The landscape of sports marketing is evolving, and one of the most significant shifts in recent years has been the growing influence of female sports fans. According to The Collective’s latest research, nearly 684 million women globally identify as sports fans, with their engagement increasing by 10% over the past three years. For marketers, this isn’t just a trend, it’s a pivotal shift that requires fresh thinking, strategic creativity, and a deep understanding of how fandom is shaping consumer behavior.

For marketing leaders, this shift isn’t just something to acknowledge, but it’s something to act on. As a recruiter, here are some key areas I listen for when speaking with candidates about their approach to today’s marketing landscape in sports:

Understand Fan Identity

Women’s sports fandom is deeply tied to identity, values, and community. Candidates must demonstrate the ability to craft campaigns that resonate emotionally, moving beyond transactional engagement to build lasting connections.

Align with Purpose-Driven Marketing

The report highlights that female fans are drawn to brands that champion inclusivity, sustainability, and social responsibility. Marketers who authentically integrate these values into brand messaging will stand out.

Leverage Content Beyond the Game

With 31% of female fans stating that off-the-field storytelling enhances their connection to sports, the best marketing leaders will develop compelling narratives, elevate athlete personalities, and extend engagement beyond game day.

Think Holistically About Engagement

The data underscores that sports consumption for female fans is as much about community as it is about competition. Marketers who foster this social and cultural connection through digital engagement, experiential activations, and tailored content will make the strongest impact.

As companies work to engage this growing demographic, the most successful marketing candidates won’t just understand these insights, they will know how to turn them into strategies that drive revenue, brand affinity, and long-term fan engagement.

If you’re looking for your next role in sports marketing, the question isn’t just whether you understand these shifts, it’s whether you can use them to deliver real results.

Source: The Collective. (2024). Her Love of the Game: A Global Overview of Female Sport Fandom. Wasserman Global Sports Panel.