The Commercial & Cultural Evolution Of Women & Sports

Sports fandom is growing, and women are driving it, in women's leagues and men's alike. Our new report shows brands where the audiences are and how to win them.

46B minutes of women's sports viewed in 2025 + 71% viewing growth since 2022 122.5M U.S. fans of women's sports

Women's sports have hit the mainstream, with record ratings, sold-out arenas and fans engaging across every platform.

28.3B minutes viewed in 1H 2026, on record pace “No interest” in women's sports fell nearly 20% in three years 52% of the U.S. population is interested in women's sports

Female fans are among the fastest-growing audiences in men's sports, and they bring serious buying power.

48% of U.S. women are very interested in at least one sport +107% female viewership growth for the 2026 Men's College World Series 56% of recent U.S. sports fans are women

Fans of women's sports notice sponsors, act on values and buy. Investment here converts.

+120% ad spend in women's sports since 2022 30%+ of NWSL fans bought a brand after seeing an in-game sponsorship 60% of women's sports fans have switched brands over a company's values

Elevate your women's sports strategy now. Download the report.