Sky Sports Study Reveals 80% Interest in Women's Sports Among UK Fans

Recent studies commissioned by Sky Sports reveal that 80% of UK sports fans are interested in at least one women’s sport, with this figure rising to 85% among those under 35, challenging the perception that women’s sports fans are a niche audience. The dominant and most commercially valuable segment consists of fans who follow both men’s and women’s sports, with their engagement driven by a passion for the sport itself rather than gender. These fans tend to have higher incomes, spend more time and money on sports each month, and are more likely to pay for sports content compared to those who follow only men’s sports. However, fans of women’s sports report challenges in accessing content, especially stories about player personalities and skills. The Sky Sports report emphasizes that growing women’s sports viewership will take time to reach commercial significance but presents a significant opportunity for rights holders, brands, and sponsors. Sky Sports has also reaffirmed its commitment to women’s sports with a new five-year partnership to broadcast the majority of Women’s Super League matches from the 2025/26 season.