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 [Research & Reports](/categories/research-reports)

 # The Commercial & Cultural Evolution of Women & Sports

 

##### Women are changing the economy and energy of global sports. Get the media intelligence brands need to reach these growth audiences.

 

 

 Oct 19, 2026 8:45 AM ET

  ![Female soccer player kicking a ball.](https://3blcdn.com/styles/carousel_2x/s3/2026-08/Womens%20Report_Nielsen_8.25.26A_1787580891.png)

 

[**Download The Commercial & Cultural Evolution of Women & Sports report**](https://www.nielsen.com/insights/2026/women-sports/)

Sports fandom is growing, and women are driving it, in women’s leagues and men’s alike. Our new report shows brands where the audiences are and how to win them.

- **46B** minutes of women’s sports viewed in 2025
- +**71%** viewing growth since 2022
- **122.5M** U.S. fans of women’s sports

### **The new majority**

Women’s sports have hit the mainstream, with record ratings, sold-out arenas and fans engaging across every platform.

- **28.3B** minutes viewed in 1H 2026, on record pace
- “No interest” in women’s sports fell nearly **20%** in three years
- **52%** of the U.S. population is interested in women’s sports

### **The crossover**

Female fans are among the fastest-growing audiences in men’s sports, and they bring serious buying power.

- **48%** of U.S. women are very interested in at least one sport
- **+107%** female viewership growth for the 2026 Men’s College World Series
- **56%** of recent U.S. sports fans are women

### **The commercial play**

Fans of women’s sports notice sponsors, act on values and buy. Investment here converts.

- **+120%** ad spend in women’s sports since 2022
- **30%+** of NWSL fans bought a brand after seeing an in-game sponsorship
- **60%** of women’s sports fans have switched brands over a company’s values

**Elevate your women’s sports strategy now.** [**Download the report**](https://www.nielsen.com/insights/2026/women-sports/)**.**



 

 

 

 

 

 

 

 [![Nielsen logo](/sites/default/files/Clients/Nielsen-Logo-2022.png)](/profiles/nielsen)

 

 

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