Targeting the 13% of Americans Who are Women's Soccer Fans


Soccer’s popularity continues to grow, with 44% of adults worldwide who are either interested or very interested in the sport, according to a report by Nielsen. Of that 44%, 36% are interested in women’s soccer. That’s 16% of the world’s population, or 314 million people (the equivalent of the number of golf fans). In the U.S. specifically, 13% of the population enjoys women’s soccer. 

Who are the Fans?

Women’s soccer fans are fairly evenly divided when it comes to gender, with 54% being male and 46% being female (that’s a much higher percentage of women fans than men’s soccer has at 38%). The largest percentage of fans (28%) are between the ages of 25 and 34, with 35- to 44-​year-​olds and fans ages 55+ following up at 20%, ages 45 to 54 making up 18% of fans, and with 16- to 24-​year-​olds bringing up the rear at 15%.

Where are These Fans Watching? 

Advertisers who run ads during national competitions are bound to grab the attention of fans, especially if the business is a sponsor of the team or game. In fact, according to Nielsen, 42% of women’s soccer fans actively seek out information on the brands that sponsor the sport, and 61% believe that sponsors gain the favorable attention of the audience. 

The conversation also continues on social media platforms. Of all the conversations surrounding women’s soccer teams, 58% are driven by women. On Instagram, 60% of posts are also driven by women. Brands can fuel conversation of their own on their social media pages surrounding the soccer games.

World Cup/​International Soccer Fans are also highly motivated by email ads, sponsored search results, internet banner ads and both print and digital newspapers, according to AudienceSCAN on AdMall by SalesFuel. What products are they looking to purchase this year? You can find out that, along with more advertising info to present to your clients during your next ad pitch. 

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-​op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.