Redefining Global Fandom, Influence, and Purpose
Gen-Z Women and Sports
The Report
This White paper examines how Gen Z women are transforming the global sports economy. Digitally fluent, purpose-driven, and culturally influential, this generation is redefining fandom as both a social movement and an economic force. Featuring data-driven insights and case studies—from Sephora’s investment in women’s sports to the “Taylor Swift Effect” on the NFL—the report offers a blueprint for how leagues, brands, and investors can engage the most powerful audience shaping the future of sports.
Developed in collaboration with Amy Durrence and Jenna Gerry of Broad Consultants, the research unites Veloxity Global’s expertise in sports innovation with Broad’s leadership in cultural strategy and fan engagement. Broad Consultants is a strategy and advocacy firm advancing Sports for Policy Change leveraging the women’s game to influence the laws and systems that shape everyday life. Together, the two organizations present a forward-looking view of how Gen Z women’s values, spending power, and influence are redefining both the business and purpose of global fandom.
Gen-Z Women and Sports - in the report
Key insights to learn about:
Gen Z Women Are Redefining Global Sports Fandom: 79% gen z women identifying as sports fans and 66% actively engaging through viewership or participation, Gen Z women are not passive spectators—they are shaping the future of sports consumption, media, and culture across every major platform.
A $28 Billion Industry Transformation Is Underway: Women’s sports revenues are projected to grow from $1.5B in 2025 to up to $28B by 2045, driven by Gen Z women’s economic power, social influence, and cultural engagement, positioning this audience as a primary engine of long-term sports industry growth.
Purpose-Driven Fandom Fuels ROI: Gen Z women reward brands that align with their values—authenticity, equity, and community impact. Sponsorships targeting this audience deliver 2–3x higher earned media ROI than traditional campaigns, proving that purpose and profit are no longer separate strategies.
The Taylor Swift Effect Demonstrates the Scale of Female Economic Influence: The Chiefs’ association with Taylor Swift and Travis Kelce drove a $331M brand value increase and added nearly $1B in publicity for the NFL, exemplifying how cultural alignment with Gen Z women fans can generate exponential commercial returns.
REal World Example - Case study
Sephora’s Strategic Play for Gen Z women who are Sports Fan
Veloxity Global’s case study on Sephora’s entry into women’s sports analyzes how the beauty leader is redefining sponsorship strategy for a new generation of fans. Beginning with its multi-year partnership with Unrivaled, the women’s off-season basketball league founded by WNBA stars Napheesa Collier and Breanna Stewart, and expanding to its founding sponsorship of the Toronto Tempo and Golden State Valkyries, Sephora is aligning brand equity with purpose, representation, and growth.
The report quantifies Sephora’s long-term ROI potential—driven by women’s sports’ projected 12% compound annual growth, the rise of Gen Z’s $360 billion spending power, and the coming $30 trillion Great Wealth Transfer to women. By investing early in athlete-first partnerships and cultural storytelling, Sephora positions itself not as a sponsor, but as a transformational stakeholder in the future of global sports.
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