More Fans, More Often
The Commercial & Cultural Evolution of Women & Sports
Women are changing the economy and energy of global sports. Get the media intelligence brands need to reach these growth audiences.
46B
minutes of women’s sports viewed in 2025
+71%
viewing growth since 2022
122.5M
U.S. fans of women’s 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.
The new majority
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
56%
of recent U.S. sports fans are women
The crossover
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
The commercial play
Fans of women’s sports notice sponsors, act on values and buy. Investment here converts.
- 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
+120%
ad spend in women’s sports since 2022
