The Rising Popularity of Women's Sports: How Brands Can Join the Movement

Over the last few years, women’s sports have gone through a major cultural shift. In 2023, FIFA reported 3.2 billion views of social content for the Women’s World Cup, and the U.S. Open women’s final outperformed the men’s final in viewership. In 2024, the Paris Olympics had an equal number of male and female athletes competing for the first time, and the WNBA’s regular season attracted over 54 million unique viewers, a 170% increase from the previous season, and the league was cited as the fastest-growing brand in professional sports. ¹

On top of viewership, the following for women's sports is substantial and expanding. Globally, 62% of all sports fans and 64% of all daily Snapchatters follow women’s sports. ² Additionally, 56% of women's sports fans and 60% of daily Snapchatters who are women’s sports fans report that their interest is growing. ³

To better understand this shift, Snapchat partnered with Dentsu and Ipsos to conduct a global research study and survey of over 13,506 sports fans (13-44yo) across seven markets (US, CA, UK, FR, NO, AU and IN), including 10+ expert interviews across three regions. Here’s a snapshot of the main drivers behind this phenomenon:

1. A values-driven movement

Many fans are drawn to women’s sports because of their deeply-rooted values. Women's sports are driven by progressive values like social progress, empowerment, inspiration, and courage, setting them apart from the tradition- and heritage-focused nature of men's sports. They also foster a strong sense of community with athletes as its center — 57% of women’s sports fans agree that following athletes/creators makes them feel like part of a community ⁴ — providing a unique opportunity for brands.

Brand Tip: Ensure your brand aligns with purpose and act as a community builder — not just a sponsor — showing authentic commitment.

2. Social is the epicenter

Social platforms are the leading force in women's sports, acting as the primary channel for discovery and connection. They provide a critical spotlight for women's athletes and sports, democratizing visibility, bypassing traditional media gatekeepers, and making the sport more accessible. Social content is also the top source of influence for 44% of fans globally, allowing the sport and its athletes to build their own narratives and not rely on traditional media. ⁵

Brand Tip: Engage with these communities on platforms like Snapchat, where authenticity thrives. This is key to building a positive brand perception. 58% of women’s sports fans on Snapchat agree ‘Snapchat allows athletes/sports creators to be more authentic through sharing more real parts of their life compared to other platforms.’ ⁶

3. Athletes are becoming powerhouse creators

Female athletes are becoming powerful and trusted creators. A striking 77% of those who follow women's sports athletes/creators on social platforms report being positively influenced to discover, consider, or purchase items. Among daily Snapchatters who are women’s sports fans, this number increases to 83%. ⁷

While fans are initially drawn to female athletes for their skills and personal stories, they are eager to learn more about them beyond the sport they play. This provides a unique opportunity for brands to partner with athletes and reach their audience. 56% of women’s sports fans globally agree that ‘I’m more inclined to consider or purchase from brands that sponsor women’s sports.’ ⁸

Brand Tip: Partner with athletes and empower them as trusted influencers through a shared purpose. Learn more about how Snapchat and TOGETHXR are partnering together to empower female athlete creators.

4. There's still room to grow

To keep the sport — and the massive opportunity for brands — growing, women's sports need increased visibility. 71% of sports fans, whether for men’s or women's sports, agree that women’s sports will grow the more they are talked about. ⁹

The key is more media coverage, including TV, streaming, and social content, as well as addressing gaps between women’s and men’s sports.

Brand Tip: Brands can play a vital role by using advertising and sponsorship to support women's sports and promote positive social change. 70% of women’s sports fans agree that “brands have a responsibility to support women's sports and promote positive social change.” ¹⁰

The mandate to brands is clear: Don’t just watch the movement — help lead it.

Want to learn more about women’s sports on Snapchat? Contact your Snap Sales team!