In 2025, everyone wanted in on the NWSL. Average crowds exceeded 10K for the third straight year, including a record 40K at San Francisco’s Oracle Park, while season viewership rose 22% YoY (especially among young women).

Today, F1 Academy — the racing league’s circuit for women drivers — named Sephora as its official beauty retail partner. The global beauty store is the latest in the space to flag racing as a place to connect with women fans, as many are being drawn to the sport.

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.

ICYMI, the queer love story framed through a hockey rivalry has become a massive phenomenon averaging 10.6M U.S. viewers per episode, with millions of Canadian viewers returning to rewatch Shane Hollander and Ilya Rozanov’s love story. It’s HBO’s most-watched acquired series ever, and the book that inspired it is currently Canada’s top-selling novel.

Yesterday, Parity followed up its recent report on the Olympics with one about fan interest in the Paralympics, which officially kick off tomorrow. Parity’s data illustrates how those who are fans of the Paralympics and women’s sports — spaces where equity is front and center — are excited about Para women athletes and are very aware of brands in the space.

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.

Last week, the NWSL’s Portland Thorns and the WNBA’s Portland Fire announced that the organizations — both owned by the Bhathal family — will create a local women’s sports channel in Portland, OR, to showcase content from both teams on Fox 12 Plus. The Fire are also partnering with streaming platform Kiswe to create a dedicated team app.

In December 2024, girls empowerment brand Rebel Girls entered the sports chat for the first time, making a splash through partnerships with two emerging women’s sports leagues: LOVB and AUSL. Rebel Girls saw its audience of Gen Alpha girls organically respond to its sports-centric content, so the brand leaned in. Over a year later, Rebel Girls is going even deeper into the sports world. Rebel Girls announced four new sports-inspired series this week, while also naming 14-year-old Pepper Persley as its first-ever brand ambassador and Emma May-Bradley as chief content and marketing officer.

Things happen fast when you’re rapper Flavor Flav. The ‘90s icon is known for his avid women’s sports fandom after supporting athletes during Paris 2024. Initially a fan of the Team USA women’s water polo team, Flav extended his endorsement to many more athletes, and the same happened at the Winter Olympics.