It’s that time of year when we reflect on what’s passed and look ahead to what’s next. Through our research at Women’s Sport Trust, we’ve seen another year of growth in women’s sport – but it hasn’t been a simple upward curve. As the industry matures and continues to test and learn, progress won’t just be about bigger numbers – whether that’s fans in stadiums, viewers at home, or investors in clubs and athletes.
At Women’s Sport Trust, our job is to make sense of these shifts, to provide the independent insight, accountability and cross-sport perspective the industry needs as women’s sport grows in influence. Across our research, one theme cuts through: women’s sport is becoming more influential, more digital, and more audience-driven. 2025 showed what happens when athletes, fans and major events all collide.
The Rise of the Female Fan
Whether it is via broadcast or digital channels, more females are engaging with women’s sport and with female athletes than ever before. Over the summer, the UEFA Women’s EURO (44%) and Rugby World Cup (43%) had record female broadcast audiences, which only grew when it came to watching the final.
On social media, leading female athletes are driving high engagement among young females. Star players from the Rugby World Cup and Women’s EURO, such as Ilona Maher (41%) and Leah Williamson (32%), saw strong Instagram engagement from females aged 13–34, well above the official tournament Rugby World Cup (15%) and Women’s EURO (12%) accounts.
Why is this important and what does this mean going forward?
This matters because it signals a fundamental shift in the audience landscape for women’s sport. The rise of the female fan isn’t just about numbers – it’s about influence. As more women and girls engage, particularly younger demographics on social platforms, they shape conversations, drive cultural relevance, and create new commercial opportunities. Going forward, this means strategies must prioritise authentic storytelling, athlete-led content, and community-building initiatives that deepen loyalty and make women’s sport an integral part of everyday life.
Building Momentum from Global Success
Major global tournaments have proven to be game-changers, and this year was no exception. Our October Visibility Report highlighted that the two most-watched UK broadcast moments of the year to date were Lionesses matches, with the Women’s EURO final against Spain drawing a peak audience of 16.22 million and the semi-final against Italy reaching 9.88 million.
The Women’s EURO and Rugby World Cup didn’t just deliver record audiences via broadcast and in stadia; they drove engagement across digital platforms. Streaming surged, with 15.5 million streams of the Women’s EURO and 10.5 million for the Rugby World Cup on BBC platforms, with 20% of Women’s EURO streams coming from viewers aged 16–35.
The real test now is sustaining that momentum beyond marquee events. This is a chance for stakeholders to create year-round narratives, strengthen domestic competitions, and ensure fans have consistent access to high-quality coverage.
Consumers Valuing Women’s Sport Sponsorship
Women’s sport hasn’t only grown in awareness from a media perspective, but also when it comes to brands sponsoring in this space. Our Consumer Report, published in July, revealed that awareness of women’s sport sponsorship has reached 28.9 million UK adults, and 9.96 million consumers are more likely to buy from a brand that sponsors women’s sport (versus 8.38 million for men’s sport). Additionally, 30% of consumers think more favourably of companies that support women’s sport through sponsorship, compared to 20% for men’s sport.
Brands investing in women’s sport are seeing measurable returns in trust, emotional connection, and purchase intent. Beauty and lifestyle brands like Il Makiage and Clinique are achieving 70%+ positivity and up to 46% purchase consideration among those aware of their sponsorships. Not forgetting athlete-led sponsorships, which continue to stand out as particularly powerful. Among consumers familiar with these partnerships, 64% feel more positive towards the sponsor, especially when the sponsorship reflects identity, well-being, and representation alongside athletic performance. These athlete associations are also becoming a key route to building trust and relevance with younger, values-driven audiences.
Looking ahead, the opportunity for brands is clear: sponsorship in women’s sport isn’t just about visibility, it’s about values. Consumers are rewarding brands that align with identity, representation, and well-being, creating a deeper emotional connection. As women’s sport continues to grow, those who invest now will not only drive short-term returns but also build long-term brand equity in a market that prizes authenticity and purpose.
The Importance of the Female Athlete and Storytelling
It is then no surprise that the voices of female athletes are proving to be one of the most valuable investments in women’s sport. Their ability to connect through honesty, humour, and a refreshing openness offers something rarely seen in elite sport. A standout example is rugby’s Ilona Maher, whose Instagram audience is 78% female, with 41% aged 13–34. Her candid, relatable content demonstrates how personality-driven storytelling can engage younger female fans and create a deeper emotional connection, which is harder to achieve via official tournament accounts.
Amongst the wider elite female athlete body, and a big driver behind our Unlocked programme, Women’s Sport Trust’s previously unpublished research showed 72% of elite female athletes want to make an impact within society, but only 39% feel they know how.
Supporting athletes to use their voices isn’t just good storytelling; it’s core to growth. It is one of the most consistently effective ways to reach younger audiences, build trust and translate visibility into habit. And as athletes sit at the heart of women’s sport, ensuring they have the support, skills and platforms they need is essential to the sport’s long-term growth.
Looking ahead, What’s Next for Women’s Sport?
As we move into the new year, one thing is clear from Women’s Sport Trust’s independent insights: the data shows how the rise of women’s sport is driving deeper influence, stronger connections, and more authentic engagement.
The next phase isn’t about scale, it’s about depth. The organisations that invest in consistent visibility, athlete platforms and meaningful fan connection will be the ones that unlock women’s sport’s next chapter.