Sports fans are a diverse and evolving audience. The rise of women’s sport in recent years has not only increased visibility for female athletes and role models, but also brought attention to a distinct and growing segment of sports fans. Understanding the differences between men’s and women’s sports fans is crucial for brands seeking to maximise the impact of their sponsorships.
With the Women’s EUROs 2025 and the Women’s Rugby World Cup 2025 on the horizon, a massive summer of women’s sport means brands have a unique opportunity to engage with a broad audience while championing inclusivity and gender equity. Win win.
How Men’s and Women’s Sports Fans Differ
Aside from the obvious demographic differences, it’s fan motivations and engagement habits that need to be considered most by brands.
Men’s sports have historically dominated the landscape, resulting in a fan base that spans across generations. Fans of men’s sports tend to have deeply entrenched loyalties, often passed down through families and this group is relatively consistent in terms of male dominance in its fanbase.
On the other hand, fans of women’s sports are a younger, more diverse demographic. Research shows that many women’s sports fans are under 35, with significant representation from women and other gender-diverse groups. Crucially, women’s sport is bringing in more individuals who are new to sports fandom, drawn by the broader cultural narratives surrounding women’s sports.
Values and Motivations
As mentioned, understanding the values and motivations is the key to lock of delivering sponsorship activity that really resonates with those key audiences.
Fans of men’s sports often prioritise the competition, history, and tradition associated with the game. They are drawn to the technical skill, athleticism, and rivalries that define high-profile matches.
In contrast, fans of women’s sports are often motivated by more than just the game itself. Inclusivity, representation, and community are major driving forces. Many fans appreciate the focus on the athletes’ personal stories and the broader push for equity in sports. This group tends to value authenticity and meaningful engagement from brands. You only have to listen to the crowd noise differences in men’s vs women’s football matches to recognise that the experience and atmosphere is entirely different.
Engagement and Consumption Habits
Fans of men’s sports typically follow long-established patterns of engagement – attending weekly games, watching live broadcasts and participating in fantasy leagues. They’re more likely to consume sports through traditional media like TV and radio. This is where that longevity and generational fandom becomes more apparent.
Women’s sports fans are digital natives, relying heavily on social media and streaming platforms to engage with content. They are active on platforms like Instagram, TikTok, and Twitter, where they not only follow games but also interact with athletes and fellow fans. This makes fans of women’s sport highly accessible through digital marketing and innovative campaigns.
Activating Sponsorships: Tailored Strategies for Men’s and Women’s Sports
Understanding the differences between these audiences is only the first step. To truly make an impact, brands must adapt their sponsorship activations to suit each group’s preferences and values.
Strategies for Men’s Sports Fans
- Focus on Performance and Legacy:
Sponsorships that highlight tradition and excellence resonate strongly with fans of men’s sports. Brands can associate themselves with historic teams, iconic players, or legendary events to emphasise their connection to the sport’s legacy. Showing you understand their connection to the club/team is crucial. - In-Stadium Activations:
Live experiences play a crucial role in engaging men’s sports fans. Brands can invest in stadium sponsorships, game-day activations, and VIP experiences to build a memorable connection with this audience. - Broadcast and Digital Advertising:
TV remains a powerful medium for reaching men’s sports fans, but so does social media highlight engagement. Brands should consider digital ad placements during games and leveraging social platforms for extended reach. - Merchandising and Loyalty Programs:
Exclusive merchandise, fan rewards, and discounts can build long-term brand loyalty. Partnering with teams or leagues to offer co-branded products can create a tangible link between the sport and the brand.
Strategies for Women’s Sports Fans
- Purpose-Driven Campaigns:
Women’s sports fans value authenticity and social responsibility. Sponsorships that champion equality, celebrate athletes’ stories, and invest in grassroots initiatives resonate strongly. Brands like Adidas and Barclays have successfully positioned themselves as advocates for women’s sports by focusing on empowerment and representation. - Athlete-Centered Partnerships:
Athletes in women’s sports often have strong personal brands, making them powerful ambassadors. Collaborating with these athletes can humanise a brand and foster deeper connections with fans. - Digital-First Activations:
Social media campaigns, influencer collaborations, and interactive content can effectively reach women’s sports fans. Platforms like TikTok and Instagram are ideal for creating engaging, shareable content that aligns with the values of this audience. - Community Engagement:
Sponsorships that support grassroots initiatives, local leagues, or youth programs demonstrate a brand’s commitment to growing the sport. This not only builds goodwill but also helps expand the fan base for women’s sports.
One brand doing this incredibly well is Il Makiage with Arsenal Women [IMAGE CREDIT: ARSENAL]
UEFA Women’s EUROs 2025 and Women’s Rugby World Cup 2025: Big Opportunities
The Women’s EUROs 2025 and Women’s Rugby World Cup 2025 represent more than just sports tournaments; they are cultural moments that highlight the growing prominence of women’s sports. These events are expected to attract record-breaking attendance and viewership- especially with the Lionesses looking to retain their title – offering brands an unparalleled platform to engage with fans.
The conversation around gender equity in sports has never been louder, and these events are at the forefront of this movement. Brands that actively support women’s sports are perceived as progressive and socially-conscious, qualities that resonate with younger, value-driven consumers.
Given women’s sports exponential growth in recent years, both in terms of participation and viewership, the 2025 events will simply continue this momentum, attracting not only die-hard fans but also new audiences curious about the evolving sports landscape. A huge opportunity for brands to expand their reach and consider opportunities that may not have felt right in the men’s game.
In short, the differences between men’s and women’s sports fans are a reflection of broader societal shifts in how sports are consumed and valued. By understanding these distinctions, brands can craft sponsorships that resonate deeply with each audience. Brands who have historically activated in the male sport space cannot simply copy and paste activity that has worked before inot the women’s game. The fanbase demands more of brands. For brands to truly engage with a passionate, growing audience, they must show efforts to make a meaningful impact on the future of sports. Forward-thinking sponsors that invest in these events will not only elevate their brands but also play a pivotal role in shaping the narrative of equality and inclusion in sports.
If you’re an existing brand looking to activate in the women’s sport space, or you’re considering how your brand can get involved, drop us a message at hello@hatch.group
All data is gathered via GWI
