Sports Trends 2025: Globalization, New Formats, and the Rising Power of Female Fans
Sport is undergoing a dynamic transformation, creating both new challenges and significant opportunities for sports organizations, sponsors, and change-makers. According to the latest Nielsen 2025 Sports Trends Report, three key forces are driving this transformation: the growing importance of football as a global brand language, the rapid rise of interest in women’s sports, and the expansion of new formats enabled by media and digital platforms.
Football – A Global Leader with Commercial Potential
Football remains the most popular sport in the world—with 51% of people globally identifying as fans. Moreover, football fans are more receptive to brands sponsoring their favorite competitions than the general population—67% say they prefer products from companies that support sports. In the United States, although only 27% of citizens identify as football fans, the country has the fourth-largest fan base globally—with over 62 million people.
For sponsors, this means one thing: authentic, long-term engagement in football can deliver tangible branding and sales benefits. This also presents an important lesson for sports organizations—building trust through transparent and responsible management can enhance attractiveness to commercial partners.
Women’s Sports Are Changing the Game
In 2024, 50% of the global population is interested in women’s sports—an increase of 5 percentage points compared to 2022. Particularly impressive are the figures from the U.S., where the WNBA’s fan base has grown by more than 30% in two years, and viewership of game broadcasts has increased by 201%. Notably, women make up 47% of the fan base for women’s sports and 42% for men’s sports—signaling a significant demographic shift.
From a governance perspective, this sends a clear message: gender equality and inclusivity must become permanent pillars of sports systems. This growth opens space for new sponsor categories and demands innovative partnership models—such as the official collaboration between Manchester City Women and snuggs, a producer of menstrual underwear.
Media and New Formats – How Technology Attracts Younger Fans
The rise of streaming and the power of social media have completely changed how sports are consumed. Over two years, the number of fans over age 50 watching sports via streaming increased by 21%. At the same time, new formats—such as TGL, an interactive golf league with augmented reality elements—are attracting younger audiences who previously had little interest in sports.
For sports organizations, this signals the need to adopt multi-platform strategies, invest in young talent, and experiment with formats that meet fan expectations. Social media is not just a promotional channel—it’s a space for building loyalty and dialogue.
Key Takeaways for Sports Leaders and Decision-Makers
The Nielsen report makes it clear: sports in 2025 are not just played on the field—they are also a playing ground for changemakers, organizations, and socially responsible companies. To fully harness this potential, it is essential to:
- Professionally manage sports organizations with a focus on diversity and long-term development,
- Actively support women’s sports—not only through event organization but by systemically strengthening structures and leaders,
- Build bridges between sport and technology—in a thoughtful, inclusive, and transparent manner.
Our Foundation actively follows global sports trends, promoting equality, innovation, and social responsibility. We believe the future of sport belongs to everyone — regardless of gender, age, or background. Join us in shaping a more inclusive and forward-thinking sports world.
Source: Nielsen (2025). 2025 Sports Trends Report. [The Nielsen Company]
