The New Power Players in Sports Audiences: Why Women’s Sport is No Longer Niche
Nearly 360 million hours. That’s how long UK viewers spent watching women’s sport between January and September 2025 – a record that decisively shatters previous benchmarks. But this isn’t just about bigger numbers; it’s a fundamental shift in who’s watching, how they’re engaging, and what it means for the future of sports broadcasting and sponsorship. The latest report from the Women’s Sport Trust (WST) confirms what many suspected: **women’s sport** is experiencing a surge in popularity, driven by a rapidly expanding female audience and a savvy embrace of digital platforms.
Beyond the Scoreboard: The Rise of the Female Fan
For years, the narrative around growing women’s sport audiences focused on attracting male viewers. While male viewership remains significant, the WST data reveals a compelling trend: women are increasingly becoming the core demographic. A remarkable 44% of the UK broadcast audience for the UEFA Women’s Euro 2025 were female, and 43% tuned in for the Women’s Rugby World Cup. Crucially, these aren’t just fleeting interests. Average viewing time for women’s TV sport programming has climbed to nine hours and 45 minutes, demonstrating a sustained level of engagement.
England’s successes in both tournaments undoubtedly fueled this growth, with nearly half of viewers for the Euro 2025 final and the Women’s RWC decider identifying as female. However, the broader implication is that women’s sport is resonating with female fans on a cultural level, moving beyond simply supporting national teams to embracing the athleticism, skill, and compelling narratives within these competitions.
The Generational Divide and the Digital Bridge
Interestingly, the audience profile differs significantly between traditional broadcast and streaming platforms. While the broadcast audience for the Women’s RWC skewed older (70% aged 55+), streaming services like the BBC’s iPlayer attracted a younger demographic, with 20% of Euro 2025 viewers aged between 16 and 35. This highlights the importance of accessibility and platform diversity in reaching different segments of the audience. The ability to watch on-demand, on any device, is clearly a key driver for younger fans.
The Power of the Athlete: Social Media and Direct Engagement
The WST report also sheds light on a fascinating dynamic: individual athletes are often more effective at driving engagement than the official tournament accounts. Ilona Maher, a prominent rugby player, boasts an Instagram audience with 41% aged between 13 and 34, significantly higher than the official Women’s RWC account’s 15%. This underscores the power of personality and authentic storytelling. Fans aren’t just following the sport; they’re connecting with the athletes themselves.
This trend has significant implications for marketing and sponsorship. Brands are increasingly recognizing the value of partnering with individual athletes to reach targeted demographics and build genuine connections with fans. It’s a shift away from solely focusing on team sponsorships towards a more nuanced approach that leverages the unique appeal of individual stars. For further insights into athlete-brand partnerships, see SportsproMedia’s analysis of athlete sponsorship trends.
Sustaining Momentum: The Challenges Ahead
Tammy Parlour, CEO of the Women’s Sport Trust, rightly points out that the challenge now is to “sustain that visibility year-round and translate it into long-term commercial growth.” The record viewing figures for the Euro 2025 and RWC are impressive, but maintaining that momentum requires consistent investment in visibility and accessibility across all platforms.
This means more than just broadcasting more women’s sports events. It requires strategic scheduling, targeted marketing campaigns, and a commitment to showcasing the diversity of women’s sports – from football and rugby to cricket, netball, and beyond. It also means addressing the historical underrepresentation of women in sports media and leadership positions.
The increasing commercial interest is a positive sign, but it must be coupled with a genuine commitment to equity and sustainability. Simply capitalizing on the current trend without investing in the long-term development of women’s sport would be a missed opportunity. The future of sports isn’t just about bigger audiences; it’s about creating a more inclusive and equitable landscape for athletes and fans alike.
What strategies do you think are most crucial for sustaining the growth of women’s sport? Share your thoughts in the comments below!
