Published: April 28, 2025 -- New research from Sky Sports, released today, shows that women’s sports fandom is not niche, with 80% of UK sports fans interested in at least one women’s sport.

Whilst women’s sports are attracting distinct groups of fans, both new and longstanding to the sport, the biggest and most commercially valuable audience today are those who follow both men’s and women’s sports. These fans watch five more hours of sport a month and are 10% more likely to pay for sports subscriptions than fans of just men’s sport. 📈

The distinctive stories and skills on show in women’s sport are what keeps fans connected to the game, which presents a huge opportunity to grow the commitment of this fanbase even further.

As the UK’s biggest investor in women’s sports rights, Sky Sports is excited to share this data and support the industry to maximise the potential of women’s sport fandom.

Read the full report below: