New study finds crossover fans of men’s and women’s sports are driving the next wave of growth and commercial opportunity
Women’s sports are experiencing a surge in popularity, and a new study from Sky Sports and global sports insights agency Gemba sheds light on the powerful role fans are playing in that rise. The report, Women’s Sports Fandom: Unlocking the Next Level, identifies a new wave of passionate, commercially valuable fans reshaping the landscape of sport.
New research from Sky Sports, released today, shows that women’s sports fandom is far from niche. In fact, 80% of UK sports fans are interested in at least one women’s sport. While women’s sports are drawing in distinct groups of fans—both new and long-standing—the largest and most commercially valuable audience today is made up of those who follow both men’s and women’s sports. These crossover fans watch an average of five more hours of sport per month and are 10% more likely to pay for sports subscriptions than fans who follow only men’s sport.
“Fans are no longer separating sport by gender—they’re following what inspires them,” said Jonathan Licht, Managing Director of Sky Sports.
“This research reinforces our belief that women’s sport has a powerful and sustainable place at the heart of the sporting landscape.”
These fans are particularly drawn to the unique stories, talent, and authenticity on display in women’s sport, which helps foster a deeper emotional connection to the game. This connection represents a significant opportunity to grow their commitment even further—through better visibility, storytelling, and immersive experiences.
As the UK’s biggest investor in women’s sports rights, Sky Sports is proud to share these insights and support the industry in maximising the full potential of this rapidly growing fandom.
Key Findings:
- Crossover fandom is dominant: 80% of sports fans follow at least one men’s and one women’s sport.
- Young fans lead the shift: Under-35s are more likely to follow women’s sport, with Gen Z in particular closing the gender gap in fan behavior.
- Emotional connection is growing: Fans value women’s sport for its authenticity, skill, and relatability.
- Visibility remains a barrier: Over 40% of fans find it harder to access content for women’s sports compared to men’s.
- Live experiences matter: Watching games live is the biggest driver of fandom and connection.
While interest is growing, the report highlights a “commitment gap”—with only 59% of fans considering themselves emotionally committed to a women’s sport, compared to 93% for men’s. The research urges rights holders, broadcasters, and sponsors to deepen engagement through compelling storytelling, better access to content, and enhanced live experiences.
“The next phase of growth won’t just come from attracting new audiences, but from engaging the ones who are already here,” said Andrew Condon, Managing Director of Gemba UK.
“These fans aren’t casual viewers—they’re passionate, loyal, and ready to support women’s sport if the industry meets them halfway.”
Sky Sports and Gemba call on the sports industry to act decisively, investing in visibility, content, and inclusive experiences to close the gap and realize the full potential of women’s sport.
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