Today, we released our new research report, Game On: Designing the Future of Women’s Sport, providing one of the most comprehensive views to date on women’s sports fans and the strategic decisions now facing sports clubs, leagues, broadcasters and brands.
Built on proprietary quantitative and qualitative research with sports fans, the report examines who is watching women’s sport, how they are engaging across channels and what they expect from the organisations and sponsors involved. It also sets out clear strategic imperatives for businesses and brands involved in women’s sport at any level.
Women’s sports fans are not who many think they are
The findings challenge the long‑held belief that women’s sport is followed by a small, narrowly defined audience. In the UK alone, 23.1 million adults follow women’s sport. Nearly a third of these fans are over 65 and more than half are male, demonstrating that women’s sport now reaches well beyond the assumed demographic.
The research also identifies a growing group of “native” women’s sports fans who discovered the women’s game first, rather than as an add‑on to men’s competitions. These fans are building their sporting identity around women’s football, rugby, cricket and other codes from the outset.
Our analysis concludes that treating women’s sports fans as a single homogeneous segment is a strategic error. Instead, rights holders are encouraged to recognise the differing roles women’s sport plays for casual viewers, families and deeply committed followers, and to design tailored experiences for each.
From one‑off moments to season‑long engagement
The report highlights that while major tournaments and finals have generated record viewership for women’s sport, long‑term value will depend on what happens between those peaks.
Evidence from recent events such as the UEFA Women’s Euros and Women’s Rugby World Cup shows that tournaments do more than deliver short‑term spikes. They raise expectations for quality, competitiveness and accessibility across domestic leagues. New fans who discover women’s sport during these events actively look for club fixtures, easy‑to‑find broadcasts and ongoing stories to follow.
In the report, we identify a strategic risk if the industry relies solely on these high points. To avoid a boom‑and‑bust cycle, leagues, clubs and broadcasters are urged to treat formats, calendars and broadcast arrangements for women’s competitions as deliberate design choices that can either encourage or inhibit habit‑forming behaviour.
Redefining sponsorship in women’s sport
For brands, the research finds that women’s sports fans hold higher expectations of sponsors than fans who follow only men’s sport. Supporters of the women’s game want brands to reflect the sport’s values, invest in pathways for girls and women, and give equal prominence to female athletes in campaigns.
The report shows a strong link between perceived contribution to women’s sport and positive brand outcomes, including favourability and consideration. Traditional, logo‑centric sponsorship models are seen as insufficient in this context. Instead, the report identifies opportunities for brands to create deeper, contribution‑led partnerships that support grassroots programmes, amplify athlete stories and improve access to the game.
A pivotal moment for decision‑makers
Commenting on the launch, Yonder notes that women’s sport is entering a defining period of growth in which strategic choices made now will shape the market for decades.
Game On: Designing the Future of Women’s Sport brings together audience data, strategic interpretation and practical implications for senior leaders across marketing, commercial, product, media and insight roles. The report is designed to help organisations move beyond headline figures and make informed decisions about the design, investment and partnerships that will support sustainable growth in women’s sport.
The report is available to download here.