As sports soar, Philly scores

Business Journals

06-05-2025

Spring is in full swing here in Philadelphia – which means you can often find me at the ballpark donning a red 'P' hat while cheering on our home team. The city's collective passion for sports is a point of pride for me. It bands residents together – and attracts visitors from around the globe to the city's stadiums, rinks, links and more.
The latest data shows that 43.9 million people visited the Greater Philadelphia region in 2024 and spent a whopping $7.8 billion in our five-county market, generating an economic impact of $13.1 billion (1). Last summer saw an 8% jump in visitors compared to the summer of 2023, with more than 1.6 million [hotel] room nights sold in Center City between Memorial Day and Labor Day 2024 – a record high for Philadelphia (2).
This rate reflects that we are a destination for many reasons, including national and global sports and entertainment. The U.S. Women's Open in Lancaster last year broke attendance records, as the organizers reported that the event had the highest attendance of any U.S. Women's Open since 2015 (3,4).
Women's sports trending
Women's sports has been squarely in the spotlight as of late, and Deloitte Global forecasts that elite women's sports is expected to surpass $2.3 billion globally in 2025. Globally, women's sports revenue more than doubled from $692 million in 2022 to $1.88 billion in 2025.
That global trend is finding enthusiasm here, as the word is out that there is a plan to bid to bring a WNBA team to the city (5).
Much like any other financial venture, investment in women's sports looks to a return on that investment. There are some traditional metrics supporting that growth, as WNBA total ticket sales have increased 93% from 2023 to 2024 (6).
But additional insights from the right data, metrics, players and planning may provide additional clarity that could help to overcome past challenges to investment. That effort appears to be finding momentum; with one example being the Athena Pledge of which Deloitte is proud to be a founding member. Some new data captures meaningful trends; fans of women's sports are 54% more aware of sponsors and 45% more willing to consider or purchase from sponsor brands (7).
Energy continues across multiple sporting events
This year got off to a great start with turnout to celebrate a local sports championship. Our area continues to play host to major sporting events, such as the Truist Championship (8). And the FIFA 2025 Club World Cup games offer local time with international teams, as Philadelphia can expect a taste of the turnout that lies ahead with the 2026 FIFA World Cup (9).
In 2026, Philadelphia will be on the world stage as the setting for first and second-round tournament play for NCAA's March Madness men's basketball, the 108th PGA Championship, Major League Baseball's annual All-Star Game, and the FIFA World Cup. What an incredible opportunity for the city to shine!
Sports and history intersect for 2026 celebrations
In a significant cultural overlap, the 2026 FIFA World Cup – one of the world's most popular sporting events – will coincide with one of Philly's and the nation's biggest holidays – July 4th and America's Semiquincentennial. Philadelphia will host six World Cup matches: five in the group stage in June and the first of 16 in the knockout stage on America's 250th birthday (10).
The timing of the 'Round of 16' match on July 4th is fitting, as there is a once-in-a-lifetime opportunity to highlight Philadelphia as the birthplace of American democracy and a global sports center. Soccer fans can experience the parades, festivals, and events associated with the Semiquincentennial, and history buffs and tourists can experience the buzz of a global sports event.
This adds up to a robust live sports persona for Philly. There is an opportunity to showcase the city for current events and work towards a fun, safe and successful 2026. There's a number of considerations over the next two years, as the region plans for a large number of visitors. But with collective energy to present Greater Philadelphia, visitors can see how Philly sports enthusiasm and national pride combine to make us a unique destination.
Hope to see you at the game!
Sources
2.
3. U.S. Women's Open Golf Championship Home page
4. Amber Charnoff, ' Lancaster U.S. Women's Open draws highest attendance in years,' ABC27, June 7, 2024
5. Jonathan Tannenwald, Gina Mizell, and Anna Orso, ' Cherelle Parker, Sixers say they want to bring a WNBA team to Philly,' Philadelphia Inquirer, September 25, 2024
6. Stubhub, 2024 WNBA preview
7. The+Collective_RBC_Case+for+Womens+Sport_Pt+1_FINAL_ENG.pdf
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