Fans of women’s sports are proving to be more globally connected, commercially engaged and increasingly valuable to brands, according to a new report released by Genius Sports.
The study, titled Turning Culture Into Commerce, highlights how women’s sports audiences are more likely to invest in athlete-driven products, merchandise and brand partnerships, extending their influence far beyond the traditional regional fan base associated with many teams.
Among the report’s most notable findings, fans of women’s sports are three times more likely than fans of men’s sports to purchase products from athlete-created brands. The research also found that consumers respond strongly to storytelling campaigns involving female athletes.
One example cited in the report is infant formula company Bobbie, which recorded a 33% increase in spending from women’s sports fans following a campaign featuring football star Alex Morgan.
Merchandise was also identified as a key cultural marker within women’s sports communities. According to the report, 88.6% of women’s sports fans consider fan apparel to be “culturally meaningful.” Although 51% of respondents have never attended a live event, 70% already own women’s sports merchandise.
The report also underlines the increasingly international appeal of women’s sports. Angel City FC has reportedly sold merchandise in 80 countries, while ownership of Minnesota Aurora FC includes investors from all 50 U.S. states and 19 different countries.
“This isn’t just about the game. It’s about being part of something bigger,” said Gina Waldhorn, Senior Vice President of Marketing at Genius Sports, emphasizing that women’s sports have become a cultural movement capable of generating loyalty, emotional engagement and long-term commercial value for brands.
As investment in women’s sports continues to accelerate, the report suggests that brands seeking authentic connections with younger and highly engaged audiences may find significant opportunities within the rapidly expanding ecosystem.