Meet Gen W
A new generation of fans are the driving force behind the shifting landscape in women’s sports culture. We call these sports fans Gen W.
Why Gen W Matters for Brands
3.5x
more likely to buy a product promoted by a woman athlete than another type of influencer
4x
more likely to follow sports stars on social media
30%
more likely to engage with a brand than fans of men’s sports
67%
are earning more than $100k
Not Your Average
Sports Fan
Stories Product
Without a story, a product doesn’t mean much to Gen W, they crave an emotional connection.
Disruption Tradition
Gen W prefers disruptive and innovative experiences over traditional communication tactics.
Knowledge Uninformed
Gen W are progressive consumers who expect brands to stand up for shared values.
Experience Spectator
Fans don’t just want the game - they want a 360º brand experience for pre- and post-match immersion.
Community Competition
Gen W’s fandom isn’t about a game’s outcome. It’s about the community, connection, and belonging.
Good Energy
Linguistic analysis comparing social chatter among women’s vs men’s sports fans reveals more positivity among Gen W.
Social mentions around men’s leagues
1.5x
more likely to involve disappointment, shame, sadness
4.9x
more likely to be disparaging
Social mentions around women’s leagues
1.8x
more likely to evoke contentment
4.9x
more likely to express understanding, support, advocacy and encouragement
Explore the Rest of the Report
Paradigm Shift
Revealing the growth, fandom, and untapped brand opportunities in women’s sports.
