Nielsen: Soccer’s Popularity, Rise Of Women’s Sports, Driving Global Sports.

A new report from Nielsen says the world of sports is evolving fast — fueled by globalization, shifting fan demographics, and new ways of consuming content. Today’s fans are more connected, more diverse, and more passionate than ever before.

“To play it right in this ever-changing scene, brands and rights holders need to understand today’s fans,” Nielsen says in its 2025 Global Sports Report. “The old playbook for marketing just isn’t cutting it. Brands need to know when sponsorships are creating authentic relationships with fans and turning them into loyal consumers. Media companies need to keep up with how fans are tuning in — whether it’s catching live action on their phone or binging highlights later. And for leagues and teams, it’s all about building real connections with fans everywhere, creating a global cheering section that goes beyond just showing up to the stadium.”

To stay ahead, the report says, brands and rights holders need a fresh game plan as traditional marketing tactics aren’t enough anymore. Sponsorships, Nielsen asserts, need to feel real and relevant, sparking genuine connections that turn fans into loyal customers. Media companies therefore must adapt. For leagues and teams, meanwhile, it’s about reaching fans wherever they are, creating a worldwide community that extends far beyond the stadium.

Among the key factors in global sports:

• The world’s most popular sport — soccer (or football) is a win for brands, with 51% of people globally fans of the sports — and global tournaments in 2025, 2026 and 2027 opening up opportunities to break through with fans.

• Media is growing the game for new formats and global sports. Nielsen notes that fans 50+ who use streaming to watch sports grew 21% in two years.

• Women’s sports have emerged as a game-changer: 47% of fans of women’s sports are female. As women’s sports continue to grow in popularity, brands and rights holders need to break the mold as women’s sports continue to evolve.

Last year Nielsen said women’s sports might be the best bet in content right now. That realization is embodied by the Women’s Sports Audio Network (WSAN), created by iHeartMedia and Deep Blue Sports + Entertainment — the first audio platform dedicated to women’s sports. Audacy is also making moves within the women’s sports space.

“Interest in women’s sports is growing — reaching 50% of the general population globally in 2024, up from 45% in 2022,” Nielsen’s report says. “Two of the world’s biggest markets, India and China, show some of the highest levels of interest. But interest is growing quickly in smaller markets like the UK and Germany thanks to high-profile wins, major tournaments and consolidated TV coverage.”

Nielsen says the fan base for women’s soccer, for example, has increased significantly over the last five years. The Women’s National Basketball Association’s fanbase, meanwhile, has grown more than 31% in two years to 46.9 million in the U.S. Not surprisingly, the report says, sponsorships are following. “As brands look to invest, they need to understand the unique fans these sports are attracting,” the report says. “For the WNBA, women accounted for 41% of U.S. fans in 2024.”

The report notes that women are increasingly making up a greater share of fans for women’s and men’s sports: In 2024, women comprised 47% of fans of women’s sports and 42% of fans of men’s sports. Those numbers are up from 45% and 40%, respectively, in 2022.

“Different audiences call for different approaches — and unique brand opportunities,” Nielsen says. “Supporting women’s sports is no longer the right thing to do, it’s a business imperative. With a strong female fandom, women’s sports are opening the door to new players within the sports sponsorship space.”