StubHub creates dedicated platform for women’s sports tickets in response to surging demand

The GIST: This week, StubHub launched HerSportsHub, the first dedicated place for reselling tickets to women’s sports events. The platform will include access to WNBA, NWSL, PWHL, and NCAA women’s basketball games, aligning with StubHub’s latest data-driven insights on how fandom is surging across these sectors.

• Following the lead of gambling app Rival, media outlets like ESPN, iHeart, The Athletic and Yahoo, and streaming platforms like Fubo and Roku, StubHub recognized the value in centralizing access to women’s sports. Women’s sports fans are uniquely primed for something like this as they tend to be supportive across different sports. Here for it.

The why: StubHub looked into post-Olympic fan interest and found that unique women’s sports ticket buyers grew 64% during Olympic periods, confirming the Games as a significant driver for women’s sports — especially basketball and soccer.

• There was a 252% increase in PWHL demand during Milano Cortina 2026, a 360% surge in WNBA interest YoY during Olympic years, and a 150% boost in NWSL demand during Paris 2024, resulting in a 215% spike in post-Olympic searches across these teams overall.

• Recent Olympics have been key to exposure: In the 30 days after Paris 2024, women’s sports ticket buyers jumped over 199%, with 88% being first-time women’s sports purchasers.

The context: While fans across major men’s sports leagues are traditionally siloed by sport, women’s sports fans are different. They’re often broadly engaged across sports because they’re interested in supporting women athletes and are motivated by more than the game.

• Avid women’s sports fans follow 10 sports on average (either men’s or women’s) compared to eight sports for men’s sports fans. Plus, inclusivity and community have been cited as powerful forces motivating women’s sports fandom, which our recent story on Portland exemplifies — the city even has an award to celebrate the women’s sports community.

Zooming out: We love to see StubHub and others implement a tailored and strategic approach to serving women’s sports fans. All brands, especially those with a capacity for research, should zero in on data from women’s sports supporters and build systems for them, especially since these fans appreciate and notice when brands are paying attention to them and their fave athletes. Made for us.