US Women’s Sports Market Analysis
Women’s sports are experiencing a breakthrough moment in the US. In 2025, over two-thirds of Americans report following at least one women’s sport, up from just over half in 2022. This surge in interest is reshaping the sports landscape, presenting new opportunities for brands, media and leagues to engage with audiences in more dynamic and interactive ways.
Player-driven fandom offers a unique opportunity for women’s sports, with over half of fans saying they’re more interested in superstar athletes than team success or rivalries. Amplifying athlete stories, elevating access and building cultural relevance are opportunities to continue to build fandom.
But as momentum builds, accessibility remains a challenge. Rising ticket prices, streaming fragmentation and media coverage gaps could stall growth if fans can’t easily connect with the content they care about. To sustain momentum, brands and leagues must prioritize equity, flexible viewing experiences and unique and entertaining content.
Readers of this report may also be interested in Mintel’s US Marketing to Sports Fans Consumer Report.
Key Topics Analyzed in the Report
- How the current economy could impact women’s sports fandom
- What’s driving the current momentum behind interest in women’s sports
- Demographics of women’s sports followers
- Reasons for following women’s sports and interest in sports coverage opportunities
- How media, team and leagues can best support women’s sports
- A look at how brands have appealed to women’s sports fans through marketing and advertising
Meet the Expert Behind the Analysis
This report was written by Fiona O’Donnell. Fiona oversees research focused on uncovering the motivations of consumers’ decision-making and behaviors. Her 20 years of research experience spans working directly with CPG brands in product development, competitive intelligence for financial services, and evaluating trends in technology and media. Fiona has a BS from Truman State University.
As interest surges, women’s sports are redefining the playbook by becoming a powerful force in media, marketing and culture.
Fiona O’Donnell
Senior Director – Lifestyles, Culture & Identity, Multicultural, Travel & Leisure
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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MARKET DYNAMICS
- Market context
- Slowed economic growth could curb women’s sports fandom
- Graph 1: quarterly real GDP growth, 2021-25
- Sports fans may withhold spending as consumer confidence drops
- Graph 2: consumer sentiment index, 2022-25
- How economic trends impact women’s sports
- Market drivers
- Most Americans are sports fans
- Graph 3: self-reported sports fandom, 2025
- Women’s sports can help close the fandom gap
- Graph 4: self-report sports fandom, by gender, 2025
- Men’s sports have history but women’s sports have momentum
- Graph 5: women’s sports followed, 2022 and 2025
- Graph 6: men’s sports followed, 2022 and 2025
- Women’s sports shatter attendance and viewership records
- DEI matters in women’s sports
- Recent DEI initiatives in women’s sports
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts (continued)
- Overview of women’s sports fans
- Interest in women’s sports is surging
- Graph 7: women’s sports followed, 2022 and 2025
- New fans are fueling the rise of women’s sports
- Graph 8: time following women’s sports, 2025
- Capitalize on women’s fandom to close the gender gap
- Graph 9: select women’s sports followed, by gender, 2025
- Women’s sports fans span age groups
- Graph 10: select women’s sports followed, by age, 2025
- Women’s sports attract multicultural audience
- Graph 11: select women’s sports followed, by race or ethnicity, 2025
- Coca-Cola campaign represents diverse fan base
- Sports viewing frequency
- Sports viewership is strong
- Graph 12: sports viewing frequency compared to a year ago (net of men’s women’s leagues within sport), 2025
- Sports viewership is strong
- Graph 13: rebase – sports viewing frequency compared to a year ago (net of men’s women’s leagues within sport), 2025
- Loyal sports fans are watching even more
- Graph 14: frequency of select sports viewership (net of men’s and women’s leagues within the sport) – more often, by gender, age, household income and parental status, 2025
- Viewership patterns highlight the power of identity
- Graph 15: frequency of select sports viewership (net of men’s and women’s leagues within the sport) – more often, by race and ethnicity, 2025
- Representation matters
- No clear barrier to watching sports less often
- Graph 16: reasons for watching sports less often compared to a year ago, 2025
- Fragmented media landscape could keep fans away
- Reasons for following women’s sports
- Fandom driven by fun, purpose and awareness
- Graph 17: established fans (5+ years) – reasons for following women’s sports, 2025
