Research reveals 70% of girls value team sports despite barriers – an opportunity for brands to invest in access and engagement
Editor’s note: Susan Stacey is senior director at Los Angeles-based marketing research firm Prodege.
Women's sports are taking the spotlight like never before, and it's a thrilling time to witness the momentum. Whether it's WNBA stars like Caitlin Clark and Angel Reese electrifying the court or Simone Biles reclaiming her title as the world’s greatest gymnast, the buzz around women athletes is undeniable. The 2024 Summer Olympics marked a historic milestone, with women outnumbering men in medal counts (Team USA medals). Brands are starting to pay more attention, as record-breaking viewership and growing fan engagement prove that women's sports are a powerful force. Yet, there is still significant untapped opportunity out there.
Prodege partnered with nonprofit Section Z to conduct research in June 2024. We surveyed nearly 5,000 girls and women, ranging from age 9 to 75. This study is a comprehensive look at American girls’ and women’s relationship with sports, examining how generations have experienced playing, as well as watching and attending live events. The results tell a powerful story: Title IX may have paved the way for female athletes decades ago, but today the benefits of sports participation for girls are more critical than ever, especially as we focus on breaking barriers to access.
The findings show that girls who play sports report higher self-esteem, better mental health and a greater sense of resilience than those who don’t. From learning teamwork to cultivating discipline, the benefits extend far beyond the field or court. And these advantages last a lifetime. Women who played sports as girls are more likely to be healthy, happy with their body image and skilled at working with others and bouncing back from failure. But the research also shines a light on how much further we still need to go.
Research shows barriers and breakthroughs in girls' sports participation
One of the most concerning findings is that over 80% of girls face barriers to participating in sports. For girls in lower-income households, access to organized sports remains a significant challenge. In families earning less than $25,000 a year, nearly 20% of girls don’t participate in any extracurricular activities. Compare that to just 3% among households making over $100,000, and the disparity becomes stark. Despite these hurdles, girls across all income levels value sports – about 70% of girls from every income bracket agree that playing on a team is "very important" to them.
How do we bridge this gap and keep girls engaged in sports for longer?
Section Z: Breaking barriers, one game at a time
Stef Zeh, founder of Section Z, believes that the key lies in representation and exposure. “Girls can only aspire to be what they see. Representation is key,” Zeh explains. Section Z, which partners with major sports organizations like Angel City FC and the WNBA, is on a mission to give girls from underserved communities access to live sporting events. But it’s more than just a ticket to the game. Section Z provides workshops, panel discussions and networking opportunities to expose girls to the wide range of careers in sports. “When girls see women excelling on the court and hear from female executives in the industry, they start to believe they can do it too,” says Zeh.
In just two years, Section Z has brought over 1,500 girls to 44 live sports events, partnering with leagues like NWSL, WNBA and the X Games. The program is helping girls not just see sports as a passion but as a path to future success. Ninety-three percent of participants say attending these games made them want to play more and get better.
The lifelong impact of sports
The long-term benefits of playing and watching sports are profound. Women who played team sports as girls are more likely to carry those lessons into adulthood, whether in their careers, relationships or mental health. They are more resilient, better at collaborating and have healthier self-images. Amy Snow, a board member at Section Z, puts it simply: “The lessons learned through sports serve you throughout your lifetime. We owe it to girls to remove barriers.”
As brands, sports organizations and advocates come together to amplify the importance of girls' participation in sports, the question isn’t just how we can help more girls play – it’s how we can ensure they stay in the game for life.
Research highlights brand opportunities in women’s sports driven by strong fan engagement
Our research clearly shows this is a highly engaged audience that represents a significant ROI for brands.
In fact, revenues from women’s sports are projected to hit $1.3 billion this year, a 300% increase over 2021.
Among all girls and women – from age 9 to age 75 – nearly half of them talk to their friends about sports. And one in three told us that she buys team merch. They engage on social and follow female athletes. They want to know what these women eat, wear, do, think and like.
But there continues to be a significant difference in ad spend between women and men’s sports. Women wish they could watch more, go to more and know more about the players. Half of women say they wish there was a women’s team in their town to watch and cheer for. And 44% of all 4,848 girls and women we interviewed say they like to buy brands that sponsor women’s sports.
As we look ahead, it's clear: supporting girls' sports today is shaping stronger, more empowered women tomorrow. And by investing in the industry, brands have a unique opportunity to reach an entirely new market. Now, it’s up to us to continue breaking down barriers and making sure every girl has the chance to experience the life-changing benefits of sports.