Women’s sports fans are more interested in merch than tickets

Women’s sports fans are apparently more interested in buying merchandise than attending games. The Sports Business Journal, citing a study from Genius Sports, finds that 70% had purchased merchandise, though only 51% had bought a ticket. Women’s sports merchandise has been estimated as a $4 billion industry, with T-shirts and jerseys the top items. More than four in 10 adults say it’s important that the merchandise conveys a social message, with Gen Z, millennial, Black and Hispanic fans rating that as more important than older generations. SBJ notes that “the demand for merchandise in women’s sports looks different than in men’s sports.”