If you’re looking for the future of fandom — across the entire sports ecosystem — look no further than the women’s soccer fan.

Call it confirmation with receipts. Parity’s newest report validates what industry leaders have been watching unfold: Women’s soccer is no longer an “emerging market” or “growth opportunity” in the United States — it’s already delivering the most responsive, trust-driven, purchase-ready fans in the business.

It’s well known that women’s sports fans are intentional consumers — but women’s soccer fans take it even further, being 58% more likely than other women’s sports fans to make a purchase because of a brand’s sponsorship. They’re also the most deeply trusting — 78% of them trust women athletes, and they are 34% more likely to trust them “a lot” compared to other women’s sport fans. Despite watching both men’s and women’s sports, these fans report greater trust in women athletes than men athletes. In a moment where brands are desperate for consumer trust and attention, this audience is already offering it — generously.

This isn’t just a U.S. phenomenon. Globally, women’s soccer is exploding in popularity. The 2025 UEFA Women’s Euro shattered viewership records across the U.S. and Europe. And according to Nielsen projections, the global women’s soccer fan base is on track to grow by nearly 40% by 2030, making it one of the top five........

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