Women’s Sport: Growth, Opportunity, and the Future of the Industry

The increasing presence of women across all areas of sport is about more than diversity and representation. It is driving commercial growth, opening new markets, and creating opportunities for sponsors, media companies, rights holders, and organizations seeking to stay ahead of the curve.

The discussion explored both the opportunities and challenges that come with this rapid development - and what the future may hold for women’s sport in Sweden and beyond.

A Sector on the Rise

As audiences grow, media coverage expands, and investment increases, women’s sport is becoming an increasingly important part of the sports industry landscape.

At the same time, important questions remain. How can organizations capitalize on emerging opportunities while ensuring sustainable growth? What barriers still need to be addressed? And how can sport continue to create value both on and off the field?

These themes formed the basis of a dynamic discussion featuring leaders from across the Swedish sports ecosystem.

Speakers

• Martin Carlsson-Wall, Professor, Stockholm School of Economics
• Anna Iwarsson, President, Swedish Sports Confederation
• Nina Wennerström, Founder & Managing Partner, WE Sport
• Jenny Hermansson, Secretary General, Elitfotboll Dam (EFD), former Nordic Managing Director at Spotify
• Jennie Isberg, Chair, Växjö Lakers, and CEO, GoBrave
• Åsa Edlund-Jönsson, Secretary General, Swedish Olympic Committee

The discussion was moderated by Anna Laurell Nash, Executive Director of the Center for Sports & Business.

Watch the Event Recording

Watch the recording to hear leading experts discuss how women’s sport is creating new commercial opportunities, transforming the sports landscape, and driving the next phase of growth across the industry.