teaches resilience and unlocks leadership

A 2015 study from the US by EY and espnW found that 94% of women in the C-suite played sport³, and more than half competed at university level. Many of these leaders credit sport with instilling the self-belief and strategic mindset they use every day.

Baroness Sue Campbell, Chair of England Netball and former Director of Women’s Football at the FA, believes this link is vital.

This philosophy drives initiatives like NETBALLHer, which embeds physical activity into a wider ecosystem of health, mental wellbeing, and education. From menstrual health to body confidence, NETBALLHer creates a space where women and girls can learn, grow and support one another.

Baroness Campbell says, “NETBALLHer is our golden thread. It has to run through everything we’re doing. From the Vitality Roses to the NSL to grassroots, it’s about embedding women’s health and wellbeing into the very fabric of our sport.”

Through these partnerships, we’re deeply committed to ensuring we’re providing both elite athletes, coaches and young people with the inspiration to embrace what’s next.

We’re working with our partners to ensure female athletes are provided with the tools to build confidence in every area of their lives, from sport all the way to health and finances. Sport does not just prepare people to win games. It prepares them to lead, develop resilience, express themselves and to shape what comes next in their future.

If you have any questions about your own financial future, please speak to your usual Evelyn Partners contact.  

¹ Women’s Sports Trust, Digital surges as women’s sport navigates evolving visibility landscape,  25 June 2025

² Netball Super League, viewing figures across Sky and BBC

³ EY, Why a female athlete should be your next leader, 2015