Debunking myths: Women’s sports fans are not niche says Sky Sports study

The Women’s Super League is available on Sky Sports [Picture: Charlotte Tattersall, The FA, Getty Images]

The study found that 80% of UK sports fans are interested in at least one men’s and one women’s sport, therefore debunking the myth that women’s sports fans are a niche group.

Carried out by the Gemba Group on behalf of Sky Sports, the research included over 2,500 sports fans with representation across all age groups, sporting passion, and a mix of those who pay and don’t pay for sports subscriptions.

This figure of 80% rises to 85% among the under-35’s category, revealing that women’s sports fans are not a minority audience.

While many women’s sports are attracting distinct groups of fans, both new and long-standing, the largest and most valuable audience today is people who follow both men’s and women’s sports, with fandom driven by a love of the sport itself rather than gender, and fans enjoy watching content that celebrates the skills and achievements of all athletes alike.

“I like watching football, regardless of the teams. [Women’s football] is the same game, the ideas and thought process behind the scoring and defending are the same,” said a 56 year old male who participated in the study.

The study also found fans of both men’s and women’s sports tend to have higher average incomes and spend more time and money on sports each month compared to those who only follow men’s sports.

Fans of both men’s and women’s sports spend five hours more on sports content per month and are 10% more likely to be a paid subscriber for sports content in comparison to those who only watch men’s sports. This broad appeal makes women’s sport commercially valuable as it continues to build new audiences alongside long-standing fans.

However, more men’s sports fans, regardless of gender, are committed to the sports they engage with compared to women’s sports fans. The research found 59% of women’s sports fans were committed to at least one women’s sport, but this figure rose to 93% among fans of men’s sports.

This commitment gap reveals there is room to deepen women’s sports fandom by creating more compelling experiences and through storytelling, and that visibility is key to unlocking future growth.

“I enjoy watching football a lot, but I’d say I probably support the men’s more. I do support the women’s, but I think I definitely get more excited about the men’s,” said a 35year old female that participated in the study.

Charley Hull of England celebrates an eagle on the 11th green on Day Four of the AIG Women’s Open at Walton Heath Golf Club on 13 August 2023 in Tadworth, England [Credit: Warren Little, Getty Images]

Football fans said part of the appeal of the women’s game was that the players felt more authentic and accessible. For golf, fans said the women’s game was more technical to watch compared to the men’s.

“It’s a lot friendlier and more family-oriented… you get to see some of the England players who have done well in international tournaments quite close up, which you’d never get to do for men’s football,” said a 49 year old male.

“I watch women’s football more than I watch men’s because I find it entertaining, relatable to myself, and a breath of fresh air,” added a 36-year-old female.

Watching live games is the biggest passion driver for women’s sports fans, alongside engaging with content that showcases players’ skills and stories.

However, women’s sports fans find content that includes players’ personalities and stories is much harder to find compared to men’s sports, despite there being a high interest in it. Only half of women’s sports fans said they were able to find content on female players’ stories easily, compared to two thirds of fans of men’s sports.

“If I’m watching a player, I like to invest in them and know their story… then I feel like I can really support them,” said a 35 year old female.

This research highlights the broad appeal of women’s sport and shows that fans value a wide range of content, whether that’s live viewing or player storytelling.

By fostering stronger connections and commitment, the industry can build an even more devoted audience of sports fans, ensuring long term growth and success, but greater accessibility and visibility are key.

For over three decades, Sky Sports has been committed to driving the growth and visibility of women’s sport, most recently announcing a historic five year partnership to show nearly 90% of all Women’s Super League matches from the 2025/26 season, with 78 fixtures shown exclusively.

Gemba, a leading independent authority that provides specialised services across fan-based insights, strategy, marketing, and communications, conducted a mixed-methodology study of sports fans in the UK, during July 2024.