Why Women’s Soccer Fans Are the Untapped High‑ROI Audience You Should Invest In

Nov 23, 2024; Kansas City, Missouri, USA; Orlando Pride fans cheer after the 2024 NWSL Championship match against the Washington Spirit at CPKC Stadium. Credit: Jay Biggerstaff-Imagn Images

Marketers are constantly looking for audiences that combine brand trust, buying power, and cultural relevance. Parity’s 2025 report What Every Marketer Needs to Know: U.S. Women’s Soccer Fans delivers a clear winner — U.S. women’s soccer fans.

This group isn’t just growing — it’s primed for ROI. With two top-tier domestic leagues, two FIFA World Cups, the  Olympics, and the Paralympics all on U.S. soil by 2031, women’s soccer fans are becoming one of the most influential and loyal audiences in sports.

Trust That Converts to Sales

Women’s soccer fans aren’t just watching — they’re believing.

• 78% of U.S. women’s soccer fans trust women athletes.
  
• They’re 34% more likely than other women’s sports fans to say they trust athletes “a lot.”
• 51% trust brands more when they invest in women’s sports.
• And nearly 1 in 2 fans are more likely to purchase from sponsors — the highest conversion rate among all women’s sports audiences.

Sentiment That Fuels Brand Perception

More than any other women's sports audience, women's soccer fans say they have a positive feeling about brands that sponsor women's sports.

• 64% believe a brand is progressive or forward thinking because of their investment in women's sports
  
• 65% say they are proud to support the brand based on their investment in women's sports
  
  

These “halo effects” aren’t just good PR — it influences loyalty, brand preference, and long-term equity.

Emerging Sponsorship Opportunities by Category

Based on awareness and consumer demand, these are the top sectors for sponsorship wins:

Pro Tip: Tech, Travel, and Financial Services brands are especially well-positioned to enter this white space before competitors catch on.

Most Effective Brand Activation Types

When asked how brands should show up, here’s what women’s soccer fans said:

• #1: Product Collaborations with Women Athletes
  
• Cause-Driven Campaigns
• Social Media Giveaways & Contests
  
  

Each tactic sees outsized impact among Gen Z, BIPOC, and women, making this an inclusive, high-performing marketing strategy.

Mar 8, 2023; Los Angeles, California, USA; Angel City FC forward Simone Charley (7) celebrates after scoring a goal against Club America Feminil in the second half at BMO Stadium. Credit: Kirby Lee-Imagn Images

Case Studies: Winning Activations in Action

• Megan Montefusco x Sunshine Health
  Mental health PSAs built around real athlete stories — a powerful fusion of authenticity and purpose.
• Simone Charley x Boatsetter
  A lifestyle-focused campaign that made travel feel aspirational, accessible, and athlete-endorsed.
• Microsoft + Women Athletes
  Used elite athletes to showcase how AI and tech empower performance, equity, and wellness.
• Gainbridge + USL Super League
  Historic title sponsorship with year-round brand presence across all league platforms.
  
  

These examples prove the model works — with both cultural and financial upside.

Maximize Reach Across the Ecosystem

• 25% of women’s soccer fans watch only women’s soccer — brands that focus only on men’s sports miss them entirely.
• 60% of women's soccer fans also watch women’s basketball, 43% watch volleyball, and 39% watch tennis — prime cross-promotion opportunities.
  
  

Conclusion: Why It’s Time to Act

Parity’s proprietary data shows that women’s soccer fans are loyal, diverse, and action-oriented. They trust women athletes more, believe in sponsoring brands, and are statistically more likely to convert.

With year-round visibility, a growing global fanbase, and a network of 110+ women’s soccer players, Parity can help your brand reach new heights through authentic, high-impact sponsorships.

To access the What Every Marketer Needs to Know: U.S. Women’s Soccer Fans report, visit https://paritynow.co/report-2025-soccer-fan-survey. 

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.