Parity Launches 2025 Report on Women’s Sports USA Growth

A groundbreaking new report highlights the rising influence of women’s sports in the US and reveals how fans’ trust in female athletes is shaping the future of brand partnerships.

The new study from women’s sports agency Parity is making waves in the sports marketing world, revealing that 68 percent of U.S. sports enthusiasts trust that female athletes genuinely believe in the products they promote. This finding, based on a national survey of nearly 2,400 U.S. consumers, including over 1,000 dedicated fans of women’s sports, highlights a growing opportunity for brands to connect authentically with a rapidly expanding and diverse fan base.

Leela Srinivasan, CEO of Parity, said: “There’s no shortage of headlines about women’s sports growth, but marketers need more than hype ,  they need direction. This report is designed to guide brands navigating the dynamic women’s sports sponsorship landscape, offering practical insights to build smart, effective strategies that give women’s sports fans what they want.”

• Women’s Basketball Leads the Pack: Women’s basketball continues to dominate viewership in the U.S., with 63 percent of female sports fans citing it as their top sport. This even surpasses men’s basketball among male sports fans, where the figure stands at 51 percent.

• Emergence of New Leagues and Regional Fandom: Leagues such as the Professional Volleyball Federation, USL Super League, and Professional Women’s Hockey League are gaining traction, especially in regions with local teams. Regionality is becoming a key driver of fandom and brand engagement.

• Trust in Female Athlete Endorsements Is Rising: The credibility of professional women athletes extends beyond just female sports fans. Sixty-eight percent of all respondents, male and female, said they trust that female athletes believe in the products they promote. Notably, even among those who never watch female-specific sports, 58 percent now express trust, up 6 percentage points from last year. The fastest growth was among men who watch female sports, with an 8-point increase to 74 percent, and among daily or weekly viewers, up 6 points to 84 percent.

• Top Sponsorship Categories: Apparel, Health & Beauty, and Food & Beverage are the leading categories most recognized by fans and most likely to influence purchase behavior. Women who watch female-specific sports are 40 percent more likely to purchase from apparel brands that sponsor women’s sports, while men are 28 percent more likely to buy from food and beverage companies with similar sponsorships.

• Athlete Partnerships Drive Purchase Decisions: Fans of all ages value brand partnerships with athletes more highly than sponsorships of teams, leagues, or tournaments. Forty-three percent of female sports fans and 67 percent of frequent women’s sports viewers say a brand’s partnership with a female athlete makes them more likely to make a purchase. Gen Z fans are especially drawn to digital activations, such as social contests, while Baby Boomers and older generations prefer purpose-driven efforts.

Leela Srinivasan, CEO of Parity, said: “This report reinforces what we’ve long known at Parity: athlete trust is a superpower. Fans don’t just watch, they believe in these pro women athletes. That authenticity is invaluable for brands, especially now as viewership across women’s sports is surging and becoming more diverse, from hoops to hockey. We’re also seeing the rise of regional fandom , new leagues and teams are rallying passionate local followings. The brands leading the way, particularly in Apparel, Health and Beauty, and Food and Beverage, are those leaning into this moment with intention. Fans have made it clear: they want athlete-led, meaningful engagement. The opportunity is wide open for brands to meet the moment and help shape the future of women’s sports.”

What This Means for Brands

Parity’s findings send a clear message: fans are seeking authenticity and meaningful engagement. Brands that partner directly with female athletes, especially in the most recognized categories, are poised to benefit from increased trust and purchase consideration. The data shows that athlete-led campaigns are not just more visible, they’re more effective.

As women’s sports continue to break viewership records and attract diverse audiences, the window is wide open for brands to engage in ways that resonate with fans and drive real-world impact.

The Parity survey, powered by SurveyMonkey, was conducted April 8-11, 2025, among a national sample of 2,385 U.S. adults.