Pocket Marketing Guide
Gen Z Edition: Your Next ROI in Women's Sports
Gen Z is redefining the game for culture, equality, and brands. With $12 trillion in projected spending power by 2030, this generation doesn't just follow trends — they set them.
Based on our survey of 2,400 U.S. adults, you'll discover:
- Gen Z believes women's sports sponsorships are queen behavior — and they reward brands that invest
- Top brand categories winning Gen Z's attention in women's sports
- Partnering with women athletes drives trust, relevance, and purchase intent among Gen Z consumers
- What 'authentic' really means to this generation and how to get it right
Gen Z Sports Fans, by the Numbers
77%
trust that women athletes believe in the products they promote
54%
say sponsorship of women athletes makes them more likely to buy from a brand
77%
trust that women athletes believe in the products they promote
54%
say sponsorship of women athletes makes them more likely to buy from a brand
Why Gen Z Fans Deliver ROI
The numbers don't lie: Gen Z doesn't just watch; they believe, buy, and advocate. They're more likely than any other generation to trust women athletes, reward brands that invest in women's sports, and describe those sponsors as progressive, authentic, and forward-thinking.
Go Deeper Into the Data
This marketing guide is part of our ongoing research into the women's sports audience. Explore the Gen Z findings and see how they fit into the bigger picture of what fans across sports want from brands.
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