Dentsu and Snap have published research showing that women’s sports are moving from niche to mainstream, creating new opportunities for brands to connect with passionate fan communities. The study reveals that this growth is driven by fandom, social platforms, and shifting cultural values.
The research, carried out with Ipsos, surveyed 13,506 sports fans aged 13 to 44 across seven markets including the US, Canada, the UK, France, Norway, Australia and India. It also included interviews with more than ten industry experts. Findings indicate that 62 percent of sports fans follow women’s sports, with nearly three in five reporting that their interest is still increasing.
The study shows that women’s sports fandom is closely tied to values such as empowerment, social progress and inspiration. As a result, 69 percent of fans want brands to support communities around women’s sports or teams, while 70 percent believe that sponsoring women’s sports demonstrates a brand’s commitment to diversity and inclusion. An equal share feel brands have a responsibility to back women’s sports and promote positive social change.
Social platforms were identified as central to the growth of women’s sports, serving as spaces where fans discover sports, build communities and connect with athletes. According to the study, 54 percent of fans see women’s sports as better positioned to harness the power of social platforms, while 58 percent say they feel closer to athletes thanks to these channels. Among Snapchat users, 58 percent believe the platform allows athletes and sports creators to share more authentic aspects of their lives compared to other platforms.
The report highlights that female athletes are seen as both on-field talents and role models off the field, making them highly trusted influencers. Seventy-one percent of fans who follow women’s sports athletes or creators on social platforms say they have been influenced to discover, consider, or purchase products, a figure that rises to 83 percent among daily Snapchat users. Additionally, 85 percent of followers express interest in content from athletes beyond sports.
Cara Lewis, chief investment and activation officer, Dentsu: “Women’s sports aren’t just having a moment – they’re shaping a movement, and with this research we have uncovered how this fandom is growing in both scale and influence. Now is the time for brands to lean in, lead with authenticity, and connect with these passionate fans to drive both cultural impact and business growth.”
Anmol Malhotra, head of sports partnerships, Snap Inc.: “At Snap, we see every day how fans, especially younger audiences, use our platform to celebrate athletes, share their passion, and connect with one another. This research confirms what we’ve long believed: Women’s sports are fuelling a new era of fandom, and brands that show up authentically in this space can create powerful, lasting connections.”
