I’m not much of a sports fan, either playing sports or watching them. I am, however, a fan of having fun. And the summer that gave us the historic Knicks win and introduced the world to Erling Haaland has shaped up to be lots of fun.

Whether you’re more of a bandwagon fan who simply wants to wear fun merch and have an excuse to hit the bars, or you’re a lifelong season-ticket holder, there’s no better time to be a sports fan – but in particular, a women’s sports fan.

145 million U.S. adults now watch women’s sports on a regular basis. This group is rapidly expanding – over half of women’s sports fans started watching within the last three years, according to research from Parity.

Brands should be paying attention. According to a 2025 study from The Collective, 68% of women are more likely to consider a brand if it sponsors their favorite team, and 59% have purchased from a sponsor of their favorite team because of its involvement in the sport. Fans are also 2.8 times more likely to purchase products recommended by women athletes.

Despite the cultural momentum, leagues and teams are still catching up. According to the same study, 66% say women’s sports leagues fall short in appealing to women fans, and 72% say the same of men’s leagues. While Millennials are the most engaged demographic of female sports fans, 53% of Gen Z say the lack of attention paid to women fans makes them less likely to engage with brands and teams.

Some are already ahead of the curve. Pinterest is the official partner of the WNBA champions the New York Liberty, while Maybelline is the inaugural title sponsor of the Women’s Lacrosse League. Nature’s Garden Probiotic Yoggies was announced as the official snack partner of National Women’s Soccer League team Gotham FC earlier this year (Nature’s Garden is a Catamaran client). Chobani also became the official nutrition partner of U.S. Soccer, partnering with players including Lindsey Heaps and Sophia Wilson for their Feed The Dream campaign (Chobani is a Catamaran client).

As sports spill off the pitch and fans become invested in players on a more human level, complete with backstories and behind-the-scenes content, brands are also going beyond jersey patches and sideline logos. Sephora announced its exclusive beauty partnership with the Athletes Unlimited Softball League in 2025, providing a glam suite for athletes and partnering with players on custom social media content.

To engage female fans, brands can also create and highlight moments of participation for both men’s and women’s sports. As an official sponsor of the World Cup, Dove showed up for the girls this tournament with its Dove Joy Cam created in partnership with Getty Images. The initiative put girls front and center at the biggest men’s sport event of the year, spotlighting their joy in a content series across social media and reminding women that sports are for them, too.

Sports fandom is now shaped by social feeds, brand collabs and communal experiences for die-hard and casual fans alike. Brands that support women’s sports and women watching sports will be the real winners here.

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