Cities have long leaned into sports to drive economic growth, and now, they’re turning to women’s sports as a new opportunity. For decades, men’s sports have served as a proven catalyst for tourism, infrastructure investment and job creation. Events such as the Super Bowl and Men’s Final Four have delivered measurable returns for host cities, filling hotels, driving local spending and elevating visibility. Now, women’s sports are emerging as a powerful new revenue generator. From investments into infrastructure to aggressive bids for major events, local governments, sports commissions and civic leaders are increasingly treating women’s sports as an economic development strategy — and it’s working.

The Sports Tourism Playbook

Today, sports tourism-related travel accounts for 10% of global tourism spending, according to UN Tourism, with fans spending more than $1,500 per trip, resulting in measurable returns for communities. Franchise expansion has followed a similar model. Landing a professional team has historically been viewed as a catalyst for downtown development, real estate appreciation and long-term economic momentum.

Public-private partnerships have powered this growth. Cities invest in stadiums and infrastructure; in return, leagues and teams bring year-round programming and fan engagement. The result is a simple cycle: Events and teams bring visitors, visitors spend money and spending strengthens the local economy.

For years, this playbook was almost exclusively applied to men’s sports. But as........

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