Why women’s sports surge in popularity reflects a shift in our culture

As a queer woman, the journey through sports and societal norms has been both a personal challenge and an opportunity to witness the seismic shifts in our cultural landscape. My story is intertwined with the fabric of an evolving world where sports become a battleground for gender fluidity, inclusivity and the dismantling of archaic binaries. The world of sports is not just changing—it's championing a revolution that speaks directly to souls like mine. Women’s sports are experiencing an unprecedented surge in popularity and support, marking a significant shift in the cultural and sporting landscape. In London, Arsenal Women’s Football Club sold out Emirates Stadium against Chelsea, selling 59,042 tickets in December 2023—a first for a women’s soccer team playing in a “men’s” stadium. Remarkably, the team then did it again for its next home game in March. In the United States, the U.S. Women's National Soccer Team (USWNT) sold out Snapdragon Stadium in San Diego–all 31,528 seats—for a soccer game against Brazil on March 10. Also read: Inside agencies dedicated to women’s sports marketing The enthusiasm for women’s sports extends beyond soccer, as seen in basketball and volleyball. The University of Iowa women’s basketball team, led by phenom Caitlin Clark, has sold out every single one of its games–both home and away. Meanwhile, a women’s volleyball match in Nebraska against Omaha drew a record attendance of 92,003 fans—the largest crowd to watch a women's sporting event in the United States. See all of Ad Age’s 2024 Creativity Award winners here It's not just in-person events that are drawing attention. An estimated 10 million viewers tuned in to the 2023 women’s NCAA basketball championship game, the most-viewed college sporting event ever shown on the ESPN+ streaming service. “The Women’s Game,” hosted by Samantha Mewis, a retired member of the USWNT, was the No. 1 soccer podcast in the U.S. on March 13. According to Forbes, “Women’s sport experienced an incredible surge in viewership and attendance during the 2023 summer season across two major sports leagues, the National Women’s Soccer League and the Women’s National Basketball Association, as well as two major sport tournaments, the Women’s World Cup and the U.S. Open.” And Deloitte predicted that women’s elite sports will generate global revenues of $1.28 billion in 2024—the first time that annual global revenues for women’s sport will have surpassed $1 billion and at least 300 percent higher than Deloitte’s previous valuation in December 2020. But what's driving this astonishing growth? To quote Jo Paoletti, professor emerita in American studies at the University of Maryland: “This is the kind of cultural phenomenon that launches 1,000 dissertations.” Let’s delve into this not through the lens of academia, but through the perspectives of marketing and gender fluidity. The rise in popularity of women’s sports is intertwined with broader societal shifts toward embracing gender fluidity and breaking down longstanding gender roles. From Harry Styles to Lionel Messi, icons of popular culture are challenging traditional norms and embracing gender fluidity, whether through products they endorse or fashion choices they make. It would previously been unthinkable, for instance, for a men’s pro soccer team (much less Messi’s Inter Miami) to wear an all-pink kit. This cultural shift is reflected in the marketing strategies of major brands, which are increasingly recognizing and capitalizing on the growing interest in women's sports. As a brand strategist, it's evident that the surge in women's sports viewership and engagement is more than a trend; it's a reflection of a deeper, permanent shift in our cultural landscape. This presents an incredible opportunity for marketers to connect with audiences in meaningful ways, acknowledging and celebrating the achievements of women athletes and the changing dynamics of sports fandom. This brave new world of sports and culture, where gender roles are continuously being redefined, and the achievements of women athletes are celebrated more than ever, signals not just a change in the sports industry but a significant cultural shift that impacts us all. Check out the latest Ad Age events and award programs

Why women’s sports surge in popularity reflects a shift in our culture

Featured Stories