As a new generation of breakout stars has proven, women’s sports are having a major moment — especially among younger fans. 2 in 3 Gen Zers and Millennials recognize that as athletes like Caitlin Clark, Cameron Brink, and Angel Reese quickly become household names, women’s team sports are becoming a bigger part of our cultural conversation. Right now, the rise in popularity of women’s team sports presents an exciting opportunity for advertisers who want to show up for a fast-growing audience of engaged superfans.
To learn more about them, Vox Media gathered responses from 5,000 fans of both men’s and women’s sports, collected in May 2024, in collaboration with Humantel. Our aim was to explore what types of content appeal to women’s sports fans, and if there were any notable differences from men’s sports coverage.
We found that, while the success of women in sports is nothing new, today’s women’s sports fans are more active, excited, and inspired than ever. Let’s dig into some of the reasons why.
AN ACTIVE, ENGAGED FANDOM
One notable difference between men’s and women’s sports fandom is that exposure to men’s sports is often passive — passed down through family, especially fathers — while women’s sports fans are more likely to have been athletes themselves.
68% of men’s sports fans surveyed recall experiencing sports for the first time through TV (with half being introduced as young children), while women’s sports fandom is mainly discovered outside the home — with only 1 in 5 having learned about women’s sports during childhood.
Because of the more active role they took in discovering fandom, women’s sports fans aren’t just interested in entertainment — sports are where they come to find inspiration, empowerment, and a sense of belonging in addition to a good time. They are also more likely to claim that sports fandom shapes their lives in meaningful ways.
Q: My experience participating in sports fandom provides…
Women’s sports fans are more likely to seek out activities that align with their values — including self-care, physical activity, healthy eating, reading, and travel, in addition to entertainment like live music and social media.
PS Fit, which continues to be the #1 source for inclusive and accessible at-home video workouts, is made up of an active community of millions of sports and fitness enthusiasts with similar interests.
Q: How important are each of these activities to your enjoyment of life overall?
Sue Bird and Megan Rapinoe, both champion athletes who use their platforms to shed light on important issues, will explore the intersection of sports and culture with the relaunch of A Touch More Live in partnership with Vox Media.
Q: How much are men’s and women’s sports about…
THE ROLE OF MEDIA
Media plays a major role in growing sports fandom, from TV coverage to online communities to amplifying influential voices within sports culture. However, women’s sports fans are significantly more likely to feel excluded.
Q: What are the barriers to accessing women’s sports?
Over half (55%) of women’s sports fans surveyed say it’s difficult to follow the sports they love. These fans — especially younger generations — want more access, and are looking for brands that will help them get it.
Launched in early 2024, The Cut’s “Keep It Moving” vertical is the site’s first dedicated sports section, shining a light on the athletes who are breaking barriers in women’s sports. And SB Nation, the longtime home for the internet’s most passionate fan communities, provides in-depth coverage of the WNBA, NWSL, and more.
ADVERTISERS CAN’T LOSE
Advertisers who are solely focused on aligning with men’s sports coverage are missing out on a major opportunity. This new audience of women’s sports fans is big, and is primed to get even bigger (the recent WNBA media rights deal represented a deal that was 6x larger than the last media rights deal, as reported by SB Nation).
By aligning their products and messages with the interests of women’s sports fans, brands can foster deeper and more authentic relationships with consumers. This approach not only taps into the core interests of the audience but also allows for more personalized and impactful marketing strategies.
Q: How interested are you in consuming sports news and information in the following formats?
It’s clear that enthusiasm for women’s team sports is only increasing, and fans are eager to follow their favorite teams. Until recently, a lack of access to content and coverage have lagged behind demand and created a feeling of exclusion, even while women’s sports fans have actively established and nurtured their team loyalty. By partnering with Vox Media brands PS, SB Nation, and The Cut — publishers that frame women’s sports in the context of gender equity and culture — advertisers can be assured they’re reaching women’s sports fans authentically and on their terms.
Research was conducted in partnership with Humantel’s Sports & Culture Collective. Humantel is a consumer insight collective. In partnership with small, curated groups of brand professionals, we conduct ongoing explorations into the emotions, values and attitudes that drive people to act. Our special thanks to Emma May-Bradley, Steve Kantscheidt, Andy Borinstein, & Jessica Sterling.
