72% of global women are avid sports fans, report reveals

What you probably already know: Women around the world care about sports and how they align with their values. Women are also influencing economic trends more than ever, controlling an estimated $31.8 trillion in global spending and driving up to 80% of all consumer purchasing decisions, according to Nielsen. Within the next few years, women are expected to control 75% of the world’s discretionary spending. Sports brands now have an unprecedented opportunity to connect with female consumers who are driving trends, but few marketing strategies are catering to this influential and growing demographic.

Why? A new report from Wasserman’s women-focused practice The Collective found that out of approximately 1 billion women across 30 countries, 684 million are fans of women’s sports, marking a 10% increase over the past three years. The report went on to reveal that 72% of all women identify as avid fans of at least one sport, and 25% said that following their favorite sports ranked among their biggest priorities in life. Women take their fandoms seriously, with 32% of female fans saying they prefer brands that demonstrate a focus on the environment compared to 29% of male fans, and 32% of women say they favor brands that show they are socially responsible compared to 29% of men. An overwhelming majority of female fans were more likely to believe that teams, leagues, and athletes should support social causes.

What it means: Women who are passionate about sports are looking for brands that care about issues off the court. The report suggests that brands that set the pace in supporting inclusivity, sustainability, and making positive impacts in local communities are more likely to earn female fans’ engagement, trust, and loyalty. One example the report highlighted was a unisex T-shirt released by FC Barcelona for a campaign demonstrating the club’s commitment to equality and investment in youth. Proceeds supported local initiatives to encourage girls to play sports. “By transforming high-profile games into platforms for equality and empowering the next generation, the club not only raised awareness but set a precedent for the industry to follow, demonstrating that inclusive marketing isn't just an option—it's a powerful strategy to engage fans and drive change,” the report stated.

What happens next: Female fans are craving more engagement and authenticity from sports brands, and they also want to see more content that goes beyond game day to help them feel more connected, the report revealed. Being a sports fan is about more than the on-field action for women: it’s a social experience with the power to improve communities. Brands need to recognize the differences between men and women fans, as well as regional and generational preferences: Gen Zers are more likely to hold sports organizations to a higher standard, millennials are driving in-person sports event participation, Gen Xers prefer to watch sports on TV, and Boomers value the role of sports in society, according to the report. Society’s youngest fanbase is invested, engaged, and looking at what’s happening off the field and court — and brands that want to earn their loyalty and trust will need to play ball with that in mind.