Designing the Future of Women's Sport
Women’s sport is entering a defining phase of growth. Viewership is rising, audiences are diversifying and interest now extends far beyond major international moments. Turning momentum into long-term value requires informed decision-making, grounded in a clear understanding of audiences, investment priorities and the wider sports ecosystem.
Our in-depth report, Game On: Designing the Future of Women’s Sport, is designed to support decision-makers in shaping the future of women’s sport. Using data-led insights to inform smarter investment, media strategies and engagement approaches, you can ensure the sector continues to build, rather than simply ride, its growing audience.
Why the increase in women’s sport viewership makes it a strategic priority
For sports industry leaders, the growth in women’s sports viewership presents both opportunity and risk. Without deliberate action, gains in visibility and interest can stall or fragment. Potential fans that go unseen may feel alienated and let down.
Sustaining viewership requires long term commitment from leagues, clubs, teams, governing bodies, rights holders and brands, who will play a critical role in making the strategic decisions needed to ensure growth is consistently nurtured and maintained. Now is the time to place yourself at the forefront of designing the future of women’s sports, growing a loyal fanbase and securing mutual benefits for decades to come.
Your questions explored in depth
What if women’s sports fans aren’t who you thought they were?
Women’s sports fans may not be exactly who you think they are and a failure to acknowledge this diverse fanbase can have lasting consequences. Our research explores the shift in the women’s sports fandom as it enters the mainstream and dives into how these fans actually consume content, from casual fan engagement to those who are intrinsically invested.
Know your audience. Target with confidence.
What if 2025 was the start of the biggest opportunity in history for growth in women’s sports?
2025 was the catalyst for the huge growth we can see in women’s sports, with record breaking numbers of viewers tuning in for national events. This creates new opportunities to rethink investment strategies that will nurture engagement year-round at a club level, from increasing accessibility to boosting the appeal of individual athletes.
Our data shows that the appetite for women’s sports is ready to extend well beyond just international events.
What if partnering with women’s sports elevated both your brand and the game?
As a brand, it’s important to understand how to invest in women’s sports and what it means to be a partner. Our research outlines the differences in expectations between men and women’s sports fans and what they value more from sponsorships. Discover the game changing insights that allow you to move away from a traditional sponsorship model to something more meaningful.
For marketers, women’s sports is not just a media channel, it’s a valued community.
Transform your strategy with our women's sport research
Game On: Designing the Future of Women’s Sport brings together detailed data, strategic interpretation and real-world insight into the growing demographic of women’s sports fans, their motivations and their values.
Designed for sports industry leaders and brands, you’ll gain evidence and clarity that allows you to shape the direction and commercial future of women’s sport confidently and strategically.
For more strategic guidance in the women’s sport sector
If you would like to explore our proprietary sports fans data in more depth, or if you have a question about a sport which isn’t mentioned in this report, please get in touch: hello@yonderconsulting.com