From Moment to Mainstream
What International Consumers Really Think About Women's Sports
Women's sports are making waves - are you tuned in? Dive into our groundbreaking report to uncover the international state of women's sports fandom and what it means for marketers.
Partnering with SurveyMonkey, Parity surveyed over 14,000 people across seven countries to reveal the latest trends, from fan demographics to the influence of female athletes. Get ready to be informed and inspired.
In Our Survey of 14,000+ People, We Found That...
73%
watch women's sports (only 8% less than men's sports)
64%
believe there's not enough media coverage of pro women's sports
88%
think pro women athletes are impactful role models
73%
watch women's sports (only 8% less than men's sports)
64%
believe there's not enough media coverage of pro women's sports
88%
think pro women athletes are impactful role models
Explore More Research
This report is part of our ongoing research into the women's sports audience. See how international findings compare with our U.S.-specific research.
Are Brands Investing Enough in Women's Sports?
Our survey says no. Over 50% across all countries believe there's a gap in funding, with the French leading at 66%. Women are especially vocal, with 59% feeling the pinch compared to 47% of men.
The numbers speak volumes: Deloitte projects a 300% revenue increase in women's sports, yet it still makes up less than 1% of the global sports market.
Women's Sports Should Be a No-Brainer for Brands
Our survey confirms that women athletes are trusted influencers. Women's sports fans are nearly 3 times as likely to purchase a product recommended by a woman athlete rather than by another type of influencer.
Tying your brand to women's sports can also significantly boost brand image — and still be a fraction of a men's sports sponsorship (for now!).
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