For Soccer shares demographic insights on women soccer fans in the U.S.

The GIST: Yesterday, U.S. media and marketing platform For Soccer released the first installment of its 2025 United States of Soccer series, which profiles women soccer fans in the U.S. The report covers how this audience of 44M women — 43% of all U.S. soccer fans — is growing in size and influence, offering insights for marketers to meet them where they are. Let’s kick it.

👶 Women soccer fans are young and culturally diverse. Thirty-two percent identify as Hispanic or Latino and 20% are Black or African American, which reinforces For Soccer’s previous report on the sport’s diversifying fandom. And while 14% of male fans are aged 16 to 24, around 24% of women fans fall in this age bracket.

📱 They prefer visual storytelling on social media platforms. Respondents aged 34 and under prefer TikTok, but also enjoy Facebook and Instagram at higher rates than male fans. And even though 71% of these fans engage with soccer on social media, they’re 37% less likely than male fans to check multiple times daily. No need to doomscroll.

👪 Their fandom is influenced by their personal lives. Thanks to increased participation and family influence, women are discovering soccer early on: 92% of those under age 35 found their fandom before age 19, and 22% of women fans said playing soccer spurred their interest. Plus, 33% said they’re “born into” pro soccer fandom, a rarer phenomenon in women’s sports.

💰 Women fans recognize the brands that are active on the pitch. Sixty-two percent of women fans noticed brand sponsors during soccer events, and they tend to reward the companies that support the beautiful game. Around 68% reported perceiving sponsors more favorably, and 68% were more likely to buy from brands sponsoring their fave teams and leagues. Paying it forward.