• Women’s National Basketball Association (WNBA) achieved 322% increase in online search growth, the greatest of any major sports property
• Star athlete influencers like WNBA’s Caitlin Clark fuel online interest
• Short‐form, fast‐paced and innovative sports like Padel thrive amongst digital fans

The Women’s National Basketball Association (WNBA) has been revealed as the top-performing sports property globally for online search growth in our Global Sports Properties 2025 – SportOnSocial report.

In another record-breaking year for women’s sport, the WNBA achieved a huge 322% increase in global online searches in 2024 compared to its previous four-year average, outpacing every other major sports entity worldwide. The WNBA climbs to top spot in the table from 9th position last year. This surge in interest highlights the increasing strength of the WNBA’s global brand and its growing commercial appeal.

This success underscores the growing global interest in women’s sports, with the WNBA emerging as the leader in our report in which we analysed the online search trends of 70 major sports properties.

Drawing on data from Google Trends, our findings highlight increasing women’s sports engagement is fuelled by the prominence of star athlete influencers like the WNBA’s Caitlin Clark – who possess massive social media followings.

Another key digital trend our research uncovered is the increasing online popularity of short‐form, fast‐paced and innovative sports like Padel (282% search growth) and Ultimate Tennis Showdown (246% search growth), ranking second and third respectively in this year’s league table.

Women’s sports are experiencing unprecedented growth, fuelled by athlete-driven engagement, expanding digital coverage, and record-breaking commercial investment. Rising stars amplify interest, while leagues see surging online interactions and viewership. Sponsorship value is at an all-time high, reinforcing long-term sustainability.

In addition, nine of the top 25 properties are new entries, reaffirming the diversity and breadth of fan appeal across different sports in an increasingly competitive global events marketplace.

As our Head of Communications & Women’s Sport Lead Jess Reus explains:

Our latest SportOnSocial results demonstrate the continued momentum of women’s sports, with the WNBA setting a new benchmark for online search growth and strengthening its position in the process.

The WNBA’s impressive 322% increase over the last 12 months is a direct result of heightened visibility, increased fan engagement, and the growing commercial value of women’s sports. This surge in interest, fuelled by the impact of athlete influencers and expanding media coverage, has solidified the WNBA’s position as a global leader in the space.

These trends emphasise the power of consistent coverage, financial investment, and the breaking down of historical barriers to women’s sport. Through 2025 and beyond, we can expect the continued rise in global awareness, fan engagement, and overall brand health for women’s sports properties, inspiring new generations of fans and athletes alike.

Want to find out more? Click below to read the full Global Sports Properties 2025 – SportOnSocial report.