Source: Los Angeles Times via Getty Images
The landscape of women's sports fandom is rapidly evolving, shattering long-held assumptions and creating new opportunities for brand engagement. Our recent research with SurveyMonkey reveals surprising insights about who's watching women's sports and why – insights that should reshape how brands approach sponsorship strategy.
Breaking Gender Assumptions
Perhaps the most striking revelation is that women's sports fandom isn't predominantly female. Our research shows:
- 75% of men watch women's sports at least a few times a year
- 71% of women watch women's sports at least a few times a year
- Men are actually more likely to be frequent viewers, with 23% watching weekly or more often compared to 15% of women
This balanced gender distribution offers brands unprecedented access to both male and female consumers through a single sponsorship strategy.
Age Distribution and Growth Trends
The fan base is experiencing rapid growth across age segments:
- 54% of current fans began watching within the last three years
- 28% are watching more this year than last year
- The 18-34 demographic shows particularly strong engagement on platforms like TikTok and Instagram
- 55% say they would watch more if they could watch with others, indicating strong potential for community building
Recent attendance records support this growth:
Source: Sports Business Journal
Geographic Insights
Our international research reveals varying levels of market maturity:
- UK: 36% of fans are watching more this year than last
- Australia: 34% watching more year-over-year
- Spain: 76% of fans are new within the last three years
- US: Highest percentage (38%) of fans likely to purchase from brands supporting women's sports
Motivation and Engagement
Understanding why fans watch women's sports is crucial for sponsors. Top reasons include:
- Desire to support women (41%)
- Quality of play (33%)
- Interest in following individual athletes (32%)
- Finding women's sports exciting (29%)
Social Media Engagement
Platform preferences vary by demographic:
Consumer Behavior and Brand Impact
Perhaps most valuable for sponsors is understanding the purchasing power and brand loyalty of women's sports fans:
- 32% are more likely to purchase from brands supporting women's sports
- This rises to 44% among US female fans
- Fans are 2.8x more likely to purchase products recommended by women athletes versus other influencers
- Women athletes enjoy a 7 percentage point trust advantage over male athletes in product endorsements
Event-Specific Demographics
Recent major events provide insight into fan engagement:
Marketing Implications
For sponsors, these demographics suggest several strategic approaches:
- Cross-Gender Marketing: Design campaigns that resonate with both male and female audiences
- Multi-Platform Strategy: Leverage different platforms to reach various age demographics
- Community Building: Create opportunities for shared viewing experiences
- Authenticity First: Focus on quality of play and athlete stories rather than gender-specific messaging
The Revenue Opportunity
While women's sports currently generate just 1% of all sports sponsorship revenue:
- Deloitte projected women's sports revenue to exceed $1.28B in 2024
- Media rights deals are increasing exponentially (did you see the record-setting $110M expansion fee agreement that’s bringing the NWSL to Denver?)
- Merchandise sales show significant room for growth, with only 29% of fans having purchased in the last three years
Looking Ahead
As the fan demographic continues to evolve and expand, early-moving sponsors have the opportunity to:
- Build authentic connections with a rapidly growing audience
- Establish category leadership before competition intensifies
- Create innovative engagement strategies that can scale with the market
- Develop deep relationships with athletes before partnership costs increase
The data clearly shows that women's sports fans represent a diverse, engaged, and growing audience with significant purchasing power. For brands looking to connect with consumers authentically, understanding these demographics isn't just about market research - it's about recognizing and capitalizing on one of the most compelling sponsorship opportunities in sports today.
About Parity, a Group 1001 Company
Minority-founded in 2020, Parity is a sports marketing and sponsorship platform dedicated to closing the gender income and opportunity gap in professional sports. By developing high-impact collaborations between brands, professional women athletes, and their fans, Parity has proudly put millions of dollars in the pockets of women athletes, attracting dozens of brands to the movement in the process. The platform connects brands like Microsoft, Morgan Stanley, AdventHealth, and Superfeet to over 1000 women athletes from 75+ sports, including well over 250 Olympians and Paralympians. For more information on how to tap into the rapidly rising influence and popularity of women athletes, visit https://paritynow.co or follow us on Instagram, LinkedIn, and Facebook.