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.