Investment in women’s sports has undergone a significant transformation in recent years, with the once underinvested market now commanding attention from sports fans and investors globally. The shift not only reflects the sector’s growing economic potential, but also aligns with broader societal movements toward gender equality and diversity. As we consider what investment in women’s sports will look like in 2024 and beyond, we explore the driving forces behind the positive investor sentiment from private equity investors and in venture capital, the players shaping the growth, and some of the key considerations and challenges for investors.