She’s got game: What can brands learn from women’s sports?

Few sectors offer more innovation and more underdog success stories than sport – and in recent years, women’s sports have offered more of both than the most die-hard fans could possibly hope for. 

The meteoric success of women’s sports has brought new leagues like the WSL into the spotlight, winning over thousands of fans in the process.

This summer alone, the women’s Euros pulled in over 16 million viewers for the final match, while the Women’s Rugby World Cup final became the most viewed rugby match of the year at a cool 5.8 million. As these tournaments become more popular, brands have more opportunities to get involved.

These tournaments and organisations continue to break the mould for sports sponsorship and marketing, and if there’s one thing I’ve learned in my work, it’s that whenever there’s a cultural movement, there are lessons to be learned.

In new research with Dentsu and Ipsos, we surveyed more than 13,000 sports fans across seven markets to understand exactly how women’s sports have taken such a foothold. 

More than three-fifths of self-declared sports fans reported they now follow women’s sports. It’s a movement that shows no sign of stopping: when we looked specifically at our own community, 60% of women’s sports fans reported that their interest is growing. 

Fandom, loyalty, and the incredibly lucrative world of sports sponsorship are changing rapidly, and the brands that understand why have the power to tap into the moment and replicate some of women’s sports’ success. 

The halo effect

Brands often talk about fostering community, investing in loyalty schemes, experiences and forums for their valuable customers, but women’s sports offers a direct line to a passionate and curious network. 

From Arsenal continually breaking WSL crowd records to the sold out Women’s Rugby World Cup final this summer, the growth of women’s sports feels like an exceptionally grassroots movement.

And there is a demand for brands to play a role: 69% of women’s sports fans want to see brands supporting communities around women’s sports and teams. The public can tell there’s a movement happening, and the stage is set for brands to tap into it and play a part authentically to a highly engaged audience. 

Following women’s sports might be some consumers’ first foray into sport fandom, but it’s not a lonely one.

57% of women’s sports fans told us that following athletes makes them feel part of a community. Perhaps that explains why 51% of women’s sports fans agree that women’s sports allow brands to connect more directly with customers than men’s sports do. 

When fans can’t buy physical tickets to a game, they are closer to the teams and athletes they love through digital spaces—rewatching highlights, following star athletes’ day-to-day lives, and messaging a mate throughout a game. This shift online is part of what has supercharged the momentum around women’s sports this decade, making it easier than ever for brands to be part of the moment. 

Where culture meets competition 

While men’s sports have long enjoyed established, often generational fanbases, women’s sports are broadening the horizon for what fandom can look like. Take Ilona Maher’s recent Barbie collaboration, or the way Emma Raducanu has transcended tennis to become a global style icon. 

These athletes have built devoted followings by understanding that there is a market not just for what they do on the field, but for who they are off it.

The sporting bodies behind them understand their value, continually switching up broadcast formats and digital strategies to ensure that personality, relatability, and the athlete economy are at the forefront. 

Even non-sports fans tune in for everyday training updates, skits filmed at training camps and in changing rooms, and glimpses of everyday life off the pitch. As creators in their own right, women athletes are the stars of women’s sports, and our research found that 85% of people who follow women athletes are more interested in their non-sporting content. By starting with the moments in between, these athletes bring sports deeper into culture.

For brands, this offers two golden opportunities. Firstly, athletes offer a masterclass in finding and winning new, loyal fanbases by tapping into culture—choosing personality and authenticity over rigid brand rules. Secondly, it opens the door for conventionally non-sports-aligned sectors, such as beauty or fashion, into the magical world of sports sponsorship. 

Cinderella story-telling 

On the path to women’s sports becoming mainstream, digital platforms have become critical in helping would-be fans fall in love with the games. Just over two-thirds (68%) of women’s sports fans watch women’s sports live, slightly lower than for men’s sports fans, leaving around a third engaging on demand and through other channels. 

And it’s no surprise that the funnel to fandom is changing: people used to discover a sport because their family or friends did, maybe they would catch a game by accident in the pub. Now, new fans can be reeled in with all forms of snackable content—highlights, interviews, or clips of influencers attending big games. 

The result is a community of sports fans who are incredibly open to discovery. Viewers no longer need to understand a sport in full to enjoy it – they’re engaged, curious, and happy to learn along the way.

A striking 71% of those who follow women’s sports athletes and creators on social platforms report being positively influenced to discover, consider, or purchase items. Whether it’s in sports or shopping, this curiosity drives conversions for brands.

The mandate for marketers is simple: don’t just watch the movement. Help lead it.

Platforms, streaming services, and creators have made sport more personal, accessible and varied than ever before. Sports organisations like the NFL, Wimbledon Tennis and Formula 1 are great examples of brands that take risks—going behind the scenes, trialling augmented reality tech and creator content to bring the in-stadia experience home for global fans, and investing in their sports stars to tell their stories as only they can. 

The playbook is being written again by the women who are redefining what it means to be a fan. Women’s sports continue to prove the power of authentic storytelling when it’s grounded in culture and community. It’s about building connections in new ways, boldly and with human stories at the heart. 

So let’s all learn from the success of women’s sport—or, better yet, let’s invest in it. 

Kahlen Macaulay is head of international sports partnerships at Snap Inc