“Coach, today we are going to make the impossible possible.” This quote was taken from a note written by #13 middle blocker, Briana Holman, as the Nebraska Women’s Volleyball team drew over 92,000 fans to Memorial Stadium in 2023 to break the world attendance record for a women’s sporting event.

Events in the realm of women’s sports in the last few years have continued to show us that the trend is accelerating. Women’s sports are gaining interest, viewership, media space, financial investment….and influence.

In this post, I want to highlight five trends that are being ushered in due to the growth of women’s sports.

Don’t miss the end of the article where I issue a strong recommendation about how we move forward in our ‘women’s sports era.’

Trend #1 – Growth in Media Coverage

A recent study by The Collective, the women-focused practice within Wasserman, suggests that the share of media coverage occupied by women’s sports has tripled in recent years. They approximate that women’s sports make up 15% of all media coverage. The increase was mainly driven by streaming and social media.

Historically, media coverage of women’s sports has focused less on their athletic ability and achievements and more on aspects of femininity and attractiveness. This de-emphasis of these athletes serves to perpetuate the historical belief that women’s sports aren’t as serious or don’t require the same degree of skill and athleticism.

Our hope is that, as media coverage of women’s sports continues to rise, the focus will turn to and remain on athleticism, performance, teamwork, philanthropy, and other benefits we know come from sports.

Trend #2 – Expanding Diversity of Partnerships

As a fanbase of greater diversity finds their home in the realm of women’s sports, they bring with them a diversity of interests, spending habits, and opportunities to engage with partnership organizations. In addition to traditional partnerships such as that between Air Canada and the Professional Women’s Hockey League, we’re also seeing more niche partnerships. For example, Angel City FC recently announced their partnership with NYX Professional Cosmetics.

We anticipate that the diversity of partnerships between women’s sports teams will continue to grow, along with the fanbase, and recent research suggests that these partnerships will pay off.

Trend #3 – Women-Centric Venue Design

To attract Season Ticket Members and single-game attendees, venues for women’s sports need to begin thinking from a women-centric lens. The needs and expectations of this uniquely different fanbase warrant new ways of thinking about venue design.

Safety for both athletes and fans who are women will be paramount. This includes safety in ingress and egress, transportation, and wayfinding. A child-friendly atmosphere that includes, at the very least, parking for strollers, and amenities geared toward women such as plentiful restrooms, breastfeeding facilities.

Trend #4 – Inclusive & Group Engagement Opportunities

In general, research tells us that women are more motivated and rewarded by social interaction. Our own research with clients in the sports industry suggests that fans who are women gravitate toward attendance with a group of friends or sports viewership that is surrounded by a more social atmosphere.

These findings point toward new opportunities for fan engagement that go beyond sight lines, hype videos, and meet-and-greets. Rather, ideating on opportunities to get groups of women engaged during and outside of game-day will help organizations capture the interest and loyalty of this growing fanbase.

Trend #5 – A Growing Importance of Data & Insight

It probably goes without saying that, historically, research has tended to focus on gathering the needs, expectations, outcomes, and preferences of men, assuming that women would likely have similar results (but possibly in a smaller package). To truly take advantage of the opportunity in front of us, we need to focus on and listen to women.

• What do fans who are women hope to see in media coverage?

• What activations resonate most with fans of women’s sports?

• How might game-day and beyond look different as we look to engage and inspire this new, growing fanbase?

• What physical and experiential elements help to smooth out attendance for guests who are women?

The future of women’s sports looks bright. Change and expansion is coming, and we can either rely on our past successes, or we can redesign our playbook to be part of this revolution.

About Sprocket

Sprocket is a consumer and fan insight firm based in Minneapolis, MN. We help sports organizations translate noisy consumer complexities into actionable insights. This valuable information equips our clients with the courage to be brave – challenging them to stand tall, seize opportunities, and play to win.

www.sprocketcx.com