Women Are Changing The Game.
New global research proves it: women are shaping the future of sports fandom.
Surveying 7,100+ women across 10 countries, this study uncovers how women fans of sport engage, what they value, and the massive economic upside waiting for brands, teams, and leagues that truly see her.
Women aren’t a monolith. They’re bold, dynamic, and driving culture. Yet too often, the sports industry overlooks them. The truth? The game will never reach its full potential until it meets her where she is, on her terms.
Key Takeaways:
Women are economic powerhouses and passionate fans but they’re also time-starved. Fandom shouldn’t feel like another chore.
When brands and rights holders support her time, her family, and her values, she responds with loyalty, advocacy, and spend.
