Study points to accelerating growth in engagement with women’s sports

December 19, 2023

The popularity of women’s sports and the number of women sports fans are accelerating, according to a new study by one of Portland’s largest ad agencies.

Rain the Growth Agency’s newly published research explores women’s sports viewing and consumption habits and is part of its HypeHer initiative launched earlier this year, which helps identify media and content opportunities in women’s sports.

This study evaluated close to 1,000 U.S. adults who said they engaged with women’s or men’s sports content. Not only did it find that women’s sports consumption increased by 50% in the last year versus 39% for men, but Rain the Growth Agency also found that fans of women’s sports are more likely to purchase from brands associated with female athletes. (Business Journals)