Deloitte forecasts that in 2024, for the first time, women’s elite sports will generate a revenue that surpasses $1 billion. That’s a 300% increase on the industry’s evaluation in 2021.¹

From the new Professional Women’s Hockey League and NCAA women’s basketball to the Women’s World Cup and superstar athletes in golfing and gymnastics, fans of women’s sports have a variety of thrilling, action-packed games to watch.

Marketers will be interested to see new data from our May 2024 survey, which has a sample size of over 6,000 people. Here’s a profile of women’s college sports fans. The information will help with creating marketing messages and advertising campaigns that will resonate with this important audience.

Who are the avid women’s college sports fans?
It’s tempting to think these sports fans are more likely to be women, but the avid women’s college sports fans are equally divided between men and women.

They are more likely to be under 44 years old.

They are slightly more likely to have gone to college with an average income.

Other interesting facts about this fan base. They are much more likely to:

• Attend a sporting event at 93% vs 19% for adults 18+
• Subscribe to a sports publication
• Follow teams on social media
• Subscribe to premium sports content 78% vs 32% for adults 18+
• Be avid fans of ALL other sports
• Watch sports documentaries especially college football
• Plan to watch the 2026 World Cup at 77%
• Be an avid Olympics fan at 68% vs only 21% for adults 18+
• Have higher than average viewing for cable, broadcast, and streaming tv
• Have higher than average usage of Facebook, Reddit, X (Twitter) and Instagram

How do avid women’s college sports fans follow their teams?
These fans are loyal and twice as likely as the average to say that they will watch the full season no matter who makes the playoffs!

To grab the attention of avid women’s college sports fans, please reach out for support with marketing to these loyal consumers at [email protected]. 

1 “Women’s sports could bring in over $1 billion in 2024—record-breaking viewership,” CNBC