Women’s Soccer Fans: The Audience Marketers Can’t Afford to Miss
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Women’s Soccer Fans: The Audience Marketers Can’t Afford to Miss

Deborah Malone0Tagged , , ,

Something extraordinary is happening in women’s soccer — and smart marketers are starting to take notice. A new study from Parity confirms that fans of women’s soccer are not only passionate but uniquely positioned to reward brands with loyalty, trust, and purchase intent. For marketers searching for an engaged, values-driven audience, the message is clear: women’s soccer is the moment.

A Market on the Rise

The timing could not be better. With the NWSL (National Women’s Soccer League) now in its 13th season and the Gainbridge Super League entering its second, professional women’s soccer in the U.S. has evolved into a year-round platform for brand engagement. And globally, the stage is only getting bigger: the U.S. will host the 2026 FIFA Men’s World Cup, the 2028 Summer Olympics, the 2027 Women’s World Cup, and again the Women’s World Cup in 2031.

Add to that the expectation that the women’s soccer fan base will grow by nearly 40% worldwide by 2031, making it one of the top five sports globally.

With global tournaments on the horizon and year-round domestic leagues thriving, now is the moment for brands to act. As Parity’s CEO Leela Srinivasan notes: “There has never been more opportunity to invest in women’s soccer — and earn long-term loyalty in return.”

Why Women’s Soccer Fans Are Different

Parity’s survey of 2,400 U.S. consumers, including over 1,000 dedicated women’s sports fans, reveals just how distinctive women’s soccer fans are compared to other sports audiences.

DOWNLOAD THE SURVEY

  • Purchase Driven: More than 1 in 4 have purchased because of a sponsorship — making them 58% more likely to do so than fans of other women’s sports
  • Hungry for Investment: 60% say brands don’t invest enough, showing an untapped expectation
  • Trust in Athletes: 78% trust women athletes — the highest of any women’s sports fan base
  • Brand Halo Effect:
    • 51% trust brands more if they invest in women’s sports.
    • 64% see those brands as progressive.
    • 65% say they are proud to support them

“Trust in athletes translates directly to trust in brands,” says Risa Isard, Parity’s Director of Research & Insights.

Audience Overlap: Not Just a Women’s Sports Story

It’s easy to assume that women’s soccer fans live in a separate ecosystem, but the data tells a different story. Nearly two-thirds of U.S. soccer fans watch women’s soccer — with 38% watching both men’s and women’s matches

This overlap means that a sponsorship in women’s soccer often carries through to the broader soccer marketplace, including MLS, World Cup, and Olympic audiences. For brands, this multiplies the value of investment.

Categories Winning Fans’ Attention

Parity’s data also breaks down which sectors are making an impact with women’s soccer fans — and where untapped opportunity lies.

  • Apparel: 63% awareness. 40% say they are more likely to purchase as a result
  • Food & Beverage: 38% more likely to buy from a brand if it sponsors women’s sports
  • Health & Beauty: 57% lift in purchase intent; highly effective with product-focused activations
  • Travel: Fans are 1.9x as likely than other women’s sports fans to notice sponsorships
  • Technology: 1.5x as likely to notice tech sponsors; 62% say sponsorship influences purchases ….
  • Banking & Financial Services / Insurance: 1.4x as likely to notice sponsorships; align well with equity and empowerment messaging

Meanwhile, categories like automotive, retail, and restaurants remain largely untapped, presenting a first-mover advantage for brands willing to step in.

Strategies That Resonate

So how should brands show up? Fans gave clear answers:

  • Athlete Collaborations Lead: Nearly half of women’s soccer fans want to see product lines co-created with players. These collaborations are especially compelling for Gen Z, women, and BIPOC audiences
  • Cause-Driven Campaigns: Particularly effective for men and multigenerational households, cause initiatives deliver authenticity and community impact
  • Social Media Engagement: Giveaways and contests featuring athletes are another proven way to generate enthusiasm

Case Studies in Action

  • Modelo x Ali Riley: Even in pouring rain at the Concacaf W Gold Cup, fans engaged enthusiastically with activations led by the Angel City FC captain — a testament to athlete-led storytelling
  • ALIGNE x Gotham FC: Fashion brand ALIGNE partnered with Gotham FC to bring women’s soccer into New York Fashion Week, showing the crossover potential of apparel sponsorships
  • Microsoft Copilot x Team USA: By showcasing AI-powered wellness tools with elite women athletes, Microsoft demonstrated how technology partnerships can bridge sport and everyday life
  • Gainbridge & USL Super League: The first-ever naming rights deal for a U.S. women’s professional soccer league underscores how financial services can align with equity and empowerment

The Takeaway for Marketers

Women’s soccer fans are values-driven, loyal, and vocal — a community eager for brands to show up authentically. Sponsorships aren’t just about visibility; they deliver a “believability boost” that translates into trust, pride, and purchase intent.

For marketers seeking growth, cultural relevance, and measurable ROI, the pitch is wide open. The only question is: will your brand step onto the field?

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