Data from Nielsen, SponsorUnited highlight brand opportunity among women’s sports audiences

The GIST: Last week, Nielsen shared impressive statistics illustrating the growth of women’s sports U.S. viewership in 2025 across many disciplines and audiences. SponsorUnited also shared its own YoY data on trends in women’s sports investment, spanning leagues and industries.

• As various sectors like healthcare, finance, and technology are recognizing the prime opportunity with women’s sports audiences, let’s explore the data and identify where brands can find the hottest growth opportunities. In her glittering prime.

The data: Nielsen highlighted record WNBA, NWSL, and WTA viewership, as well as how 26.7M average viewers watching U.S. women’s hockey and Alysa Liu drove the highest Winter Olympic weekday viewership in 12 years. There was also growth among NCAA audiences with record viewers across women’s basketball, volleyball, and softball.

• SponsorUnited’s data illustrated how brand investment mirrors audience growth. WNBA deal investment was up to $105M (45% YoY) as the average deal size rose 21%, with larger commitments from healthcare, financial, and consumer products sectors. NWSL deal volume was up 59% YoY, with capital concentrated in the financial and healthcare sectors.

The takeaways: Thanks to the Nielsen data, brands can focus on growing audiences and map out how to reach their desired target demographics. We know that women’s sports fans tend to be tech-savvy and affluent, not to mention that many are Gen Z. Here’s what brands should take away:

• 💸 Financial brands have tapped into sports sponsorship since the beginning, especially in tennis and golf, but are starting to see the opportunity in other sports. One way is through financial literacy programs in women’s basketball and soccer — banks recognize Gen Z’s rising financial power and see value in reaching them broadly.

• 🍎 Brands are embracing the healthcare opportunity across the WNBA and NWSL, but what about other sports? University health systems in Utah and Georgia are rallying around local LOVB clubs, which is something hospitals in new AUSL markets should consider — the league already has feminine care brand Sequel as partner.

• 🥎 On that note, we’d love to learn more about the brands interested in activating around softball. We’ve spoken to Rebel Girls about why it’s all in, but AUSL seems to still offer the biggest white space. Let’s not forget the league has a powerful partnership with MLB, which can bolster the league and its audience reach.

• 🏀 And sports leagues outside the ones mentioned above that land the same audiences should pay attention. Consider Unrivaled, which draws women’s basketball fans with its 3x3 format but distinguishes itself to brand partners with its player-centric approach. Ballin’.