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Online searches for the Women’s National Basketball Association (WNBA) saw a 322% increase in 2024, according to a new report from Global Sports Properties 2025 – SportOnSocial, signaling several market opportunities for fitness, wellness, activewear and footwear brands.
The report was crafted by Redtorch, a research and creative agency, using Google Trends data.
Key findings reveal how athlete influence drives engagement, such as basketball player Caitlin Clark’s impact on online interest. Women’s sports also attracted record-breaking sponsorships while emerging stars amplified fan engagement. Additionally, sports like padel and Ultimate Tennis Showdown showed significant growth in interest (+282% and +246% respectively), revealing opportunities for specialized performance gear brands.
Notably, two Super Bowl LIX ads this month showcased female athleticism, including a call from NFL Flag 50 to make girls’ flag football a varsity sport in all 50 states and a spot from Nike featuring Clark, Jordan Chiles, Sha’Carri Richardson, A’ja Wilson and Sophia Wilson.
“The WNBA‘s position as the fastest-growing global sports property in online searches underscores the increasing momentum behind women’s sports and the expanding influence of its athletes,” Redtorch CEO Jonny Murch said. “This surge presents a tremendous opportunity for fitness and sporting goods brands to connect with a passionate and engaged fan base, particularly through apparel, footwear and athlete-driven partnerships that resonate with today’s consumers.”
Nutrition brands also have an opportunity—one that Optimum Nutrition has tapped into in its latest campaign that celebrates women athletes and features WNBA player Cameron Brink, soccer champion Ali Krieger, gold medal gymnast Laurie Hernandez and actress and musician Ryan Destiny.
“As fan interests evolve, it’s clear that dynamic, fast-paced sports and emerging talent are shaping the future of sports culture,” Murch added. “Brands that align with these shifting trends – whether through innovative product offerings, strategic sponsorships, or authentic athlete collaborations – will be best positioned to capture the energy of this new era in sports.”
In addition to the WNBA, League One Volleyball (LOVB), landed $100 million in new funding led by women-founded private equity firm Atwater Capital, representing enthusiasm for the women’s professional indoor volleyball league. Last year, LOVB doubled the size of its youth programs and expanded its program to 58 clubs and provided young athletes with nearly $750,000 in financial aid through the LOVB Foundation.
