Starcom’s Touchstones Series investigates how upcoming events play a role in culture.
Our first report looks into the growth of women’s sports fans ahead of the FIFA Women’s World Cup.
There are more women’s sports fans than ever before. Women’s sports used to be niche, now they are mainstream. What is driving the fandom? As the FIFA Women’s World Cup starts next month, we looked at women’s soccer fans to explore the surge in popularity and how women’s sports fans are shifting culture.
We set out to learn more about women’s sports fans and their passion, conducting research in three markets in spring of 2023. Sessions were held in the United States, United Kingdom and Australia validating that women’s sports fandom is indeed a global phenomenon.
Read the full report here.