For sport organizations wishing to build their female fan base, Deloitte’s Sports Fan Insights study reveals that sports fandom and engagement among women is driven primarily by youth participation, Olympic sports and social content. In fact, the research shows that female sports fans are just as engaged, if not more, than male sports fans.
WOMEN ARE MORE LIKELY THAN MEN TO FOLLOW:
• Volleyball
• Gymnastics
• Skiing
• Ice skating
• Swimming
• Diving
• Water polo
WOMEN ARE MORE LIKELY THAN MEN TO:
• purchase sports merchandise or memorabilia
• watch a sporting event on TV, online or in person
WOMEN FANS ARE INTERESTED IN BEHIND-THE-SCENES CONTENT:
• Athlete interviews
• Social media posts by athletes
• Social media videos
FEMALE RESPONDENTS BECAME SPORTS FANS BECAUSE OF…
36%…the influence of siblings or parents
27%…their childhood sports participation
TAKEAWAYS
Sponsor girls’ sports leagues to bolster youth sports participation, help drive brand engagement and to support corporate purpose initiatives.
Collaborate with athletes and their strategic partners to create viral advertising campaigns on social media and other emerging platforms.
Source: Deloitte Sports Fan Insights, 2023
Published March 2024
