• by Wayne Friedman , Staff Writer, December 4, 2024

Rising interest in women’s sports on TV from brands has resulted in over a 200% increase in total media investment compared to a year ago, according to Horizon Sports & Experiences.

In 2024, this has resulted in $32.2 million in media dollars for the NCAA, $20.1 million for the WNBA, $8.3 million for the NWSL (National Women’s Soccer League), and $6.4 million for PGA Women’s Golf.

But Horizon notes there is still a long way to go, with women’s sports only representing 2% to 4% of the $500 billion global sports market.

Currently, there are also lower levels of sports brand sponsorship clutter than in men’s sports -- just 1,028 brands for the WNBA, for example. By comparison, the NBA has 4,668.

Demand for women’s sports is rising. Overall TV viewership of women’s sport is up 81% over the last three years in persons two years of age and older -- 145% for women’s college basketball; 76% for WNBA, and 99% for women’s international/club soccer events.

Horizon says 25% of the U.S. population are fans of women’s sports -- 55% male and 45% female. This demographic/gender split is identical to that of men’s sports.

Women’s sports fans have slightly more favorable statistics with education and income than men’s sports -- 45% have a bachelor degree or higher (37% for men’s sports), while 67% have kids (65% for men’s sports) and average household income is $132,000 ($121,000 for men’s sports).

In addition, 44% are more likely to follow women’s sports on social media, while 13% are more likely to buy products from sports brands, 88% are more likely to buy licensed sports merchandise. Women's sports fans are 2.1 times more likely to bet on sports or fantasy sports.

Overall, Horizon says 67% of women’s sports fans say they “support” brands that sponsor their favorite athletes and teams.

Horizon’s consumer results came from a September 2024 survey of 1,049 adults.