Introducing our Global Sports Properties 2025 – SportOnSocial report, ranking the world’s biggest sports properties based on search data.
It’s our continued belief that search is one straightforward indicator of interest in (and subsequently brand health of) a sports property. Redtorch has ranked 70 sports properties based on search in 2024 compared to their average over the previous four years.
The report focuses heavily on the growth of women’s sport within the broader sports landscape. Which women’s sports properties are thriving? Are any being left behind? How does their growth compare to mixed and male sports properties?
Let’s examine some key takeaways from the report and their implications for the sports world and for sports rightsholders.
The power of athletes
Women’s National Basketball Association (WNBA) – the Caitlin Clark effect
Caitlin Clark’s explosive entry into the WNBA exemplifies the profound impact a single athlete can have on a sport. Search interest for the league increased significantly, particularly in April/May 2024 – months that coincided with the league’s draft and the start of the season.
While Clark undoubtedly ignited a wave of excitement, she wasn’t the sole driver. Athletes such as Angel Reese and Kate Martin also emerged as some of WNBA’s most popular search topics. This emphasises the vital role athletes play in fostering sustained engagement with the sport. Their personal brands, amplified through social media, have proven instrumental in driving conversations and attracting a wider audience.
The challenge now is sustaining this momentum beyond the season. If the sport’s biggest stars continue to transcend sport into culture, then it shouldn’t be an issue – more on that later!
Result? +322% increase in 2024 search interest vs the previous 4-year average.
National Women’s Soccer League (WSL) – international stars drive engagement
NWSL saw a boost in search interest, particularly in North and South America due to the arrival and influence of African stars like Barbra Banda and Temwa Chawinga. Banda’s local hero status in Zambia and Chawinga’s impact in Malawi and beyond illustrate how athletes can serve as ambassadors for their leagues.
To harness this potential, leagues should focus on athlete-driven content and regional partnerships to build connections with diverse audiences.
Result? +95% increase in 2024 search interest vs the previous 4-year average.
Accessibility fuels interest
Barclays Women’s Super League (WSL) – expanding global reach
Although WSL has fallen in the rankings, it’s still seeing growth in search interest. It would have been extremely challenging to maintain its +258% growth recorded in 2024, especially when compared to the previous four-year average.
WSL experienced a significant surge in interest in mid-May 2024, coinciding with the season’s peak. Notably, the league garnered considerable attention not only in traditional football markets but in African nations such as Uganda, Eswatini and Nigeria. All this reflects the expanding global footprint of women’s football.
Search interest can be driven by improved match accessibility. In the 2024/25 season, 44 matches will be aired on Sky Sports (subscription required) and 22 on the BBC (free-to-air). A significant improvement has been the live streaming of all remaining fixtures on YouTube, a shift that removes barriers for viewers who may be reluctant to download another app or navigate multiple logins.
New broadcast deals have also been made outside of the UK, such as the lucrative deal with ESPN to show the league in the US, South America and the Caribbean, further making the sport more accessible globally.
Result? +145% increase in 2024 search interest vs the previous 4-year average.
Tapping into culture
Creating stars who transcend culture
Caitlin Clark, aside from her accomplishments on the basketball court, has also become a cultural force outside the world of sport. Her rise has transcended traditional sports media, sparking conversations on social media, driving merchandise sales, influencing fashion, and inspiring young athletes worldwide.
Frauen-Bundesliga – gaming boosts visibility
Germany’s Frauen-Bundesliga saw significant growth in search interest thanks to its inclusion in the EA Sports FCTM 24 video game, which introduced the league to gaming audiences around the world. This growth was complemented by the promotion of RB Leipzig Women to the top tier and impressive performances by standout players like Laura Freigang.
Gaming provides a distinct platform for sports to tap into popular culture, enabling fans to deepen their connections with the sport, its teams and players. This has the potential to translate into increased real-world engagement, e.g. watching matches or following players more closely.
Result? +114% increase in 2024 search interest vs the previous 4-year average.
The rise of women’s sports, highlighted by the success of WNBA, NWSL and Frauen-Bundesliga, showcases the dynamic and evolving nature of the sports landscape. Fuelled by influential athletes like Caitlin Clark and the increasing accessibility of sports content through digital platforms, women’s sports are experiencing unprecedented expansion.
Our report underscores the importance of embracing a multi-faceted approach to fan engagement by leveraging athlete influence, and capitalising on the power of digital platforms to reach new audiences and achieve sustainable growth.
By implementing these strategies, sports rightsholders can take advantage of the growing momentum of interest shown in women’s sports. They can build loyal fan bases and secure the long-term success of their properties in an increasingly competitive environment.
