Tech behind the triumph: How AI is igniting new growth in women’s sports coverage according to Magnifi
By Meghna Krishna, Magnifi group chief revenue office.
For decades, women’s sports were relegated to the margins, seen as an afterthought to the main event. But, today, the tides have turned.
Women’s sports are now drawing record breaking audiences, setting attendance milestones, and captivating fresh fan bases across the globe. In the UK alone, millions are tuning in to women’s leagues with an excitement once reserved only for men’s teams. Yet, this isn’t just another fleeting trend, women’s leagues are poised for a golden age, starting now!
Breaking barriers
From amateur courts to global stadiums, women athletes are rewriting history. Names like Serena Williams, whose legacy transcends tennis, inspiring a generation of young women worldwide, are now emerging across games and geographies. Be it hockey arenas or pickleball courts, stories like hers are multiplying, and fans are paying attention.
The upcoming launch of the Women’s Elite Rugby League in the US in 2025 demonstrates how women’s rugby is breaking geographical barriers and reaching new audiences worldwide. Meanwhile, pickleball – America’s fastest-growing sport – is also seeing a significant rise in participation and viewership, largely driven by female players. These trends underscore the diversity and inclusivity fuelling the popularity of women’s sports today.
The upward momentum is equally evident in hockey, where the Professional Women’s Hockey League (PWHL) recently debuted with a record-breaking attendance and a sizable television audience, proving the appeal of women’s sports across both online and offline platforms. Additionally, the WNBA’s expansion into Canada represents a historic step forward, with Toronto set to host its first franchise in 2026. These milestones reflect a growing acceptance and enthusiasm for women’s sports, transcending traditional boundaries and resonating with fans around the globe.
What does the boom in women’s sports mean for broadcasters?
Women’s sports are not just reshaping fandom; they’re expanding its boundaries. As per a recent report [Women’s Sport Trust 2023] 1.8 million viewers tuned into the Women’s Euros but skipped the men’s FIFA World Cup. This isn’t an anomaly; it is a signal of shifting viewer preferences and the growing clout of women’s sports as a distinct draw. This is not about splitting the same pie; it’s about baking a bigger, more inclusive one.
For broadcasters, this represents not just an audience but a movement waiting to be amplified. The women’s sports ecosystem, still in its growth phase, offers a great deal of room for innovation, whether through targeted content strategies, exclusive storytelling, or immersive fan experiences. Unlike the well-trodden paths of men’s sports, women’s sports offer a blank canvas to create novel narratives and lasting legacies.
Most importantly, women’s sports provide access to an audience that is young, diverse, and increasingly loyal. Recent data from the Women’s Sport Trust [2024] shows that women’s sports events attracted an unprecedented 46.7 million viewers in the UK in 2023 alone. This viewer base is also undergoing a 16% year-on-year growth, further cementing the fact that interest in women’s sports is on a steep upward trajectory. This momentum isn’t merely a chance to capture viewers; it is an opportunity to invest in long-term engagement and growth, building a dedicated fanbase that values authenticity and inclusivity.
Driving the future
As women’s sports continue to grow, so does the opportunity to revolutionise how fans engage with them. The question is not whether women’s sports will grow but how broadcasters can position themselves at the forefront of this dynamic evolution. AI is already reshaping how sports content is created and consumed, but its potential with women’s sports is boundless.
Here’s how:
Hassle-free personalisation
AI allows for real-time, hyper-personalised content delivery, creating highlights tailored to individual fan preferences. For women’s sports – particularly niche or emerging ones – this is a game changer. A quicker turnaround time and more nuanced personalisation ensure that fans are not just watching but deeply engaged, building loyalty and encouraging repeat interactions. For smaller sports, where retaining viewers can be challenging, this level of personalised engagement is invaluable.
Optimised monetisation strategies
Historically, women’s sports have faced hurdles in securing advertising and sponsorship deals comparable to men’s sports. AI-driven insights can change this by identifying audience segments and tailoring campaigns to maximise sponsorship value. From smarter ad placements to data-backed social media strategies, AI opens doors to monetisation avenues that can significantly level the playing field for women’s sports.
Broader and inclusive coverage
One of AI’s most impactful contributions is its ability to expand coverage efficiently. Women’s sports have often been limited to the most high profile events, leaving many stories untold. With AI, creating and distributing highlights for a diverse range of sports becomes scalable. This not only ensures that smaller fan bases are engaged but also promotes inclusivity and diversity in sports broadcasting, which is a crucial step toward reshaping the narrative around women’s sports.
AI isn’t just helping women’s sports grow, it is transforming the process. By breaking barriers of visibility, accessibility, and monetisation with minimal resource investment, it is enabling growth quicker and deeper than what was possible before. From personalised fan experiences to cost-effective content solutions, the next generation of women’s sports is all set to be AI-conic.
The rise of women’s sports marks a pivotal shift in the global sports landscape. With record-breaking viewership, new leagues, and untapped potential, the momentum is undeniable. For broadcasters and stakeholders, the opportunity lies in harnessing this growth. By leveraging AI and automation to deliver personalised content, expand coverage, and drive smarter monetisation, women’s sports can continue breaking barriers and building a legacy of inclusivity and innovation.