Recent research indicates that fans of women`s sports constitute a significant audience, challenging the perception of them being a `niche` group.
A study conducted by the Gemba Group, surveying over 2,500 sports enthusiasts in the UK representing diverse age groups, sporting interests, and subscription statuses, revealed that 80 per cent of UK sports fans are interested in at least one men`s and one women`s sport.
Among individuals under 35, this figure rises to 85 per cent, demonstrating that women`s sports fans are far from a minority audience.
While various women`s sports are attracting distinct fanbases, including both new and long-time followers, the most substantial and valuable audience currently consists of individuals who follow both men`s and women`s sports.
“I like watching football, regardless of the teams. [Women`s football] is the same game, the ideas and thought process behind the scoring and defending are the same,” commented a 56-year-old male participant in the study.
Interest in sports is driven by a genuine love for the game itself, rather than gender, with fans appreciating content that highlights the skills and accomplishments of all athletes equally.
Recent developments include a historic five-year partnership set to broadcast nearly 90 per cent of all Women`s Super League matches from the 2025/26 season, with 78 fixtures shown exclusively.
The study also indicated that fans who follow both men`s and women`s sports generally have higher average incomes and allocate more time and money to sports each month compared to those who exclusively follow men`s sports.
These dual-interest fans spend an additional five hours per month on sports content and are 10 per cent more likely to be paid subscribers for sports content than fans who only watch men`s sports.
This broad appeal contributes to the commercial value of women`s sport as it continues to attract new audiences alongside its established fanbase.
However, the research noted that fans of men`s sports, regardless of gender, show a higher level of commitment to the sports they follow compared to fans of women`s sports.
Specifically, 59 per cent of women`s sports fans reported being committed to at least one women`s sport, whereas this figure was 93 per cent among fans of men`s sports.
“I enjoy watching football a lot, but I`d say I probably support the men`s more. I do support the women`s, but I think I definitely get more excited about the men`s,” shared a 35-year-old female.
This observed gap in commitment suggests potential for growth in women`s sports fandom through creating more engaging experiences and enhancing storytelling. Increased visibility is seen as crucial for future development.
What Women`s Sport Fans Value: Technical Skill and Relatability
The study further revealed that a majority of women`s sports fans particularly appreciate the technical skill, relatability, and inclusivity that distinguish these sports, underscoring that their interest transcends gender.
Football fans mentioned that part of the appeal of the women`s game lies in the players feeling more authentic and accessible.
“It`s a lot friendlier and more family-oriented… you get to see some of the England players who have done well in international tournaments quite close up, which you`d never get to do for men`s football,” stated a 49-year-old male.
“I watch women`s football more than I watch men`s because I find it entertaining, relatable to myself, and a breath of fresh air,” a 36-year-old female added.
Regarding golf, fans perceived the women`s game as more technically focused than the men`s.
“I understand a lot about golf. Women`s golf is technically a lot better than men`s golf. You learn a lot more about watching women`s swings than the men`s swings,” a 56-year-old male remarked.
Watching live matches is the primary factor driving passion among women`s sports fans, alongside consuming content that highlights players` abilities and personal stories.
However, findings indicate that women`s sports fans find it significantly harder to discover content featuring players` personalities and stories compared to fans of men`s sports, despite a strong interest in such content.
Only half of women`s sports fans reported easily finding content on female players` stories, in contrast to two-thirds of men`s sports fans.
“If I`m watching a player, I like to invest in them and know their story… then I feel like I can really support them,” explained a 35-year-old female.
This research underscores the broad appeal of women`s sport and demonstrates that fans value a diverse range of content, including live events and player narratives.
By fostering stronger connections and dedication, the industry can cultivate an even more passionate fanbase, ensuring long-term growth and success. Key factors for this include greater accessibility and visibility.
Upcoming Women`s Sport Highlights
- Football
- Women`s Super League: September – May
- Golf
- US Women`s Open: May 29 – June 1
- Women`s Open: July 30 – August 3
- Cricket
- England vs India T20: June 28 – July 12
- England vs India ODI: July 16-22
- England vs West Indies T20: May 21-26
- England vs West Indies ODI: May 30 – June 7
- The Hundred: August 5-31
- ODI Cricket World Cup: September 29 – October 26
- F1
- F1 Academy end of season: November 20-22
- Netball
- Netball Super League Grand Final: July 6
- Tennis
- US Open: August 24 – September 7
- WTA Finals: November 1-8
- Rugby League
- Women`s Super League: May 16 – September 14
Methodology Note
The study was conducted in July 2024 by Gemba, an independent authority specializing in fan-based insights, strategy, marketing, and communications. The research employed a mixed-methodology approach involving sports fans across the UK.
