Horizon Sports & Experiences Wednesday unveiled & NOW, the agency’s new thought leadership series that bridges and explores the present and future of sports, media, and entertainment.
The debut report in the & NOW series, The Women’s Sports Opportunity, explores the transformative growth of women’s sports and highlights how brands can tap into this dynamic space for significant ROI.
“HS&E is committed to delivering insights that empower brands to make informed decisions and drive strategic growth,” said Kerry Bradley, senior vice president, Strategy, Horizon Sports & Experiences. “& NOW embodies our mission to identify and forecast trends that shape the future.”
Key highlights from the study include:
Viewership Growth
Women’s sports are experiencing an unprecedented surge in viewership, fueled by expanded media coverage and the emergence of new professional leagues. Discussions about and coverage of women’s sports, particularly basketball, are gaining traction across various platforms, signaling a cultural shift towards greater visibility and support.
*Momentum & Growth: Women’s sports viewership has grown by 80% over three years, led by NCAA women’s basketball (+145%), the WNBA (+76%), soccer (+99%), and volleyball (+126%).
*Rising Enthusiasm: 75% of general sports fans express excitement about the emergence of new women’s leagues and teams.
Valuable & Diverse Audience
Fans of women’s sports are highly engaged, diverse, and influential, making them an attractive target for brands. Women’s sports effectively engage a wide range of audiences, from older general sports advocates and younger, social media-savvy consumers to newcomers drawn by pop culture relevance.
*Diverse Demographics: Women’s sports fans are 55% male and 45% female, indicating an even more gender split compared to common perceptions.
*Affluent: Fans of women’s sports have higher average household incomes ($132K, 18% higher than the general population) and are more likely to hold a bachelor’s degree or higher education levels (45% have a bachelor’s degree or more, compared to 37% of men’s sports fans).
*Social Media Influence: The rise of social media is a key driver of audience growth for women’s sports. This group generates more likes, comments, and shares than fans of men’s sports and is approximately 40% more likely to purchase from sponsoring brands. Additionally, 87% believe social media plays a crucial role in promoting and highlighting sports content.
Brands’ White Space
As consumption habits evolve, advertisers seek diverse ways to engage audiences, expanding their reach and amplifying their messages. Women’s sports present an opportunity for brands to standout in a crowded marketplace.
*Fan Support for Sponsorships: More than 70% of fans believe companies should invest more in women’s sports, and 67% actively support sponsors of their favorite teams and leagues.
*Cost-Effective Impact: With lower entry costs than men’s sports, women’s sports offer high ROI for forward-thinking advertisers.
Explosive Growth in Betting
The evolving landscape of legalized betting is driving fan engagement and further boosting interest in women’s sports, marking a significant shift in market dynamics.
*Surging Volume: Betting on women’s sports has grown by 40% year-over-year.
*Record-Breaking Engagement: The NCAA Women’s Championship experienced a 500% year-over-year increase in bets placed, showcasing unprecedented fan engagement.
“The excitement around women’s sports, teams, and athletes is at an all-time high, proving this isn’t just a moment but a movement,” said Bradley. “The study offers stakeholders a deeper understanding of the untapped potential and immense opportunities for brands in women’s sports.”