- Graph 18: recent fans (<5 years) – reasons for following women’s sports, 2025
- Women’s sports fandom is shared across genders but motivations reveal opportunity
- Graph 19: recent fans (<5 years) – select reasons for following women’s sports, by gender, 2025
- Younger fans go digital, older fans seek purpose and entertainment
- Graph 20: recent fans (<5 years) – select reasons for following women’s sports, by age, 2025
- Sportainment fuels awareness and builds fandom
- Past participation drives present-day fandom
- Graph 21: established fans (5+ years) – nostalgia as a reason for following women’s sports, by gender and by age, 2025
- Interest in sports content
- Immersive experiences matter more than novelty
- Graph 22: interest in sports content, 2025
- Men seek innovation while women prioritize connection
- Graph 23: interest in select sports content, by gender, 2025
- Fans crave access and interactive content
- Graph 24: interest in select sports content, by age, 2025
- NWSL takes disruptive approach to fan engagement
- Older fans embrace AI for its practicality
- Graph 25: interest in sports content with AI integrations, by age, 2025
- Marketing opportunities
- The best integrations feel like part of the game
- Graph 26: interest in product or service integrations with sports, 2025
- Lifestage shapes brand opportunities
- Graph 27: interest in select product and service integrations with sports, by gender and age, 2025
- Brands ride the momentum of women’s sports
- Cultural identity dictates how fans engage with brands
- Graph 28: interest in select product or service integrations with sports, by race and ethnicity, 2025
- Non-traditional collaborations usher in a new era for women’s sports
- Attitudes toward sports
- Be supportive, not political
- Desire to be “apolitical” is widespread and nuanced
- Graph 29: attitudes toward politics and supporting causes in sports – agree, by age, 2025
- Style and self-expression drive fan engagement
- Graph 30: attitudes toward style, merchandise and identity in sports – agree, by gender, 2025
- Fashion and personal identity are redefining athlete influence
- Younger fans seek experiences and entertainment
- Graph 31: attitudes toward the sports watching experience – agree, by age, 2025
- Attitudes toward women and sports
- Improve access, drive profits
- Most fans want more access but younger ones are willing to pay
- Graph 32: attitudes toward women’s sports and accessibility – agree, by age, 2025
- Media following the money – publishers’ coverage of women’s sports expands
- Trust and values drive brand impact
- Graph 33: attitudes toward marketing and brands in women’s sports – agree, 2025
- Authentic partnerships power the next generation of women’s sports fans
- Graph 34: attitudes toward brand support and endorsements – agree, by gender and age, 2025
- e.l.f. Cosmetics connects with Gen Z through women’s sports and beauty
- Give them a break…from men’s sports
- Graph 35: attitudes toward women’s sports and identity – agree, by age, 2025
- Supporting women’s sports
- Media and brands play critical role in leveling the playing field
- Graph 36: role of media in supporting women’s sports (any rank 1-3), 2025
- Accessibility is foundational, but representation drives deeper engagement
- Graph 37: select media support for women’s sports (any rank 1-3), by age, 2025
- Cultural nuance shapes how fans engage with women’s sports
- Graph 38: select media support for women’s sports (any rank 1-3), by race and ethnicity, 2025
- JWS is redefining coverage for women’s sports fans
- Systemic change tops symbolic support in push for progress
- Fair pay builds trust with female fans
- Graph 39: support equitable pay (any rank 1-3), by gender and age, 2024
- Unrivaled sets new standard for compensation
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Betting boom follows rise of women’s sports
- Sportsbooks double down on women’s sports
- Women’s sports bars promote access and community
- Brands increase investment in women’s sports
- Sports merch gives a voice to athletes and fans
- Marketing and advertising
- NIL boosts visibility and opportunity for female athletes
- Female athletes are becoming cultural icons
- Alex Morgan’s influence extends beyond the pitch
- Ilona Maher is reshaping the narrative around women in sports
- Storytelling is the secret weapon for growing women’s sports
- Everybody loves a comeback story
- Support the next generation of female athletes and fans
- The future of women’s sports starts in the community
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APPENDIX
- Consumer research questions
- Consumer research questions (continued)
- Consumer research methodology
- Generations
- Abbreviations and terms
- Base table, by women’s sport followed
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