Women's sports are making waves - are you tuned in? Dive into our groundbreaking report to uncover the international state of women's sports fandom and what it means for marketers. Partnering with SurveyMonkey, Parity surveyed over 14,000 people across seven countries to reveal the latest trends, from fan demographics to the influence of female athletes. Get ready to be informed and inspired.
73%
watch women's sports (only 8% less than men's sports)
64%
believe there is insufficient media coverage of professional women's sports
88%
think professional women athletes are impactful role models
~3x
more likely to purchase products recommended by women athletes
50%+
across all countries believe funding gaps exist between men's and women's sports
300%
revenue increase projected by Deloitte for women's sports
This international survey captures perspectives from consumers across multiple countries, revealing the true scale of women's sports fandom and the massive opportunity for brands willing to invest.
Despite comprising less than 1% of the global sports market, women's sports viewership is surging. Consumers are not just watching — they are demanding more coverage, more investment, and more authentic brand participation.
59% of women feel the funding gap between men's and women's sports, compared to 47% of men. This awareness is driving consumer behavior and creating a powerful incentive for brands to act.