Her Love
Of The Game.
A Global Overview of
Female Fans of Sports
Are We Overlooking The Power of Female Sport Fandom?
Female fans often display a multifaceted, integrated approach to sports fandom
Women are interested not only in sports, but also in how they align with their values – often supporting socially responsible causes and environmentally conscious brands. They experience sports in diverse ways, paying close attention to the brands and sponsors involved. Their significant economic influence drives brands to form more meaningful and socially responsible partnerships that resonate with this powerful demographic.
The importance of understanding female sports fans cannot be overstated - and while the world's eyes are opening to the power and vitality of women's sports, the big picture for global growth demands a greater understanding about how the perspectives, behaviors and purchase decisions of female fans can unlock the potential of all areas of sports - for people and leagues of all genders. Women currently control $31.8 trillion in discretionary spending, and by 2028, they are projected to oversee 75% of global discretionary spending, positioning them as the most influential consumer group in the global economy.
Methodology
The Wasserman Sports Fan Survey is an annual market research survey conducted in partnership with Calico Services, running since 2017, typically in the fourth quarter. Initially covering 18 countries, it expanded to 30 major economies by 2023, with a total sample of 35,563 respondents.
A Vast and Growing Market
Nearly 684 million women globally identify as sports fans, challenging the outdated perception of sports as a male-dominated space. With half (50%) of these women developing their fandom in the last five years, the surge of young women embracing sports marks a pivotal shift.
Generational and Regional Nuances
Female fans of sports are not a monolithic group; they are diverse in their motivations, engagement levels ,and cultural perspectives. Gen Z women (79%), for example, are more likely to be avid fans than boomer women (60%), and fandom differs significantly across regions.
Holistic Passion Beyond The Game
Female fans of sports redefine what it means to engage with sports. For many, sports fandom extends beyond the action on the field to encompass broader lifestyle, cultural, and social connections. For example, women sports fans (29%) are more likely to buy from a brand that supports something they care about, compared to 28% of men sports fans.
