In the dynamic landscape of women’s sports, a monumental transformation is underway. Just a year ago, the discourse centered around women’s sports having a “moment.” Yet, as the momentum grew and observers began to characterize it as a “movement,” the shift became undeniable. Today, validated by one of the largest global studies of its kind conducted by Parity and SurveyMonkey, we can confidently say women’s sports fandom has emerged as a mainstream cultural force across borders.
The findings are noteworthy and with over 14,000 respondents weighing in across seven countries, the significance is real. With an overwhelming 73% of respondents affirming their viewership, it’s evident that women’s sports have evolved from niche to mainstream. This surge in interest isn't confined to a single gender; both men and women are drawn to the excitement, quality, and distinctive gameplay that women athletes bring to the game.
The momentum behind women’s sports continues to build. Over half of fans started watching within the last three years, and nearly a third of these fans increased their viewership year over year, indicating a growing appetite for women’s sports content. Despite this surge, only 29% purchased women's sports merchandise in the same time frame, highlighting the untapped potential in this burgeoning market. Men’s sports have long dominated the mainstream, and while they have a head start across all categories, the gap is far narrower than one might have thought. This is in spite of ongoing inequality of exposure with most recent estimates from Wasserman giving women’s sports roughly 15% share of media coverage.
For brands, investing in women’s sports represents a golden opportunity. In an era where a mere 9% of sports media investment dollars are allocated to women’s sports, brands can distinguish themselves by aligning with this growing movement. Consumers are vocal about their desire for increased involvement from brands in women's sports, with 53% advocating for greater brand investment and 32% more likely to purchase products when a brand supports women’s sports and women athletes. Moreover, the trust placed in women athletes as brand ambassadors exceeds that of their male counterparts, with 57% of consumers across all countries trust that women athletes believe in the products they promote, compared to 50% for male athletes. Women’s sports fans are 2.8 times more inclined to purchase products endorsed by women athletes over any type of influencer, signaling a unique opportunity for authentic partnerships that resonate with audiences and underscoring the potential for brands to capitalize on this demographic.
The benefits extend beyond mere goodwill; they translate into tangible economic gains. With sponsorship opportunities aplenty, brands have the opportunity to craft innovative, emotionally resonant campaigns that captivate audiences and drive revenue. The future of sports marketing promises a new wave of creativity and excitement, with brands leveraging the power of women athletes to craft compelling narratives that resonate with diverse audiences.
In conclusion, the opinions of our 14,000+ respondents unequivocally affirm the mainstream status of women’s sports fandom. No longer a passing trend, women’s sports have experienced a vibrant, enduring ascendancy that commands attention from fans and brands alike. The time is ripe for brands to embrace this shift, forging partnerships that not only resonate with audiences but also drive meaningful economic returns. As we stand on the cusp of a new era in sports marketing, it’s time to seize the opportunity to celebrate and elevate women’s sports so it gets the visibility, media coverage and resourcing that its mainstream status deserves.
Phillippa Thomson is the chief data scientist at Parity, a sports marketing and sponsorship platform dedicated to closing the gender income and opportunity gap in professional sports.
