In this month’s Pin•Points That Matter, our team explored what it’s like to be a woman fan in the sports world today. Having come from a sports & entertainment background, our founders are beyond passionate about the intersection of women consumers and the future of sports. So here we are, exploring some hard facts on the subject:
- 84% of women sports fans watched a sporting event on TV in the last year (pretty great number!) – Deloitte, 2023
- And 80% of all sports apparel is purchased by women (also, incredible statistic) – Holland, 2013
- Yet, 75% of women dislike ‘pink, glitter, or differing cuts’ for women’s fan attire (you know the kind) – Esler, 2021
- And only 59% of women sports fans attended a sporting event in person last year, compared to 84% watching on TV – Deloitte, 2023
In all of our digging, what we couldn’t unpack (even close) was why the disparities. Why are so many women watching sports on TV but not necessarily going to a game in person? And why, when so many women are the ones purchasing sports attire, is the industry still “pinking and shrinking” the women’s line? If there’s anyone committed to discovering that why and finding ways for the industry to do better, it’s PinPoint. Let’s get our hands dirty.