Women's sports marketing: brands tap into rising trend

Creative agency Barbarian and sports media brand The GIST have released a report, "Women's Sports: Where Smart Brands Win," analyzing trends in women's sports fandom. The study includes the "Future of Fandom in Women's Sports Survey," providing data-driven insights. The report highlights an opportunity for brands to engage with audiences authentically in this evolving space. The research identifies a new generation of sports fans, Gen W, who are driving the shift in women's sports culture. These fans are more likely to promote products endorsed by female athletes. They are also more likely to follow sports stars on social media and engage with brands compared to men's sports fans. The study reveals that fandom now intersects with social progress. Body positivity and mental health advocacy are important to younger generations. Female athletes are emerging as cultural leaders, influencing fashion and social ecosystems. The report emphasizes the increasing visibility, equity, and long-term opportunities within women's sports.