A new study by women’s sports agency Parity found that 68 percent of U.S. sports enthusiasts trust that female athletes believe in the products they promote.

Parity surveyed nearly 2,400 U.S. consumers, including over 1,000 dedicated fans of women’s sports, spanning a diverse range of sports — including basketball, volleyball, tennis, soccer, golf, hockey, and softball.

The survey, collected in April 2025, examines where fan attention is trending, what builds trust, and how brands can engage in ways that drive real-world impact and purchase consideration.

“There’s no shortage of headlines about women’s sports growth, but marketers need more than hype — they need direction,” said Leela Srinivasan, CEO of Parity. “This report is designed to guide brands navigating the dynamic women’s sports sponsorship landscape, offering practical insights to build smart, effective strategies that give women’s sports fans what they want.”

Among the key takeaways in the “US Women’s Sports Report 2025: Give the Fans What They Want” include:

  • Women’s basketball continues to dominate viewership in the U.S., with 63 percent of female sports fans citing it as their top sport, surpassing men’s basketball among male sports fans (51 percent).
  • From the Professional Volleyball Federation to the USL Super League and Professional Women’s Hockey League, newer leagues are gaining traction, especially in regions nationwide with local team footprints. Regionality is becoming a key driver of fandom and brand engagement.
  • The influence and credibility of professional women athletes extend beyond female sports fans. Of the surveyed respondents, 68 percent, male and female, said they trust that female athletes believe in the products they promote. Among those who never watch female-specific sports, 58 percent of this group now express trust, up 6 percentage points from last year. The fastest growth was among men who watch female sports, with an 8-point increase to 74 percent, followed closely by daily or weekly viewers, up 6 points to 84 percent.
  • Apparel, Health & Beauty, and Food & Beverage are the leading three categories most recognized by fans and also most likely to influence purchase behavior. Women who watch female-specific sports are 40 percent more likely to purchase from apparel brands that sponsor women’s sports. Health and Beauty, as well as Food and Beverage, are not far behind, with sponsorship clearly impacting consumer decisions.
  • Sports fans of all ages value brand partnerships with athletes more highly than they value sponsorships of teams, leagues, and tournaments. Specifically, 43 percent of female sports fans and 67 percent of those who frequently watch women’s sports report that a brand’s partnership with a female athlete makes them more likely to make a purchase. Among age groups, Gen Z tends to lean toward digital activations, such as social contests, while Baby Boomers and older generations prefer purpose-driven efforts.

“This report reinforces what we’ve long known at Parity: athlete trust is a superpower,” said Srinivasan. “Fans don’t just watch, they believe in these pro women athletes. That authenticity is invaluable for brands, especially now as viewership across women’s sports is surging and becoming more diverse, from hoops to hockey. We’re also seeing the rise of regional fandom — new leagues and teams are rallying passionate local followings. The brands leading the way, particularly in Apparel, Health and Beauty, and Food and Beverage, are those leaning into this moment with intention. Fans have made it clear: they want athlete-led, meaningful engagement. The opportunity is wide open for brands to meet the moment and help shape the future of women’s sports.”

The survey, powered by SurveyMonkey, was conducted April 8-11, 2025, among a national sample of 2,385 U.S. adults.

Image courtesy Parity