The Big Idea

The Rising Influence of the Female Fan

The growth in women’s sports isn’t the only factor in the increasing number of female sports fans. Men’s sports are also benefiting from an expanding female fan base.

Viewership and attendance are growing in the WNBA, the NWSL, and other women's sports leagues. But it’s a mistake to assume that new female fans are only driving women’s sports. Female fandom has been rising across all sports for several years to the point where they are approaching parity in men’s sports as well.

Source: Various 2023-24 league reports

Female fandom can help teams who recognize the potential and the differences in this rising tide.

The Differences

There are some notable differences between male and female fans that are worth noting if you’re looking to maximize your female fandom.

Younger

Sports and fandom have been a standard part of the male cultural playbook for generations. It is a developing trend for women as cultural and programmatic barriers to sport have been lifted. As a result, female fandom is currently skewed toward younger generations.

Source: 2024 Wasserman report, Her Love of the Game

The younger profile's influence means women fans are more likely to stream games, engage with their teams on social media, be concerned with teams’ positions on social issues, and be less established in their team loyalties.

More Interested in Additional Content

The unexpected success of Netflix’s F1: Drive to Survive series was partly driven by higher-than-expected female viewership. Sources estimated that females made up 40% of their viewing audience. A 2023 Deloitte survey found that women are especially interested in viewing more behind-the-scenes content, like athlete interviews and social media videos from teams, when compared with men. The same Wasserman study cited above also found that women are more likely than men to seek content and experiences outside the on-field action. 

More Merch

The Deloitte survey also showed women are more likely to say they’ve purchased sports merchandise or memorabilia in the past twelve months. A similar finding from a YouGov study found that female sports fans are more likely to buy team merchandise. The Wasserman study further notes that women are 16% more likely to notice brand experiences and pop-up shops at sports events.

The Implications

The growth and uniqueness of the female fans create some interesting opportunities

New Fan Growth

Because more female fans are less far along in the fandom commitments, it means there are new fans that can be won over by listening, catering, and talking to this growing source of new fans. Savvy teams will look at events, merchandise, and facilities through the eyes of a growing target.

Expanded Sponsorships

The NFL knew what it was doing when it played up the Taylor Swift connection. That was a singular cultural moment, but consistent with a long-term trend. Teams and sponsors alike who may not have seen sports as a good match should look again. Women are following more and more sports across the spectrum, and not just women’s sports.

Higher Engagement

The female audience is more curious about content and context for the stars and teams they follow. This gives brands, teams, and media producers permission to explore new ways to engage an audience that is hungry for the stories behind the scores.

Marketing

Expect the Unexpected… To Drive Ratings Up

The NFL Draft is typically a spectacle of hope, strategy, and predictable star power. Fans tune in primarily to see which team lands the coveted top prospects, not necessarily what draft position (within a pick or two at least) the players end up in. While always a major event, the core suspense usually peaks early. However, the 2025 NFL Draft shattered expectations and viewership records, largely thanks to a compelling, unexpected narrative that kept fans glued far deeper into the proceedings than usual, the surprising draft slide of Colorado quarterback Shedeur Sanders.

Overall, the 2025 NFL Draft in Green Bay was a massive success, becoming the second most-watched Draft on record, according to NFL.com. Averaging 7.5 million viewers across ESPN, ABC, NFL Network, and digital channels over the three-day event, viewership was up a remarkable 27% compared to the previous year. While Day 1 certainly pulled its weight, averaging 13.6 million viewers (the second-most watched Day 1 ever and up 11% from 2024), the truly unprecedented growth occurred on Days 2 and 3, coinciding directly with the Sanders drama.

Normally, the draft follows a relatively predictable script. The elite prospects go early, teams address needs, and while passionate fans follow every pick, the broad, casual audience's interest often wanes after the first round or early second. The main intrigue revolves around team strategy and the destinations of known superstars.

This year was different. Shedeur Sanders, a high-profile prospect with immense name recognition, was widely projected as a potential first-round, or at worst, early second-round pick. As Day 1 concluded without his name being called, anticipation grew. When Day 2 unfolded, and quarterback after quarterback was selected ahead of him, including names like Tyler Shough, Jalen Milroe, and even his future teammate Dillon Gabriel, the narrative shifted dramatically.

The suspense was no longer just about team fits; it became centered on a single player's unexpected freefall. When would Sanders get picked? Why was he falling? This deviation from the expected storyline created genuine, unscripted drama, a rare commodity in meticulously planned events like the Draft.

The numbers bear this out. Day 2 (Rounds 2-3) viewership averaged 7.5 million viewers, the second-most watched Day 2 on record and a staggering 48% increase over 2024, as reported by NFL.com and highlighted by outlets like The Athletic and Bleacher Report. Even more telling was Day 3 (Rounds 4-7). This portion of the draft, typically reserved for die-hard fans and draftniks, saw an unprecedented surge. It averaged 4.3 million viewers, making it the most-watched Day 3 on record, up an incredible 43% from the previous year. This surge is directly attributable to the lingering question surrounding Sanders, who was finally selected in the fifth round (144th overall) by the Cleveland Browns. His slide kept viewer interest unusually high deep into Saturday.

The 2025 NFL Draft serves as a powerful reminder for sports properties: while predictable star power draws initial eyeballs, it's often the unexpected, off-script moments that create sustained engagement and drive record-breaking viewership. The compelling, almost bewildering narrative of Shedeur Sanders' draft slide provided exactly that kind of unmissable television, turning a typically top-heavy event into a three-day ratings juggernaut.

By The Numbers

Numbers That Jumped Off the Page

3- Wrexham AFC secured its 3rd straight promotion, this time into the EFL Championship, last weekend after a 3-0 win over Charlton. The historic club’s Hollywood magic has made it the first team in British football history to be promoted three straight years, allowing it the chance for the storybook ending next year with a chance of cracking into the Premier League.

26%- This year’s NFL rookie signing bonus jumped a record 26%, with the previous highest jump belonging to the 2015 class at 15%. Guess it really is a young man’s game!

$350,000- In other NFL draft news, the League has fined the Atlanta Falcons $250,000 and assistant coach Jeff Ulbrich $100,000 for their roles in Jax Ulbrich’s (Jeff’s son) prank call to Shadeur Sanders on draft night. Jax impersonated a Saints team official calling to inform Sanders of their intent to draft him.

4.45 Million- The first round of the NBA Playoffs is underway, and ESPN reports that their coverage is up 13% this year, averaging 4.45 million viewers. This comes after the opening weekend of the playoffs saw a 25-year ratings high, a stark reversal from the regular season’s 2% ratings drop.

Pulse Check

Last week, we asked Beyond the Sideline readers, “Which N. American League Commissioner is the most overpaid?” Here’s what they thought.

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