Women’s Sportswear: The Big Winner of Paris 2024 Olympics?

July 3, 2024

In recent years, women’s professional sports fandom and women’s participation in athletics have been on the rise, leading to opportunities for sportswear brands to appeal to women’s sports fans and female athletes alike through sponsorships, product launches and event activations.

The Women’s Tennis Association, a global competition, saw average attendance in 2023 up by 40% over 2019. In Europe, the Women’s Super League in the UK and the Frauen-Bundesliga in Germany saw average attendance grow by a staggering 454% and 227%, respectively, over the last five years. Euromonitor