Fans of women’s sports (FoWS) are buying, collecting, investing, gaming, traveling, and supporting brands in ways that challenge many of the assumptions marketers still make about sports audiences.
The fifth edition of The Fan Project: Turning Culture Into Commerce from Genius Sports analyzes billions of consumer transactions to uncover the behaviors, communities, and commercial signals shaping women’s sports fandom. These eight statistics reveal where fandom is creating measurable value for brands.
1. FoWS are 3.4x more likely to purchase from POP MART.
Collectible culture is becoming part of the fan experience. From limited-edition drops to fan-driven communities, women’s sports fans are increasingly participating in the same collecting behaviors that are shaping broader consumer culture.
2. FoWS are 3x more likely than fans of men’s sport to buy from player-created brands.
Athletes are becoming trusted businesses – not just endorsers. When players launch products rooted in their own experiences, fans are more likely to follow them into commerce.
3. FoWS spend up to 71% more with brands that support athlete-led leagues.
Sponsors of properties like Unrivaled, Athletes Unlimited, and the KC Current are seeing stronger spending and purchasing behavior from fans than the general population. Fans are rewarding brands that invest in the future of women’s sports.
4. FoWS increased their spend with Bobbie by 33% following Alex Morgan’s partnership with the brand.
The strongest athlete partnerships often extend beyond awareness and into consumer behavior. For fans, authenticity matters, particularly when athletes are speaking to experiences they have lived themselves.
5. FoWS are 2.6x more likely to attend concerts and festivals than general sports fans.
This audience already has a strong appetite for live experiences. The opportunity for brands extends beyond sponsorship into creating moments, communities, and environments fans actively want to be part of.
6. Only 7% of FoWS follow a team because they live nearby.
Women’s sports fandom is less tied to geography than traditional sports models suggest. Fans are increasingly connecting through shared values, players, and cultural affinity rather than proximity.
7. FoWS who play video games place 50% more sportsbook bets than FoWS who don’t game.
Fans of women’s sports who play video games represent a highly engaged and largely untapped sportsbook audience. Compared to those who don’t game, they interact with sportsbooks more often and spend more when they do.
8. FoWS are 8.7x more likely to spend on apparel brand Peace Collective.
Merchandise is evolving from team gear into cultural expression. Fans are increasingly seeking products that communicate identity, belonging, and participation in the broader women’s sports movement.
Taken together, these findings point to a fan base whose value extends well beyond viewership. Women’s sports fans are shaping consumer behavior, building communities, supporting athlete-led ventures, and creating new opportunities for brands willing to understand what drives their fandom.
Download The Fan Project: Turning Culture Into Commerce to explore all eight trends shaping the future of women’s sports fandom.
