The Power Shift: Women's Sports Fandom Reshaping The Industry

Why the future of sports business runs through women's sports engagement

May 08, 2025

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We're witnessing an unprecedented moment in sports history. Women's sports viewership has shattered records across multiple leagues and events—from the NWSL and Women's Super League in football to the WNBA and women's cricket. This surge isn't happening in isolation; it's coinciding with a fundamental shift in how fans engage with sports content.

Today's sports consumer craves personalisation and authentic connection more than ever before. As digital platforms fragment traditional viewing habits, fans increasingly seek bespoke experiences that reflect their specific interests and values. Women's sports—with their emphasis on accessibility, technical skill, and authentic storytelling—are perfectly positioned to capitalise on this shift toward more personalised fan experiences.

Sky Sports' groundbreaking study arrives at this critical inflection point, offering vital insights into how the industry can harness this dual momentum of women's sports growth and the experience economy.

two women soccer players stretching legs on lawn — Photo by Jeffrey F Lin on Unsplash

Key Stats: The Rising Tide Of Women's Sports Fandom

Before diving into Sky Sports' study, let's look at the broader market dynamics:

Nearly 3 out of 4 women now identify as avid fans of one or more sports—a remarkable 10% increase over just the last three years (Wasserman's The Collective)
Generational divide: 79% of Gen Z and 74% of millennials identify as sports fans, compared to just 60% of Gen Xers and baby boomers
Recent adoption: 50% of female sports fans have become fans within the last five years, compared to 39% for male sports fans

These statistics from Wasserman’s reveal not just a growing market but an emerging powerhouse with significant buying potential that sports organisations and sponsors can't afford to ignore.

The Biggest Addressable Market: Cross-Gender Sports Fans

Sky Sports' research reveals a critical insight that challenges conventional marketing wisdom: the most valuable audience for women's sports isn't exclusively female fans—it's fans who follow both men's and women's sports across genders.

This audience represents:

80% of UK sports fans are interested in at least one men's and one women's sport
This figure rises to 85% among under-35s

The highest crossover sports are those furthest along in gender parity:

77% of tennis fans follow both men's and women's competitions
75% of football (soccer) fans engage with both men's and women's games
59% of cricket fans and 58% of golf fans follow both gender's competitions

"I've always enjoyed sports, whether it was a female sport or a male sport. I don't think it should be gender specific." — Female fan, 56

The Commercial Opportunity: Dual-Gender Fans Drive Higher Value

The research reveals that fans who engage with both men's and women's sports aren't just more numerous—they're more commercially valuable:

They spend 5 hours more per month consuming sports content
They're 10% more likely to be paid subscribers for sports content
They're passionate about twice as many sports as fans who follow men's sports only

This presents a clear strategic opportunity: rather than solely targeting new fans or women-only audiences, deepening engagement with existing dual-gender fans can drive immediate revenue growth across tickets, merchandise, subscriptions, and experiences.

The Commitment Gap: The Next Frontier

Despite growing interest, a significant challenge remains: the commitment gap between men's and women's sports fans:

93% of fans say they are committed to at least one men's sport
Only 59% of fans say they are committed to at least one women's sport

"I enjoy watching the football a lot, but I'd say I probably support the men's more. I do support the women's, but I think I definitely get more excited about the men's." — Female fan, 35

This gap represents the next major opportunity for growth. By leveraging existing sports passion and creating more compelling experiences, storytelling, and visibility for women's sports, the industry can deepen fandom and drive long-term engagement.

girl soccer group on soccer field — Photo by Jeffrey F Lin on Unsplash

The Distinctive Appeal: Beyond Gender Marketing

One of the study's most compelling insights is that the appeal of women's sports goes far beyond gender identification. Fans value specific qualities that differentiate women's competitions:

In Football (Soccer):

Players feel more authentic and accessible
More inclusive and family-oriented atmosphere
Closer proximity to star players

In Golf:

More technical skill on display
Educational value for viewers who play the sport

In Cricket:

Greater player diversity
More honest and straightforward approach

"I watch women's football more than I watch men's because I find it entertaining, relatable to myself and a breath of fresh air." — Female fan, 36

The Content Opportunity: Making Passion Discoverable

The research identifies a critical gap in content strategy: fans struggle to find the content that would deepen their passion for women's sports:

Watching live games is the biggest driver of passion (52% for football, 61% for tennis)
37% of under-35s are interested in player personalities and stories, but over 2 in 5 find this content difficult to access
Only half of women's sports fans find content on female player skills easy to find, compared to over two-thirds of men's sports fans accessing similar content

This discoverability gap presents a clear opportunity for media companies, leagues, and teams to better connect fans with the content that drives deeper engagement.

Key Takeaways For Sports Business Leaders

Target the overlap: Focus marketing and content strategies on fans who already follow both men's and women's sports—they represent the largest and most valuable immediate audience.
Bridge the commitment gap: Create strategies specifically designed to convert casual women's sports viewers into committed fans through enhanced storytelling and experience.
Highlight distinctive qualities: Market women's sports based on their unique attributes rather than gender alone—emphasise technical skill, authenticity, and accessibility.
Solve the discoverability problem: Make it easier for fans to find live games, player stories, and skills content for women's sports across platforms.
Cross-promote effectively: Use existing men's sports audiences to introduce women's competitions within the same sport, emphasising the shared passion rather than gender differences.

The future of sports business will belong to organisations that recognise and capitalise on these insights, building meaningful connections with the growing audience of women's sports fans across genders and generations.

This research was conducted by Sky Sports in partnership with Gemba, surveying over 2,500 sports fans across the UK during July 2024.

Stay tuned for next week's roundup on Monday as we continue tracking the transformative developments reshaping the global sports technology landscape.

Track the Trends. Spot the plays. Shape the game.

Thanks for reading,

Dean

P.S. If you found this newsletter valuable, please share it with others who might benefit from these insights. The sports tech industry grows stronger when we learn together.

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