{"id":237906,"date":"2018-05-30T22:00:00","date_gmt":"2018-05-30T20:00:00","guid":{"rendered":"https:\/\/rtrsports.com\/sponsorship-women-common-misunderstanding\/"},"modified":"2026-09-09T10:12:09","modified_gmt":"2026-09-09T08:12:09","slug":"sponsorship-women-common-misunderstanding","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/sponsorship-women-common-misunderstanding\/","title":{"rendered":"Women and Sports Sponsorship: What the Data Really Shows"},"content":{"rendered":"

There is a phrase that sports marketing professionals still hear, with some regularity, on early calls with potential clients: “Sport doesn’t interest us \u2014 our buyers are women.”<\/em> It is a belief that has held for years, sustained by stubborn stereotypes. The data from 2024 and 2025, however, tell a completely different story \u2014 and those who continue to ignore it are leaving a concrete opportunity on the table.<\/p>\n

The numbers that redefine the audience<\/h2>\n

In December 2024, Nielsen published results from a study conducted across 46,000 people in 37 international markets: 41% of Formula 1 fans are women. This is not an emerging trend \u2014 it is already a consolidated fact. Formula 1 has surpassed 750 million fans globally, and the female segment is one of the primary drivers of this growth.<\/p>\n

The 2025 F1 Global Fan Survey, conducted with Motorsport Network, pushes the picture further: women now represent 42% of the F1 audience and are at the centre of a generational shift \u2014 three in four fans among those newly engaging with the series for the first time are women. This is not a niche. It is the direction in which the entire market is moving.<\/p>\n

In two-wheel motorsport, the trend is analogous. The female audience for MotoGP accounts for approximately 20% of the global TV target \u2014 a share in continuous growth according to Motorsport Network data \u2014 with significant peaks in Asian markets and younger age groups. The MotoGP audience profile<\/a> reveals a female penetration that many sponsor brands continue to systematically underestimate.<\/p>\n

Women’s motorsport: from the stands to sponsorship properties<\/h2>\n

The evolution of the female audience does not emerge from nothing \u2014 it is fuelled by a content and competition offering that has changed shape significantly over the past two years.<\/p>\n

The F1 Academy<\/strong>, the single-seater series exclusively for female drivers, is already the second-most-followed series among female F1 fans: 42% of female fans say they follow it. In May 2025, Netflix launched F1: The Academy<\/em>, generating an estimated 89 million contacts in the debut week alone. This is a series that does not merely exist \u2014 it produces audience, conversation and brand value alignment for the brands involved.<\/p>\n

In the two-wheel world, 2024 marked the launch of the WorldWCR \u2014 FIM Women’s Circuit Racing World Championship<\/strong>, the women’s world series organised within the WorldSBK calendar. The inaugural edition featured 25 riders from 18 nations and six continents, with Ana Carrasco \u2014 already a Supersport 300 World Champion \u2014 claiming the inaugural title. The 2025 edition has confirmed the formula, with 14 nationalities on an even more competitive grid.<\/p>\n

These are not internal motorsport communications exercises. They are sponsorship properties \u2014 with measurable audience, international TV and digital coverage, and a values alignment with women’s talent in elite sport that an increasing number of brands are actively seeking.<\/p>\n

The “purchasing decision-maker” misconception dismantled<\/h2>\n

The classic reasoning \u2014 “our target is female, therefore sport doesn’t concern us” \u2014 has two structural flaws. The first: it assumes women do not watch sport, a hypothesis that data refutes without ambiguity. The second, more subtle: it conflates the profile of the end consumer with that of the sports audience, as though the two were incompatible.<\/p>\n

The women who follow F1, WorldSBK or MotoGP do not cease to be consumers, purchasing decision-makers, or professionals with buying power. Reaching a female audience through sport is not a paradox \u2014 it is exactly the same logic that applies to any other medium.<\/p>\n

The data point that closes the argument comes from SponsorUnited: in 2024, sponsorship deals in women’s sport grew 22% year-on-year. In the period 2022-2024, women’s sport revenues grew 4.5 times faster than men’s sport. The market has already made its choice \u2014 based on data, not intuition.<\/p>\n

The implications for brands<\/h2>\n

If the sports audience is 41-42% female in the case of F1 and growing across all other motorsport disciplines, the question for a marketing manager is no longer “does sport interest us?”. It is: “which property, with which activation angle, reaches our target with the greatest efficiency?”<\/p>\n

The answer depends on the brand, the market and the budget. But the premise \u2014 that sport is an unsuitable medium for reaching women \u2014 is definitively overtaken by the facts. Anyone designing a sports sponsorship strategy<\/a> in 2025 can no longer afford to ignore this data without compromising their competitive analysis.<\/p>\n

The open question is no longer whether women watch sport. It is how many brands have already updated their reading of the market \u2014 and how many have not.<\/p>\n\n

Frequently asked questions on women and sports sponsorship<\/h2>\n
\r\n\r\n

Frequently Asked Questions<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n How many women follow Formula 1?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

According to Nielsen’s study conducted across 46,000 people in 37 international markets (December 2024), 41% of Formula 1 fans are women. The 2025 F1 Global Fan Survey indicates that women now represent 42% of the audience and three in four fans among those newly engaging with the series are women.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Are there women-only motorsport championships?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Yes. The F1 Academy is the single-seater series for female drivers within the Formula 1 ecosystem. In WorldSBK, the WorldWCR (FIM Women’s Circuit Racing World Championship) debuted in 2024 with 25 riders from 18 nations and six continents; Ana Carrasco won the inaugural title. Both are sponsorship properties with measurable audience and international media coverage.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Does sponsoring sport make sense if my primary target is women?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Yes, based on the available data. Women represent 41-42% of F1 fans and a growing share in two-wheel motorsport. 50% of women’s sport fans say a brand’s sponsorship increases their likelihood to purchase (SponsorUnited, 2024).<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Is sponsorship in women's sport growing?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Yes, significantly. Sponsorship deals in women’s sport grew 22% in 2024, at a pace more than 50% faster than the major men’s professional leagues (SponsorUnited). Women’s sport revenues grew 4.5 times faster than men’s sport in the period 2022-2024.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n How can a brand evaluate a sports sponsorship to reach a female audience?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

The starting point is an analysis of the target property’s audience: gender composition, age groups, geographic markets. Motorsport properties, particularly F1 and WorldSBK, provide structured audience data. A specialist sports sponsorship agency can help identify the property most aligned with brand objectives and budget.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

41% of F1 fans are women and 3 in 4 new fans are women: Nielsen 2024 data and the 2025 F1 Global Fan Survey dismantle the misconception that women don’t follow sport. Here is what it means for sports sponsorship strategy.<\/p>\n","protected":false},"author":14,"featured_media":157601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20026],"tags":[],"class_list":["post-237906","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponsorizzazioni-sportive"],"acf":[],"contentshake_article_id":"","yoast_head":"\nWomen and sport sponsorship: the 2025 data that changes everything<\/title>\n<meta name=\"description\" content=\"41% of F1 fans are women and 3 in 4 new fans are women: Nielsen 2024 data dismantles the assumption that women don't follow motorsport. 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