Why Women’s Sports Are the Next Marketing Frontier, Report

With fandom evolving and cultural relevance on the rise, women’s sports are fast becoming one of the most valuable frontiers in modern marketing. Creative and innovation agency Barbarian and fan-first sports media brand The GIST have partnered to launch the official guide to women’s sports marketing for brands. Their new report, Women’s Sports: Where Smart Brands Win, is accompanied by the Future of Fandom in Women’s Sports Survey—a data-driven look at the trends and behaviors shaping the future of women’s sports.

Women’s sports are at a tipping point, driven by passionate fans, cultural momentum, and digital engagement. Barbarian and The GIST’s research highlights a unique opportunity for brands to connect authentically with this rapidly growing movement.

Jo Hayes, Executive Director of Strategy at Barbarian, said: Women are redefining what it means to be a sports icon, while women's sports continue to pave the way within the landscape. Our report highlights a distinct and unique moment for brands to authentically connect with this movement and be part of the cultural shift that we're witnessing. The opportunity to engage with this growing wave of influence is now, and it will only get stronger from here on out.

4 Fan Shifts Every Brand Should Know About

Drawing on survey responses from 827 participants, the report identifies four key shifts transforming how fans engage with women’s sports:

1. The Rise of "Off-the-Field Fandom"

Fans are looking beyond the scoreboard. 79% of women value both game highlights and personal stories, seeing athletes as 360-degree icons—think WNBA star A’ja Wilson, whose impact extends far beyond the court. Today’s fans want to know the person behind the player, making authenticity and storytelling essential for brands.

2. Fandom Intersects with Social Progress

Women’s sports fans are passionate about more than just the game. Body positivity (66% engagement) and mental health advocacy (65%) are nearly as important as traditional metrics like win-loss records (69%) to younger generations. This shift means brands that align with social causes and champion athlete well-being can build deeper, more meaningful connections.

3. The Watch Party, Reimagined

Where fans gather is changing. Millennials and Gen Z women increasingly prefer celebrating in women’s sports bars (37%) compared to older generations. Attendance and community are signs of devotion, and brands have an opportunity to create unique, inclusive experiences that resonate with this new era of fandom.

4. Meet Gen W: The New Audience

A new generation of sports fans—dubbed Gen W—are driving the cultural shift in women’s sports. Fans of women’s sports are 3.5x more likely to promote a product endorsed by a woman athlete, four times more likely to follow sports stars on social media, 30% more likely to engage with a brand than men’s sports fans, and 67% earn more than $100k. Brands that understand and engage Gen W are poised to lead the way in this evolving landscape.

The Influence of Women Athletes

Female athletes, creators, and influencers are now at the center of sports conversations. From Angel Reese to Mariah Rose and Coco Gauff, women are changing the narrative. Olympians like Simone Biles, Sunisa Lee, Sha’Carri Richardson, and Ilona Maher are fueling excitement and dialogue ahead of the 2024 Summer Olympics.

Trends: New Icons, New Spaces

The past year has seen women athletes emerge as cultural leaders, redefining modern womanhood and motherhood. The rise of inclusive fan spaces (like women’s sports bars) and bold contributions to beauty, fashion, and social causes are reshaping the sports landscape.

Jacie deHoop, Co-Founder of The GIST, said: The digital era has completely transformed sports culture, making it more accessible than ever. Today's fans can connect directly with the stories, athletes and teams they care about through platforms that put them in the driver's seat. For women's sports, this means real, powerful growth driven by a community of fans who feel seen and heard. I'm excited to see digital media continue to fuel this movement and drive inclusivity in sports, bringing the stories and excitement of women's sports to an even wider, more passionate audience.

What’s Next for Brands?

The full Women’s Sports: Where Smart Brands Win report dives deeper into these shifts and what they mean for brands. As women’s sports gain visibility and equity, the research points to a future of greater investment, opportunity, and cultural relevance for brands willing to engage authentically.