Data: Men Are Becoming Bigger Fans Of Women's Sports

Women's sports have exploded in recent years, and that growth is not simply due to entities like the WNBA and NWSL (plus women's college sports) appealing to more women. New data from Paramount Advertising's For the Win report reveals that part of women's sports growth is coming from gaining more male fans.

• According to a 2024 Paramount study, 52% of all women's sports fans are men (though that also means that 48% are women, allowing women's sports a lot of room to grow as a mass-market opportunity for networks and advertisers).
• Paramount also found that men are 11% more likely to be a women's sports fan.
• And an MRI study cited by Paramount shows that men are 23% more likely to say their interest in women's sports has grown in the last year (which tracks with an eye-test or the growth in the value of women's sports franchises over the last couple years).
• Growth for women's sports may just be getting started as well, as coverage climbs, brand sponsors are growing too, which is even leading to a surprising venue construction boom according to recent AP reporting.