New Parity Report Reveals Women’s Soccer Fans Are the Most Loyal, Trusting — and Ready to Spend

Oct 19, 2024; Kansas City, Missouri, USA; Fans celebrate after a goal by Kansas City Current forward Temwa Chawinga (6) during the second half San Diego Wave FC at CPKC Stadium. Credit: Peter Aiken-Imagn Images

Apparel, Food & Beverage, and Health & Beauty lead the way; Tech and Travel show breakout potential.

NEW YORK — August 14, 2025 — As momentum builds around women’s soccer in the U.S., new research from Parity reveals what every marketer should know: women’s soccer fans are among the most valuable audiences in sports — driven by unmatched brand loyalty, deep trust in athletes, and a strong willingness to spend. With the NWSL in its 13th season and the Gainbridge Super League poised to kick off season two, there are now two top-tier domestic leagues operating year-round, giving brands unprecedented opportunity to engage this dynamic and rapidly growing market.

The latest study, “What Every Marketer Needs to Know: U.S. Women’s Soccer Fans,” builds on insights from Parity’s U.S. Women’s Sports 2025: Give The Fans What They Want report. The original study, conducted in partnership with SurveyMonkey, surveyed nearly 2,400 U.S. consumers, including over 1,000 dedicated fans of women’s sports, across sports including basketball, volleyball, tennis, soccer, golf, hockey, and softball. 

Among the key findings in Parity’s latest report:

• More than 1 in 4 women’s soccer fans have made a purchase because of a brand’s sponsorship — making them 58% more likely to do so than other women’s sports fans.
• 60% of women’s soccer fans believe brands aren’t investing enough in women’s sports — making them 35% more likely to feel that way compared to fans of other women’s sports.
• Among all women’s sports fans, women’s soccer fans are the most deeply trusting of women athletes — 78% say they trust them, and they are 34% more likely to trust them “a lot” compared to other women’s sport fans, the highest intensity of trust across all women’s sports fanbases.
• Nearly half of women’s soccer fans want to see brands collaborate with athletes on product lines. They also show a high degree of interest in cause-driven campaigns and social media giveaways.

“Our research confirms that women’s soccer fans aren’t just engaged—they’re eager for brands to show up and support the athletes, teams, and leagues they love,” said Leela Srinivasan, CEO of Parity. “With two domestic D1 leagues, four global soccer tournaments coming to the U.S. by 2031, and a community that expects brands to show up with purpose, there has never been more opportunity to invest in women’s soccer—and earn long-term loyalty in return.”

The report also highlights which brand categories are making an impact and where untapped potential lies:

• Apparel, Food & Beverage, and Health & Beauty currently lead in awareness and conversion among fans.
• Travel: Women’s soccer fans are 1.9x as likely compared to other women’s sports fans to recognize travel brand sponsorships.
• Technology: Awareness of tech company sponsorships is 1.5x as high compared to other women’s sports, with fans seeking innovation-driven partnerships.
• Banking & Financial Services and Insurance: Awareness of category sponsorships is 1.4x as high, reflecting alignment with equity-focused messaging.
  
  

Notably, women’s soccer fans are more likely than any other women’s sports audience to describe sponsoring brands as “progressive,” “forward-thinking,” and “worth supporting.” And nearly 1 in 2 fans say brand sponsorship makes them more likely to purchase a product or service.

Sep 14, 2024; Louisville, Kentucky, USA; Racing Louisville FC defender Maddie Pokorny (17) takes a selfie with fans after the game against Angel City FC at Lynn Family Stadium. Credit: EM Dash-Imagn Images

The report offers a roadmap for brands aiming to connect with the women’s soccer audience. Product collaborations with women athletes are the most effective way to reach women, Gen Z, and BIPOC fans, who consistently rank these partnerships as the most compelling. To engage men and multigenerational households, cause-driven campaigns that spotlight community impact are especially resonant. And for brands looking to maximize return, combining athlete partnerships with broader investments across women’s basketball, volleyball, and tennis — sports with strong audience overlap — will deliver the greatest results.

“While there are many ways to drive impact across women’s sports, there’s something uniquely powerful happening in women’s soccer,” said Risa Isard, PhD, Parity’s Director of Research & Insights and lead author of the report. “Many categories are already seeing strong returns, but there’s still tremendous untapped potential. This is a diverse, values-driven, and highly engaged community—eager for brands to show up authentically. Those who do will turn passionate fans into loyal customers and earn lasting trust in the process.”

To download the full report, visit https://paritynow.co/research.

About Parity, a Group 1001 Company

Parity is the leading platform for professional women athlete partnerships. With a mission to close the gender income gap in sports and beyond, Parity connects brands with a diverse network of more than 1,100 women athletes from 85 sports. Through sponsorship activations, content collaborations, and strategic advisory, Parity helps brands authentically engage the most trusted voices in sports today. For more information, visit www.paritynow.co, or follow us on Instagram and LinkedIn.