What's Happening?
A recent report highlights the significant impact of women's soccer fans on brand loyalty and engagement. According to the report by Group 1001's Parity, women's soccer fans are notably more likely to purchase items from brands that sponsor their sport, with 25% of fans having made such purchases. This demographic is 58% more likely to buy than other women's sports fans. The report also reveals that 60% of women's soccer fans believe brands do not invest enough in women's sports, a sentiment expressed 35% more frequently than by fans of other women's sports. The overlap between fans of men's and women's soccer is substantial, with 63% of U.S. soccer fans watching women's soccer, including 38% who watch both men's and women's matches. This presents a unique opportunity for brands to engage with a dedicated and loyal audience as major events like the 2026 FIFA World Cup and the 2031 Women's World Cup approach.
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Why It's Important?
The findings underscore the potential for brands to enhance their market presence and consumer trust by investing in women's sports, particularly soccer. Women's soccer fans are described as highly engaged and loyal, making them a valuable target for sports marketing. Brands that sponsor women's sports are perceived as more progressive, with 64% of fans holding this view, and 65% expressing pride in supporting such brands. This suggests that brands can achieve a 'believability boost' by associating with women's soccer, which could translate into increased sales and brand loyalty. The report indicates that collaborations with women athletes are particularly effective, with apparel, health, beauty, and food and beverage brands seeing increased purchase likelihood among fans.
What's Next?
As the National Women's Soccer League (NWSL) continues its 13th season and the United Soccer League (USL) prepares for its second season of the Gainbridge Super League women's division, brands have the opportunity to expand their investment in soccer across both men's and women's games. This could lead to increased fan engagement and brand visibility during upcoming major events like the 2026 FIFA World Cup and the 2031 Women's World Cup. Brands are encouraged to place players at the center of their marketing strategies, as demonstrated by successful collaborations such as the Modelo-sponsored partnership with The GIST.
Beyond the Headlines
The report highlights the broader cultural and societal impact of investing in women's sports. By supporting women's soccer, brands contribute to the empowerment and visibility of female athletes, fostering a more inclusive and progressive sports culture. This investment not only benefits the brands but also supports the growth and development of women's sports, encouraging greater participation and representation.
