Caitlin Clark broke viewership records. Simone Biles became the most decorated US gymnast in history. Ilona Maher built a social media following larger than any rugby player in the world. These athletes, among many others, have dominated their fields and fueled a rise in women's sports viewership, opening new pathways for advertisers to reach highly engaged audiences and key demographics.
Women's sports have experienced unprecedented growth in recent years: Average ratings for the WNBA regular season have skyrocketed, with the latest season marking the most-viewed ever on ESPN networks; the 2024 NWSL Championship set a new viewership record for the league, with audiences increasing by 18% compared to the 2023 championship; and more than 1.3 billion people worldwide tuned in to watch women's events at the 2024 Paris Olympics. At the same time, a new generation of athletes is reshaping fan engagement, with stars like Coco Gauff and Paige Bueckers using social platforms to build personal brands and connect directly with audiences—and creating valuable opportunities for brand partnerships in the process.
The bottom line? Women's sports audiences are growing rapidly and rewarding brands that show up. Here are three key things advertisers need to know about this audience to craft podium-worthy strategies:
The audience for women's sports is deeply invested. Half of avid fans demonstrate strong loyalty to individual athletes, and this group is 27% more likely to purchase from brands that partner with popular female athletes.
This brand-responsive behavior extends across the broader fan base. In fact, nearly one-third of all women's sports fans say they're more likely to buy from brands that support women's sports or partner with female athletes. Among female fans, that figure climbs to 36%.
Beyond direct purchases, women's sports fans are 53% more likely than the average consumer to recommend products to others. This turns brand loyalty into powerful word-of-mouth marketing that continues well beyond the initial sponsorship investment.
Put simply, women's sports fans aren't just watching. They're actively rewarding brands that show up authentically in the space.
While women’s sports fans span all generations, they skew younger. People between the ages of 16 and 24 are 18% more likely than average to follow women's sports, and the 25-34 demographic represents the largest portion of the audience. WNBA fans exemplify this trend: Nearly half fall within the 18-34 age range, while 32% are ages 35-54, and 21% are 55 and older.
Gen Z is particularly —and increasingly— engaged: In 2025, over half of 18-to-24-year-olds report interest in watching or attending women's sporting events, up from 41% in 2022. These younger fans also follow their favorite athletes across social platforms, with at least 40% of Gen Z US sports fans following women’s sports and athletes on social media.
This younger, digitally native audience represents a significant opportunity for advertisers looking to build long-term brand loyalty. Advertisers should consider campaigns that reach these fans on Instagram and TikTok while also leveraging live CTV, where audiences of all ages are increasingly tuning in.
While some might assume otherwise, women’s sports fandom extends well beyond female viewers.
Men and women watch women's sports at nearly equal rates, with roughly three-quarters of each demographic tuning in at least a few times annually. Male fans watch more frequently, however, with 23% viewing weekly or more, compared to 15% of female fans. When it comes to the WNBA specifically, men make up the majority (56%) of fans, though women represent a still-substantial 44% of the fan base.
These viewership patterns highlight an important strategic consideration: Women's sports audiences are more diverse than many assume. Advertisers should base their targeting strategies on actual viewership data rather than demographic stereotypes.
Women's sports has evolved into a robust media ecosystem with engaged, brand-responsive audiences. The combination of rapid viewership growth, high fan engagement, younger demographics, and gender diversity create a compelling case for advertisers to invest in this space.
With momentum and brand investment accelerating, now is the time to build meaningful, lasting connections through women’s sports.
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Looking for more insights around how to harness the live sports opportunity? Check out Going Deep on Live Sports Advertising Opportunities for actionable insights on maximizing your investment.
