Forget the Americanisation of men’s European sports, female supporters are leading cultural change.
Women are fast becoming one of the most valuable audiences in men’s sport, according to new data from CrowdIQ’s Quantifying Behaviour of Female Sports Fans report.
Nearly half of match attendees under 40 at men’s events are women; a group more likely to engage with clubs and leagues both in-stadium and online.
CrowdIQ also found female fans spend five times more per person than the average supporter, arriving earlier, staying longer, and buying more merchandise linked to campaigns and causes.
These purchases often carry cultural meaning beyond the game, strengthening community ties and brand loyalty while generating additional revenue for clubs and sponsors.
The report also identifies behavioural patterns that could shape future fan engagement — from women arriving early for warm-ups and fan experiences to their strong response to interactive and socially conscious campaigns.
Rising competition
Many women’s sports organisations already shape their events around these habits. Their matchdays often focus on fan experience and culture, similar to practices used in major American sports.
Industry leaders say this approach has helped drive growth. Queennie Porter, Vice President of West Ham Women, told Insider Sport last year women’s events often focus more on the overall fan experience than men’s matches.
This rise in quality is creating more competition. If men’s leagues do not keep female fans engaged, they could lose a valuable audience to fast-growing women’s competitions.
The WNBA All-Star Game saw viewership rise by over 300%, the NCAA Women’s Basketball Championship drew nearly 19 million viewers and the NWSL final averaged close to one million viewers.
In Europe, women’s football is also growing fast. The 2025 Women’s Euros broke records and even outperformed the men’s FIFA Club World Cup, which took place at the same time.
This attention has a big commercial impact. According to CrowdIQ, women’s sports are expected to bring in $2.35bn in 2025, representing a 25% rise from the previous year and the first time the sector has passed the one billion dollar mark.
