The Untapped Power Of The Female Sports Fan
For years, sports marketing has overlooked one of its most passionate, influential, and growing audiences: women. It’s time for brands, teams, and leagues to recognise the economic and cultural power of the female sports fan.
The stereotype that women are passive or uninterested in sports is outdated and false. Whether it’s football, esports, basketball, or Formula 1, women aren’t just watching, they’re engaging, creating content, buying merch, betting, and leading communities.
According to Nielsen:
- 84% of general sports fans are interested in women's sports
- 63% of women say they watch sports at least weekly
- Female fans spend up to 30% more on merchandise when they feel represented
So why are they still being treated like an afterthought?
The female sports fan isn’t just consuming content, she’s a consumer.
- Women drive 80% of all consumer purchases
- Brands targeting women through sports see higher engagement and loyalty
- Apparel brands like Nike and Puma are seeing explosive growth through women-led campaigns and female athlete ambassadors
There’s a massive revenue opportunity here for leagues, broadcasters, and sponsors.
Women are leading sports conversations on platforms like TikTok, Instagram, and X. They're not just reposting highlights, they’re analysing plays, debating line-ups, and building communities.
- Women's sports TikTok content has over 3B views
- Female content creators are making sports more inclusive and accessible
- Esports and gaming audiences are increasingly gender diverse, with over 45% of gamers globally being women
When women see themselves in sports, as fans, players, analysts, or even referees, it sparks change.
- When the Lionesses won the Euro 2022, women’s football viewership and grassroots signups surged
- In South Africa, the rise of Banyana Banyana has ignited interest beyond just women’s football, and it’s sparked a movement
More investment in women’s leagues, coverage, and storytelling will unlock the next generation of super fans.
This is what brands and sports properties need to do:
1. Ditch the tokenism. Representation needs to be consistent, not just during “Women’s Month.”
2. Invest in female athletes and influencers. Give them the platform and pay they deserve.
3. Create content for HER. Authentic, nuanced storytelling.
4. Activate communities. Build digital spaces and real-world experiences designed with female fans in mind.
5. Back Women’s Sports Consistently, Not Just When It’s Trending. Don’t wait for major moments like World Cups. Invest in the everyday journey — from schools to pro leagues.
Local examples:
- Hollywoodbets has become a major sponsor across South African women’s football, including Banyana Banyana and the Hollywoodbets Super League. Their visibility is year-round, not just during tournaments.
- Spar Proteas (Netball SA) have a long-standing title sponsor in SPAR, supporting both elite and community netball structures.
South African sportswomen have incredible stories — resilience, identity, excellence — just waiting to be told well.
- Nike South Africa featured Caster Semenya in a powerful “I Am Unstoppable” campaign — bold, personal, and unfiltered.
- Telkom has championed storytelling through platforms like the TNL and Netball World Cup 2023 content series, highlighting players’ journeys from townships to national stages.
Women in SA are dominating sports content on social media — TikTok, YouTube, Instagram — across football, netball, cricket, and lifestyle.
- The rise of digital creators like Carol Tshabalala, Zintle Mpupha, and Poppy Ntshongwana proves that local female voices drive engagement, from analysis to fashion to athlete interviews.
- Momentum’s “She Owns Her Success” campaign tapped into both athletes and creators, blending financial literacy and empowerment with sport.
Collaborate, Don’t Just Sponsor. Partner with women’s sports orgs, amplify their missions, and support long-term development.
Local Example:
- Sasol’s sponsorship of Banyana Banyana spans over 14 years, one of SA’s longest continuous sports sponsorships, including investment into grassroots and the Sasol League.
The future of sports fandom is diverse, digital, and deeply female. This isn’t just about inclusion, it’s about innovation, growth, and building the next era of fandom. The female sports fan isn’t a niche. She’s the next frontier.