## From Sidelines to Spotlight: Are Women’s Sports Finally Gaining Traction?
For years, the roar of the crowd has been deafening for men’s sports, while women’s athletic achievements often played out in the relative quiet of the sidelines. But a new tide may be turning. A recent AP-NORC poll reveals a significant shift: 3 in 10 US adults now follow women’s sports, a number that signals potential growth and a changing landscape.
The Gap Between Men’s and Women’s Sports Fandom
A recent poll by Unionjournalism highlights the persisting gap in popularity between men’s sports and women’s sports. According to the poll, about 3 in 10 U.S. adults follow women’s professional or college sports “extremely,” “very,” or “somewhat” closely. While this number is lower than the share who follow men’s sports by the same measurements – about half – it also indicates that women’s sports are gaining traction.
The Popularity Gap: Men’s Sports Still Dominate, But Women’s Sports Are Catching Up
The poll found that men’s sports at both the collegiate and professional levels remain more popular than women’s sports. Approximately one-third of U.S. adults said they watch, listen to, or read about men’s collegiate sports at least “somewhat” closely, and more than 4 in 10 say they follow men’s pro sports. In contrast, about 2 in 10 say they follow women’s collegiate sports at least “somewhat” closely, and a similar share say they follow women’s pro sports.
However, the gap is narrowing. The increased investment in women’s sports, the University of Iowa phenom-turned-WNBA star Caitlin Clark, and the growing streaming availability, international success, and name, image, and likeness deals have elevated the value and viewership of women’s sports.
“Growing up, I feel like the only sports I was able to really see on TV were men’s – which is fine, I like men’s sports,” said Meghan Sells, a physician’s assistant and self-described lifelong sports fan. “But I enjoy watching women’s sports more. … I think the more that you see it on TV, the more you’re going to have younger people interested in it.”
The Overlap Between Fandoms: Women’s Sports Fans Are Also Men’s Sports Fans
The poll found that women’s sports fans – those who follow women’s sports at least “somewhat” closely – are different from men’s sports fans. Fans of women’s sports, while not a majority-female group, are more gender balanced than men’s sports fans. Those who follow women’s pro sports also are more casual in their fandom than men’s pro sports fans, tending to say they attend or watch games occasionally rather than frequently.
People who follow men’s sports, by contrast, are more likely to identify attachments to teams as opposed to players. Furthermore, around half of fans of women’s sports are male, the survey found, compared with about two-thirds of fans of men’s sports.
This could be due to the overlap between the fandoms: About 90% of U.S. adults who follow women’s sports at least “somewhat” closely also say the same about men’s sports, though about half of people who follow men’s sports said they also followed women’s sports.
Implications and Practical Aspects
The growing interest in women’s sports has significant implications for teams, advertisers, and the future of the sport itself.
Riding the Wave: Teams and Advertisers Tap into the Growing Interest in Women’s Sports
The increased popularity of women’s sports has led to more opportunities for teams and advertisers to capitalize on the trend. The WNBA, for instance, is expanding, with the debut of a new franchise – the Golden State Valkyries – and an increase in the number of regular season games from 40 to 44. In 2026, two additional teams will join the league, including one in Portland, Oregon.
Sells, who has been in the city for about a decade, said she is prepared to get season tickets. The increased investment in women’s sports has also elevated the value and viewership of women’s sports.
The Future of Women’s Sports: What’s Next for the Growing Fan Base?
As women’s sports continue to increase in popularity and accessibility, a relatively large share are casual fans. While close to 9 in 10 of both men’s and women’s pro sports fans say they frequently or occasionally watch, listen to, or read about their respective professional sports, the growing interest in women’s sports has significant implications for the future of the sport.
Experts predict that the growing popularity of women’s sports will lead to increased investment in the sport, leading to more opportunities for women athletes and more competitive matches. The increased viewership and interest will also lead to more advertising revenue, further solidifying the position of women’s sports in the sports industry.
Conclusion
In a groundbreaking AP-NORC poll, a staggering 3 in 10 US adults have been found to follow women’s sports, a significant milestone in the long-overdue recognition of women’s athletic achievements. The poll highlights a gradual shift in public perception, as more Americans begin to acknowledge the importance of women’s sports and the exceptional talent that competes at the highest levels. Perhaps most striking is the finding that younger adults, aged 18-29, are more likely to follow women’s sports, indicating a promising future for the growth of this audience.
The significance of this trend cannot be overstated. As women’s sports continue to gain popularity, it is crucial that we recognize the cultural and economic implications that come with it. The increased exposure and revenue generated by women’s sports can have a profound impact on the lives of female athletes, encouraging greater investment in programs and infrastructure that support their development. Moreover, as women’s sports become more mainstream, we can expect to see a broader representation of women in leadership positions, mentorship roles, and media coverage, ultimately contributing to a more equitable and inclusive sports landscape.