Women's Sports Has Reached a New Level of Cultural Relevance

Women's sports fandom is growing at record speed, but lasting growth requires consistent visibility.

Today, 145 million U.S. adults follow women's sports. Fan interest has doubled since 2019, social engagement has increased by more than 140%, and global women's sports revenue is projected to reach $2.3 billion.  

Yet one challenge remains: visibility.

Many athletes, leagues, and stories break through during major events, only to disappear from mainstream conversation once the final whistle blows. Fans want more consistency than the traditional sports media landscape has historically provided.

That appetite is clear. 85% of consumers want more non-sports content from women's sports creators, while 77% report being positively influenced by women's sports voices on social media.  

For marketers, that signals something important. Women's sports is no longer simply an event-based opportunity. It's an always-on cultural ecosystem fueled by athletes, creators, communities, and conversations that continue long after the game ends.

Why Consistency Matters More Than Moments

In a fragmented media environment, audiences are increasingly drawn to authentic voices they trust. Today’s consumers crave human connection, credibility, and real experiences in the content they consume.

Women's sports embodies all of those qualities.

Fans are invested in scores, standings, and the people behind the performances. They follow athletes' journeys, personal stories, perspectives, and passions. They want content that makes them feel closer to the personalities shaping the movement.

That's why the next phase of growth is about building an ecosystem where fans can engage with women's sports every day.

How iHeart Women's Sports Extends the Conversation Beyond the Game

In 2024, iHeart launched the first podcast network dedicated entirely to women's sports, creating new opportunities for coverage, representation, and fan engagement.  

Today, that network includes 18+ shows and has generated more than 6.5 million downloads to date, with downloads increasing 41% in less than a year.  

Rather than focusing on a single league or sport, the network brings together athletes, journalists, commentators, and creators across basketball, soccer, tennis, volleyball, golf, motorsports, softball, wellness, and more.  

The result is a broader definition of sports content, one that combines competition, culture, lifestyle, leadership, and personal storytelling.

That approach aligns with how modern fans engage. Audiences increasingly move fluidly between podcasts, radio, social feeds, video content, and live experiences. They don't separate sports from culture. They see them as connected.

Creating More Opportunities for Women's Voices to Be Heard

Representation remains a critical part of the story.

In the iHeart Women's Sports network, 100% of podcast hosts are women, with 50% being women of color.  

Those voices include championship athletes, respected journalists, broadcasters, wellness leaders, and emerging creators who bring diverse perspectives to the conversation.  

This matters because audiences increasingly seek content that feels personal and credible. In fact, 88% of consumers view women professional athletes as positive role models, and fans are 2.8 times more likely to purchase products recommended by women athletes.  

For brands, trusted voices create an environment where messages are more likely to feel relevant, authentic, and welcomed.

Building a Women's Sports Ecosystem at Scale

Visibility doesn't happen through a single channel.

That's why iHeart Women's Sports extends beyond podcasts into broadcast radio, streaming audio, social content, creator partnerships, audience targeting, and live experiences.  

The network's women's sports reports now generate 265 million quarterly on-air impressions across more than 500 stations, helping bring women's sports coverage into daily listening habits nationwide.  

At the same time, iHeart Women's Sports shows up where fans gather in person, including major tentpole events and marquee moments throughout the sports calendar.  

This reflects a core iHeart belief: culture is strongest when people experience it together. Whether through live audio, podcast conversations, social content, or in-person events, meaningful connections are built through shared experiences and trusted human voices.

The Bigger Opportunity for Marketers

Women's sports has become one of the most exciting growth stories in media. But its true value extends beyond audience size.

What makes the space unique is the depth of engagement. Fans actively seek content, celebrate athlete stories, participate in communities, and advocate for the movement.

For marketers, that creates opportunities to align with a passionate audience through content and experiences that feel additive rather than interruptive.

The brands that win won't simply show up during the biggest games. They'll participate in the conversations, communities, and cultural moments that happen every day.

Those conversations are happening across iHeart Women's Sports.  

FAQs

What is iHeart Women's Sports? 
iHeart Women's Sports is the world's first podcast network dedicated entirely to women's sports. It includes 18+ podcasts featuring athletes, journalists, commentators, and creators, along with broadcast radio coverage, live events, social content, and audience solutions.

Why are women's sports important for marketers? 
Women's sports fandom continues to grow rapidly, with 145 million U.S. adults engaging with women's sports and fan engagement increasing across media platforms.

How does iHeart Women's Sports help brands reach audiences? 
Brands can connect with fans through podcast sponsorships, radio integrations, creator-led storytelling, social content, live experiences, and audience amplification solutions across iHeart's ecosystem.  

What makes iHeart's approach different? 
iHeart combines trusted voices, live experiences, broadcast scale, podcast leadership, and Guaranteed Human storytelling to create continuous engagement rather than isolated campaign moments.  

Ready for Your Brand to Be Part of the Conversation?

Women's sports is a year-round cultural movement driven by passionate fans, influential voices, and shared experiences.

Connect with the iHeartMedia team to explore how iHeart Women's Sports can help your brand show up where culture, community, and competition come together.