30% of US Adults Engage with Women’s Sports, Poll Reveals

WASHINGTON — When Meghan Sells makes her way to Providence Park to support Oregon’s professional women’s soccer team, she finds herself part of a diverse audience. It includes both young women, fathers bringing their kids, and youth players excited to watch the latest match of the Thorns. A physician’s assistant and lifelong sports enthusiast, Sells enjoys collegiate and professional women’s sports, marking her as part of a growing fan base gaining attention from teams and advertisers keen to capitalize on the surge of interest in the women’s sports arena.

A recent survey reveals that around 30% of American adults follow women’s professional or collegiate sports, a figure that trails behind the nearly 50% who follow men’s sports. However, this points to a significant and growing interest among fans like Sells. The rise in popularity of figures like Caitlin Clark from the University of Iowa, now a WNBA player, has helped elevate women’s basketball. Increased visibility from streaming, international achievements, and sponsorship deals have all contributed to the heightened profile of women’s sports.

Sells reflects, “Growing up, television mostly showcased men’s sports, which I enjoyed, but I find a deeper connection with women’s sports. The more it’s shown, the more young people will engage with it.” The study highlights that fans of women’s sports differ from those of men’s sports, with a more balanced gender representation. Fans tend to engage casually, attending or watching games less frequently than men’s sports fans, who often follow specific teams passionately.

The poll was undertaken before the 2025 WNBA season, an expansion period for the league. Riding the wave of record-breaking attendance figures, the league introduces a new team, the Golden State Valkyries, and expands the regular season. By 2026, additional teams, including one in Portland, Oregon, will join the league. Having lived in the city for nearly a decade, Sells is eager to purchase season tickets.

Despite strides, men’s sports at both the collegiate and professional levels remain more popular. About a third of U.S. adults engage with men’s collegiate sports, and over 40% follow men’s professional sports, whereas approximately 20% of adults pursue women’s sports closely. Men generally have a greater interest in professional or collegiate sports overall, but the gap narrows among women’s sports fans. About half of the women’s sports fans are male, contrasting with the two-thirds who follow men’s sports.

The overlap among sports followers is notable: roughly 90% of those interested in women’s sports also follow men’s sports, though only half of men’s sports fans also support women’s sports. As women’s sports grow in popularity and availability, they draw a substantial portion of casual fans. Approximately 90% of both men’s and women’s sports fans say they often or occasionally consume related content, although more women’s sports fans tend to label themselves as occasional consumers.

Matthew Behr, a 58-year-old Green Bay Packers and Milwaukee Brewers devotee, exemplifies this casual engagement. While he doesn’t regularly watch basketball, its presence in news prompts his interest, especially concerning notable athletes like Clark. “MSNBC piqued my interest in her career,” he admits. “Though I don’t generally follow basketball, I would tune in if she participated in women’s football.”

Men’s sports thrive with substantial leagues, expansive media presence, and considerable television deals, attracting more dedicated audiences. Approximately two-thirds of men’s sports fans regularly attend games, compared to about half of the women’s sports fan base. A potential reason for fewer women’s sports fans at games is the lesser attachment to specific teams. Only about a third said team loyalty was crucial in their fandom, versus around 50% of men’s sports fans.

However, similar proportions of fans attribute their interest in women’s sports to specific athletes they support as ‘very’ important. Bernard Seltzer, a high school administrator and instructor from Florida, appreciates athleticism beyond gender distinctions, finding finesse in female athletes’ performances impressive. He notes, “Sometimes watching them is more captivating than seeing more physical sports.”

The survey, which included 1,260 adults, was conducted from April 17-21 via the AmeriSpeak Panel, ensuring a representative U.S. sample. The overall margin of error stands at plus or minus 3.9 percentage points.