![]() For example, in the US, the value of women's professional soccer franchises have increased more than 10-fold in recent years. Though women athletes haven’t yet reached the moneyed heights of men - top male World Cup stars have far larger Instagram followings and media value - the growth potential is greater for them than it is for their male counterparts. Investors, who've long been on the sidelines of women's sports, shouldn't wait to cash in. Better yet, that growth is no longer dependent upon quadrennial events like the Olympics or World Cups (though, as this year's tournament will likely prove, they certainly help). Women's sports are growing in popularity and value. According to ratings agency Nielsen Sports, a single Instagram post by Lehmann is worth $307,000 in media value to a sponsor. ![]() On Instagram, Swiss star Alisha Lehmann has watched her follower count hit 13.4 million, up 75% over the last year. Participating athletes have seen a surge of interest ahead of Thursday’s kickoff. Early projections show that this year's Women's World Cup could reach 2 billion viewers, nearly double the 1.12 billion fans who watched the 2019 edition of the tournament.
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