Women’s Sports in Brazil Gain Strategic Investment Momentum for 2026
Women’s sports in Brazil are attracting record investments, audience growth, and media attention heading into 2026, driven by major events and expanding brand engagement.
- • 80% of brands plan to invest in women's sports by 2027.
- • Global revenues for women's sports expected to reach $2.35 billion by 2025.
- • Record attendance of 41,100 at 2025 Brasileirão Feminino final in Brazil.
- • 96% of fans watch women's football weekly; strong ticket interest for 2027 World Cup.
- • Broadcast accounts for 25% of women's sports revenue, highlighting media impact.
Key details
Women's sports have firmly established themselves as a key segment in Brazil’s sports market and on the global stage, with 2025 marking significant growth in audience engagement, sponsorship, and revenue. According to recent industry analysis, 80% of brands plan to increase investments in women's sports by 2027, driven by promising returns and expanding fan bases. Global revenues are projected to reach $2.35 billion by the end of 2025, nearly doubling from 2023, with sponsorships accounting for 54% of this income.
In Brazil, the rise of women's football is particularly noteworthy. The 2025 Brasileirão Feminino final set a record with 41,100 spectators and generated the highest-ever matchday revenue in the competition’s history. Fan engagement is robust, with 96% of female football followers tuning in weekly and over 80% expressing intent to purchase tickets for the 2027 FIFA Women’s World Cup, which Brazil will host. This event, along with the 2025 Women's Rugby World Cup, are seen as major catalysts for accelerating investments and media rights value.
Bruno Almeida, CEO of US Media, highlights the structural shifts underway in the sports market: women’s sports have carved out a premium media and branding space, with broadcast revenues already making up 25% of income in 2025. Digital reach continues to expand, with athletes like Ilona Maher emerging as influential sports figures on social platforms.
Overall, the confluence of strong economic performance, growing audience enthusiasm, and strategic media partnerships signals that women’s sports in Brazil are positioned for sustained growth and elevated prominence in 2026 and beyond.
This article was translated and synthesized from Brazilian sources, providing English-speaking readers with local perspectives.
